West Sweden is one of Swedens fastest growing regions located in the heart of Scandinavia. The city of Gothenburg is a breath-taking mix of coastline, islands, lakes and thick forests, offering visitors everything from lobster “safaris” and sea kayaking to historic manor houses and art museums.
As Sweden’s second largest city and ancient port town, Gothenburg is a vibrant, bustling place. Its city centre is littered with Michelin-star restaurants, is easily explored on foot and has a renowned music scene, stylish shopping and a bohemian coffeehouse culture. Best known is the Liseberg amusement park, dating back to 1923, and the largest of its kind in Scandinavia.
Gothenburg has a continental outlook; its showpiece Kungsportsavenyn boulevard is often nicknamed the “Champs Élysées,” and the comparison is justified (in a low-key Nordic way). The cheerful, relaxed atmosphere is enhanced by the city’s large student population.
Nordstan is one of the leading shopping malls in Sweden with 190 stores with retailers such as H&M, Desigual, Lindex, KappAhl, Esprit, and Åhlens. With eight interlinked blocks under a single roof all the leading clothing and footwear chains, as well as household electronics, sports, interior furnishings, flowers and much more are to be found. There are also 11 cafés and 20 restaurants offering everything from a cup of coffee to a lavish celebration dinner.
VALLGATAN/KORSGATAN/SÖDRA LARMGATAN/ÖSTRA LARMGATAN
This area has recently become an area where mono brand stores have created a cluster with retailers such as Noa Noa, Marimekko, G-star, COS and Nudie Jeans. Korsgatan is also where the main cinema is located. Magasinsgatan, Vallgatan and Södra Larmgatan are developing into a creative quarter where young local designers have set up business among cafés and vintage shops. Gothenburg brands such as Velvet and Emma & Malena have their stores alongside accessories and design shops such as Norrgavel and Krypton Form have their stores in this area.
Kungsgatan is an extension of the fashion cluster at Fredsgatan with well known retailers such as H&M, Zara, Weekday, Indiska and MQ. This major shopping street is fully pedestrianised and stretches for around 3 km. Many clothing stores are located along the Kungsgatan and Fredsgatan.
Kungsportsavenyn, known locally as Avenyn, is one of Gothenburg’s main boulevards for shopping and entertainment. Along this boulevard and in the adjacent streets are located exclusive fashion boutiques and select flagship stores. Flagship stores for Fred Perry, Villeroy&Boch and Laura Ashley rub shoulders with a wide selection of top fashion chain stores. On the side streets are elegant fashion boutiques, selected vintage shops, shopping arcades and trendy neighbourhood restaurants. Avenyn extends from the grand Götaplatsen to Kungsport Bridge, by the Moat (Vallgraven). The boulevard is lined with lots of friendly cafés, renowned restaurants and popular bars. In summer, Avenyn becomes especially lively as the pavements are filled with sunny terrace bars and strolling holidaymakers.
Fredsgatan is one of the most popular shopping streets in Gothenburg where one of the entrances to NK department store is located as well as the mall Kompassen. On Fredsgatan retailers such as Zara, Gina Tricot, H&M and Monki are represented. Fredsgatan is also adjacent to Nordstan, one of Sweden´s leading shopping centres.
Nordiska Kompaniet, NK, is a stylish and inspiring department store offering the latest in fashion, accessories, beauty and interior furnishings over four floors. There are exclusive boutiques and brands such as Gant, Mulberry, Filippa K, Marc O’Polo, Ralph Lauren, Karen Millen, Tiger of Sweden, and the trendsetting NK Designers department, offering the latest in Swedish fashion. Within the same block are the Arkaden and Kompassen shopping centres, offering shopping opportunities for the fashion conscious. Arkaden is home to some 28 stores such as Top Shop, Zara, Peak Performance, Mango and Benetton. Kompassen covers two floors and is home to Solo, JC, Monki and Bik Bok.
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT FOR UNIT OF 200 SQM (per sq.m/year)||RANGE OF UNIT SIZES|
|Nordstan||Tourists, local shoppers. Local business density||H&M, Desigual, Lindex, Esprit, Åhlens, Clas Ohlson, Stadium||SEK10,000-13,000||50-3,000 sq m|
|Fredsgatan||Tourists, local shoppers||NK department store, Mango, Zara, H&M||SEK10,000-13,000||50-700 sq m|
|Kungsgatan||Tourists, local shoppers||Zara, H&M, Massimo Dutti, Weekday||SEK 7,000||50-2,000 sq m|
|Vallgatan/Korsgatan/Södra Larmgatan/Östra Larmgatan||Tourists, local shoppers||Monki, Filippa K, G-star, COS, Marimekko||G-star, COS, Marimekko||SEK 5,000-7,000||50-1,000 sq m|
Data as of January 2013
Gothenburg was awarded the title Food Capital of 2012 (Matlandethuvudstad) as part of the vision “Sweden: the new culinary nation.” The city of Gothenburg is filled with stylish and swish restaurants, offering fine dining at trendy venues at a price. It has four restaurants with a Michelin star. Gothenburg is still very much a busy maritime city and seaport, and this is clearly reflected in its large number of seafood restaurants and the competition for Gothenburgs’ best shrimp sandwich remains.
Around the Kungsportsavenyn (Avenyn), the boulevard often nicknamed the “Champs Élysées” of Sweden, there is a huge choice of restaurants and when weather permits, tables are moved outside and alfresco dining abounds.
While the Avenyn is perhaps of the most fashionable places to eat out, there are still plenty of good quality restaurants all over Gothenburg, offering menus to suit all price points.
Both the Linnégatan and the Vasagatan have plenty of restaurants, and since these areas offer less of the big-city feel, the whole dining experience is often considerably cheaper. Live music and terraces are commonplace around the Linnégatan.
The pedestrianised Haga Nygata street is where the Gothenburg cafe scene is booming and many unpretentious cafes and eateries are on this street, offering casual dining, snacks and various cheaper options, often with good views of the cobbled street itself and its shoppers passing by. There are several good restaurants on Andra Langgatan and Kaponjärgatan.
Further restaurants and eateries in Gothenburg are located within the moat area (Vallgraven) and in particularly around relatively peaceful locations, such as Kungsgatan, Kungsparken, Östra Hamngatan, Södra Hamngatan and Vallgatan. In the very heart of this part of Gothenburg, Drottninggatan is well-known for being home to an acclaimed beer restaurant, the Brasserie Ferdinand, where more than 100 different kinds of beer accompany the extensive meat and seafood dining. There are also various eateries around the cultural attractions of Götabergsgatan and the Götaplatsen, plus Karl Johansgatan.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING||RENT FOR 350 SQM UNIT (per sq.m/year)|
|Avenyn||Tourists, local residential population||Hard Rock Café, McDonald's, Subway, Peacock Dinner Club, Burger King||SEK 2,500-4,500|
|Kungsgatan||Tourists, local residential population, local business density.||Mc Donalds, Pizza Hut||SEK 3,000-5,000|
|Södra Larmgatan/Vallgatan||Tourists, local residential population, local business density||Avalon, The Foodhall||SEK 3,000-4,500|
|Södra Vägen/Engelbrektsgatan||Local residential population, Tourists||Linnéa, Texas Longhorn||SEK 1,500-3,000|
Data as of January 2013