Swedish fashion brand Stylein continues to thrive with the opening of a new flagship store in Stockholm’s Bibliotekstan district, amid a challenging apparel market.
In a notable move within the fashion industry, Stylein, a Swedish brand recognized for its Scandinavian minimalism, is continuing its successful trajectory despite a slowing apparel market. The brand recently announced the opening of a flagship store at Mäster Samuelsgatan 6 in Stockholm’s Bibliotekstan district.
Elin Alemdar, the founder and CEO of Stylein, shared her vision for the new boutique, describing it as an “inner sanctuary” that resonates with the concept of a cocoon. In her words, “It feels incredibly inspiring that the final result truly reflects that energy,” highlighting her desire to create a space that embodies the calming yet modern aesthetic that Stylein represents.
The boutique’s interior design has been a collaborative effort between the Thibaut Allgayer Design Office and Swedish firm Tomai Nordgren Agency, resulting in a sleek environment that melds contemporary and inviting elements. Featuring curved cedar wood walls complemented by gleaming steel accents, the design reflects the brand’s minimalistic yet warm approach, which is a central theme of Alemdar’s vision.
Nordgren and Allgayer, in their joint statement, expressed excitement over the new store concept, emphasizing their intention to blend softness and playfulness with modernity within the space.
Financially, Stylein is thriving. Over the past four years, the brand has doubled its sales, reporting approximately $6.5 million in revenue last year. The sales strategy is balanced between direct-to-consumer and wholesale channels, with Alemdar indicating that strengthening both physical and online presences is essential for the brand’s continued growth. “We have been building a very strong foundation at our home market and now we are entering the next level on our journey with an intentional expansion,” she noted.
The brand’s growth strategy includes launching its products at prominent international retailers. This year, Stylein is set to make its debut at notable outlets such as Harrods, Liberty, and Selfridges in London, along with KaDeWe in Berlin, The Hyundai in Korea, and Harvey Nichols in Dubai. This broadening of its market presence underscores the brand’s commitment to connecting with a global audience while maintaining its core values of Scandinavian minimalism.
Source: Noah Wire Services
