Nama and Zagreb Trading Tradition
The beginnings
The earliest beginnings of Nama, during the Austro-Hungarian Empire, are linked with the arrival of Carl Kastner and Herman Öhlerau in Zagreb in 1879. They were Vienna traders interested in opening trading houses in Zagreb. They achieved their plans and in 1881, they opened their first store on Ilica Street. Over the years, they opened and closed their shops several times and moved them around the city center. The opening of 'Nama', which was, at the time, called trading house 'Kastner and Öhler', happened in an era of rapid development and transformation of Zagreb from a provincial town into a big city.
His Majesty – the customer
'Kastner and Öhler' had, for that time in history, a unique approach to trading and customers. They printed a book called 'House Rules' which contained their philosophy of trading. The booklet or manual for dealers contained all the secrets of a successful trader as well as rules, among which is the first commandment of the trade that has been adopted all over the world: "His Majesty the customer is always right!". The guiding principle was having a rich selection of goods at reasonable prices and letting people 'visit with no obligation to buy'. Therefore, the goods were properly marked with a visible price and sellers were given instructions to not interfere the customers while they are window shopping but to approach and help at the right time.
Golden years of National Store
Nama stands for National Store that was founded in 1945, after the nationalisation of 'Kastner and Öhler', in post-World War II period. The following years were marked by expansion – Nama opened new stores all across the country. At one point, Nama had 17 branches nationwide and a share of 21 percent of the total trade turnover in Croatia. In its supply, Nama had everything - even the kitchen sink and was a favorite place for shopping at a time when the goods were not so easily accessible. Unfortunately, war years of the 90's and privatisation that took place at the same time took its toll. Neither the opening of the market nor the arrival of other foreign retail chains on the market contributed in a good way. So in 2000, Nama went bankrupt but it continues to operate and preserve the tradition of the Zagreb trade.
Nostalgia - the most valuable commodity
Although Nama's fame and power slowly faded away, it still has something that no other trading house has. Today, its most valuable commodity is nostalgia and the charm of the past. There are two Nama stores that are still open – at Kvaternik's square and the most famous and truly beautiful and monumental one at Ilica 4. While strolling around the store, you get that charm of the past - salespeople are pleasant and unobtrusive, the place is spacious and not overcrowded, the music is not too loud and the light is not that bright and it doesn't cause headaches. So walk in, stroll around, feel like a Majesty and buy something – whether you need cosmetics, clothing, household items or something else, they probably have it!
Header image credit: jatrgovac.com
Author: Anđela Ivčević