PERHAPS NORWAY'S WIDEST RANGE

– At 1 Rådhusgata you will find one of the Nordic region’s most charming music shops. We offer a wide selection of musical equipment, and with us you can find something for everyone.

This is how Stordahl Musikk in Moss presents itself on 4Sound’s website. The shop is one of three franchisees in the chain, and it is run by the cohabiting couple Gjermund Stordahl and Camilla Haaland.

– We took over the shop in 2021, after my father Gunnar. I have worked here since 1987, first for 10–15 years as a piano tuner and technician before becoming product manager, while Camilla has worked here since 2004, so it has been quite a few years, says Gjermund Stordahl.

Trade magazine Elektronikkbransjen is visiting in the second week of April, when they are arranging Piano Day. Keyboard instruments are an important product group, occupying almost half the shop floor, but Stordahl says all customers are equally important.

– The teenager learning their first guitar riff, professional musicians and classically trained players, they all mean exactly the same. Humility in relation to individualism, also when it comes to musical genres, has always been our mantra, says Stordahl.

Camilla Haaland says the shop consciously avoids becoming one-sidedly commercial, and that the breadth of the range is an active choice.

– We perhaps offer Norway’s broadest product range, and we truly appreciate those who work within a niche genre, she says.

From Svalbard to Zanzibar

Stordahl says many products do not get attention, even though the quality is high.

– There is so much fun stuff that people are not aware of. It is a jungle of great equipment! Even though the big brands take up the most space, that does not mean everything else is bad. A lot of it is just as good, and sometimes even better, says Stordahl.

Haaland praises her partner, saying that time and again he is early in spotting new brands and products.

– These often end up in the chain’s range, or the supplier makes sure they get Nordic representation, because we have started selling them here with us. A good example is quality strings from the American company Stringjoy, she says.

Stordahl Musikk occupies around 600 square metres across two floors, with a shop floor of approximately 500 square metres. In addition to Stordahl and Haaland, Otto Gamst and Marius Molstad are permanent employees.

– They both have many years behind them, both in the industry and as musicians, says Haaland.

In addition, there are extra staff called in when needed, and normally there are at least two people working at the same time. Stordahl says this staffing is important in order to give customers a proper welcome, with room for conversations and testing.

– Customers come to the shop here in Moss by car, boat and train, but we have also delivered services and instruments from Svalbard to Zanzibar, and we have customers all over Norway, says Stordahl.

– People who move away from here are often still customers, adds Haaland.

Reassuring customers

Over the past five years, the circular economy has been a clear area of focus. Stordahl and Haaland describe this as an integrated part of the business.

– We buy items, take things in part exchange, set them up and sell them again. It is good to think that we are helping to reduce unnecessary buying and throwing away, says Haaland.

Stordahl says many instruments retain their value well over time, and believes the second-hand market, with repair and reuse, is important.

– This is where we are looking forward to a VAT exemption, says Stordahl.

When dealing with customers, Haaland emphasises dialogue and confidence in the purchasing situation. She describes a process in which the customer’s needs carry more weight than recommendations from the internet or artists.

– The vast majority of people who come here have an idea of exactly which instrument they are going to buy, but then they may end up with something completely different, because we talk together. We ask what is important to them. Do not listen to the echo chamber online, do not think about the artist you admire most, but feel what is right for you. Making customers feel confident is what makes us still believe in sales in a physical shop.

Events and the keyboard room

Stordahl Musikk neither stocks nor displays wind instruments, but they still sell a great deal in this category through agreements with institutions, bands and municipal music and arts schools.

In the keyboard room, by contrast, a large number of products are on display, all connected with cables in the ceiling and walls, along with a small insulated stage and projector. If the instruments are cleared away, there is space for around 110 people in front of the stage.

– Yamaha digital pianos are among the most important products for us when it comes to cabinet pianos. They have been making digital pianos for 40 years, and since they have 100 years of experience with acoustic instruments, they also know how to make digital pianos that feel and sound real, says Stordahl.

The Donner brand is represented as an affordable alternative, with designer pianos in various finishes.

– Donner manages to deliver good instruments that look very good in different types of wood, and they are completely equipped with pedal sets, stands and everything, at one-sixth of the price, says Stordahl.

Not many rooms like this

And so to Piano Day, which is the occasion for our visit to Stordahl Musikk. Haaland says attendance is lower than hoped for, but believes the day shows how well suited the keyboard room is to this kind of event.

– There are not many rooms like this, says Ingrid Bjørnov.

The much-loved artist, composer and lyricist lives in the area and is here to offer piano advice and entertain the visitors.

Bjørnov has been a customer of, and friend to, Stordahl Musikk for around 15 years, and believes physical shops are irreplaceable for musicians.

– The customer relationship began by chance, probably when I was going to play at Parkteatret here in Moss and needed something or other, says Bjørnov.

Since then, the shop has become a regular haunt for her, a place she keeps coming back to when she needs to try equipment, is working on specific projects, or simply wants to spend time among instruments.

– There are friendly people here and lots of keyboards, where I can press buttons and try things out. There are not many places like this, and to keep them we have to come here as customers, Bjørnov tells the trade magazine Elektronikkbransjen.

– Ingrid is a fantastic supporter and ambassador for the shop, says Stordahl.

Musicians and meeting places

Bjørnov highlights the importance of community in a day-to-day life where many musicians work in isolation.

– I started quite early with Dollie, and I was perhaps 16 or 17 when I began playing professionally. Going to a music shop, hanging around a bit, meeting someone you know and perhaps having a coffee, means quite a lot in a musician’s life. Today we often sit each in our own corner, with our own headset and our own Mac, completely alone and without meeting anyone.

Bjørnov says she rarely, if ever, buys musical instruments and equipment online. For her, being able to try the instruments before making a decision is crucial.

– I have to feel them, touch them, says Bjørnov.

She believes personal contact is essential, and thinks most musicians have regular shops they visit.

– Everyone who has places where they feel comfortable knows how important it is to know the people there, have their phone numbers, be able to call and ask, and also call and change your mind. It means something very special, and we cherish that. Some of us still make a living from personal attendance, and that spills over a little into the rest of everyday life, says Bjørnov.

This winter she has enjoyed success at Chat Noir with the show «Bjørnov takes it piano», which she will take on the road this autumn.

Yamaha at Piano Day

Representing Yamaha are sales representative Mari Nyhus Pettersen, product manager Jens Amtoft and demonstrator Lars Andreasson.

– For us, it is important to be present in shops, so we are very pleased that we were able to come here to Stordahl Musikk, says Mari Nyhus Pettersen.

Amtoft has the impression that the visitors are very satisfied.

– They usually are at these events, says Amtoft.

He says that physical shops are particularly holding their own when it comes to the more expensive instruments.

– That said, we keep exactly the same prices in-store and online. Fortunately, we are finding that more and more people choose to shop with us because they see the value of having a physical shop where they can receive personal advice and try the instruments, says Stordahl.