Nordic Retail News
This is your monthly round-up of what’s been happening in the Nordic world of retail.
From the expansion of well known beauty brands, to collaborations you didn’t think possible, the Nordics is full of exciting new developments and we’re here to tell you a bit more about them.
Read the below Snapshot blog post to hear more about what is happening in Nordic Retail News.
Axel Arigato collaboration with Mulberry – Pop-Up Space, NK Stockholm
Famous Swedish lifestyle label Axel Arigato joined forces with the iconic British luxury brand Mulberry for a unique 35-piece capsule collection inspired by pop culture moments from the past 50 years. This iconic collab collection was showcased in an exclusive pop-up in Axel Arigato’s NK Stockholm space and allowed customers to shop the limited edition ready-to-wear, footwear, and accessories.
‘We aim to bring the youthful, percussive energy which informs our design language by reinterpreting Mulberry’s heritage silhouettes through a unique Scandinavian lens’, noted Axel Arigato co-founder Max Svärdh. The collection sees three archived Mulberry designs reimagined to shape a range of fashionable leather bags. The collection also features trendy split-colour trenches, relaxed denim fits and varsity jackets.
Pulling inspiration from vintage basketball references, the collection includes Axel Arigato’s Area Sneaker, embellished with Mulberry’s recognisable postman’s lock and bespoke strap. The recognisable hardware is also seen in a selection of ready-to-wear styles that represent the amalgamation of both brands’ aesthetics. All bags are produced in the UK at Mulberry’s carbon-neutral Somerset factories; all footwear is handmade in Portugal.
Patagonia to open new store in Sweden’s Stureplan
The well-known outdoor brand Patagonia is to open its first store in Sweden. The store will open at Stureplan, where the chain is taking over Rörstrand’s premises. The property owner of the retail space is Vasakronan, and the premises are 260 square meters in size. The property is called Sumpen 15, and the address is Kungsgatan 1.
Many outdoor chains in the area have set up flagship stores, including Naturkompaniet, The North Face, Haglöfs, Alewalds, Norrøna and Houdini. However, the store at Stureplan will be Patagonia’s first own store in Sweden. The chain’s products have long been sold in Sweden by many retailers, but this will be their first solo venture.
Lyko set to become a major contender in the Finnish beauty market
Lyko entered the Finish market for the first time a year ago with a very ambitious marketing plan. Their initial strategy included sponsoring “Dancing with the Stars”, Finland’s equivalent to Sweden’s “Let’s Dance.
In a recent interview, Kalle Eliason, CMO of Lyko, said, “The reception has been tremendously good, and we have seen steady sales growth. So now we are taking the next step and welcoming Ida Berg Kivi as marketing manager in Finland, says Kalle Eliason, CMO of Lyko.”
Lyko recruited Ida Berg from L’Oreal Finland, where she has previously worked with brands such as Maybelline, Garnier, NYX Professional Makeup, Lancôme, Biotherm and more. This will surely be a significant new development for the brand and should see some positive expansion in their future marketing strategy.
“With Ida Berg Kivi, we are now gearing up to take an even more prominent place in Finland. We know that we can quickly build strong brand awareness, as we have done in Sweden and Norway, where we have become one of the most prominent beauty players. Now we focus on Finland and see in our brand measurements that we have succeeded in pushing the brand to a new level. Everything indicates that our model also works here, says Kalle Eliason, CMO Lyko.”
Dark Edition, a previous CRMP Nordics Soapbox speaker Establishes in the Roslags Näsby area
For those who have driven past the construction area in Roslag’s Näsby and are wondering what the several black containers in the parking lot are for. These are for a new and exciting development that aims to create a small food hub to serve the local community.
The plan is to create six kitchens supplying various types of cuisine. Customers will be able to order via an app and will be able to choose from a variety of dishes such as pizza, hamburgers, Indian, kebabs and ramen. In addition, the company is building outdoor seating to accompany the kitchen setup and hopes it can seat around 20 to 30 guests.
Mahesh Kumar, co-founder of Dark Edition, stated in an interview;
“There will be nine brands in total. Some still need more time to be ready, but you will be able to order different types of food and pick them up simultaneously.”
After ordering via the app, you pick up the food yourself. But he says they are also connected to home delivery companies. “This is a more accessible and cheaper way to expand as a restaurant”, says founder Mahesh.
He says many restaurants can only get their finances together when they open in town. Therefore, they have started the concept of renting a container but a kitchen instead of premises and focusing entirely on take-away.
“Many people who live in Täby want everyday luxury but may not have the time to cook for themselves. So we want to make it cheaper for entrepreneurs to expand and meet customers where they are. The idea is to take good restaurants outside the city,” he says.
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