Stockholm is often regarded as Sweden’s most beautiful city. The Swedish capital, Stockholm has long been famed for its idyllic setting sprawled across 14 islands and with a rich cultural heritage. The city has also built a reputation as a global center of dynamic design, cutting-edge fashion, and innovative cuisine, music and art.
The Stockholm region has some 2.1 million inhabitants; more than a fifth of Sweden’s total population and is an area of population growth with almost half of the country’s population growth. There are with significant levels of inward-migration from elsewhere in Sweden and abroad. The population is highly diverse, with people from different cultures and groups.
Stockholm’s retail is solit into the principal shopping streets in the downtown area and other facilities in the residential suburbs. The retail catchment area of the city is vast on account of the city’s strong transport network and road infrastructure.
The Stockholm region is one of Europe’s most attractive and competitive regions. The region tops several rankings measuring purchasing power and at the same time the expense of living in the region is relatively low.
Kungsgatan is mainly a location for electronics retailers such as Elgiganten, Siba, Macoteket, but the retail landscape here continues to evolve and Nespresso chose to put their flagship store in this street in 2011.
Biblioteksgatan and Birger Jarlsgatan form the fashion district of Bibliotekstan, Stockholm’s luxury and high end market with a mixture of international fashion with the best in Swedish design. Brands such as Burberry, Ralph Lauren, Gucci, Louis Vuitton, Tommy Hilfiger, Karen Millen, Swarovski together with Swedish brands such as Hope, Acne, Rodebjer and Fifth Avenue Shoe Repair, to name a few are represented. Next to these high fashion boutiques are lively restaurants and cafés, for example the iconic Prinsen, established in 1897. The area is highly sought after by international retailers.
Drottninggatan is the busiest and pedestrianised shopping street in Stockholm and all the largest Swedish retailers are represented here, many of them with their flagship stores. Due to the lack of space there are not many international brands represented here though
Hamngatan is where both Gallerian and NK department store are located. Gallerian (31,500sq.m) is among the best performing shopping malls in Sweden and is a very important retail destination.
Norrlandsgatan has recently become an area where outdoor sport retailers have created a cluster of stores, such as North Face and Haglöfs.
Sergelgatan has recently developed into an extension of the fashion cluster at Drottninggatan and is also pedestrianised, due to the lack of space there. Sergelgatan has seen increased interest from large retailers such as Gina Tricot, H&M, Top Shop, Mango, Monki and Desigual.
The Södermalm district with Götgatan and SoFo, the area to the south of Folkungagatan, is home to a mixture of trendy contemporary boutiques for fashion, vintage merchandise and design. In general the brands represented in the area tend to be more local and bohemian than in down town.
Out of town shopping centres include Täby Centrum (58,900sq.m) and Kista Galleria (GLA 48,655sq.m) are just two of the key shopping centres in the Stockholm region but they continue to be of interest to international retailers. For instance Täby Centrum has seen openings by retailers such as Desigual, Rituals, Hollister and Apple (first stores in the market), Thomas Sabo and Swarovski.
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT FOR UNIT OF 200 SQM||RANGE OF UNIT SIZES|
|Drottninggatan||Tourists, local shoppers||H&M, Nilson Group, Intersport, Clas Ohlson, JC, Scorett, Zara||Clas Ohlson||SEK 10,000-15,000 psm||50-3,000 sq m|
|Sergelgatan||Tourists, local shoppers.||H&M, Gina Tricot, Mango, Stadium, TopShop, Desigual, Aldo, Accesorize, Monki||Aldo, Accesorize||SEK 7,500-13,000 psm||50-2,000 sq m|
|Hamngatan||Tourists, local shoppers, local business density||H&M, Stadium, Hollister, Esprit, G-star, Mediamarkt, Lindex, KappAhl, Nilson Group, Scorett||Hollister, Mediamarkt||SEK 10,000-15,000 psm||50-3,000 sq m|
|Biblioteksgatan||Tourists, local shoppers, local business density||Hugo Boss, Filippa K, COS, Burberry, Ralph Lauren, Karen Millen, Peak Performance||Hugo Boss, COS, Burbery, Ralph Lauren||SEK 13,000-18,000 psm||50-500 sq m|
|Birger Jarlsgatan||Tourists, local shoppers, local business density||Gucci, Louis Vuitton, Bottega Veneta, Mulberry, GANT, Oscar Jacobson||Oscar Jacobson||SEK 15,000-18,000 psm||50-300 sq m|
|Norrlandsgatan||Local shoppers, local business density||North Face, Haglöfs, Norrøna||Norrøna||SEK 7,000-11,000 psm||50-400 sq m|
|Kungsgatan||Local shoppers, local business density||Elgiganten, Siba, Nespresso, SOVA||SOVA||SEK 7,000-11,000 psm||50-3,500 sq m|
|Götgatan/SoFo||Tourists, local shoppers||Weekday, Whyred, Filippa K, H&M, Gina Tricot, Marimekko||Marimekko||SEK 3,500-7,000 psm||50-400 sq m|
Data as of August 2012
Stockholm continues to be a city at a very high standard within the food and beverage area, with famous chefs inspiring the dining city and restaurants that cover a wide spread of price levels and different styles of cuisine.
Despite the economic downturn, Stockholm´s restaurants continue to be packed every night of the week. Some of these successful spots include Stureplan, Birger Jarlsgatan, Östermalm (Upper eastside).
Prime location in Stockholm does not always make a successful restaurant. If the food is trendy, unique and delicious, the Stockholm population will make the trip required, especially if the location is close to the seaside or waterfront.
The fast food sector continues to thrive and a number of international operators are present in the Stockholm market including McDonald’s, Subway and Burger King are the key ones in terms of store numbers.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING||RENT FOR 350 SQM UNIT|
|Stureplan/Birger Jarlsgatan||Local business density, tourists||Sturehof, Vassa Eggen, Riche, Bistro Jarl||SEK 4,500-9,500|
|Östermalm||Local business density, local residential population||Miss Voon, Hotellet, Lisa på Torget||SEK 3,000-8,000|
|Kungsgatan||Local business density, tourists||McDonalds, Subway, Bistro Rigoletto||SEK 3,000-7,000|
Data as of August 2012