Stockholm’s new fashion malls to lure tourists

Swedish capital to boost shop-till-you-drop reputation in 2012

Several high-profile shopping malls opening at around the same time in central Stockholm are likely to push the reputation of the Swedish capital as a top-class shopping destination, boosting incoming tourism revenues. Due to open in March, MOOD Stockholm is an ambitious retail project located between Regeringsgatan and Norrlandsgatan that will have around 60 retail and leisure units. Fashion brands like Armani Jeans, Scotch & Soda and Napapijri will be found there alongside the Scandinavian retailer Best of Brand that will sell clothes by Gant, Tommy Hilfiger and Polo Ralph Lauren.
Stureplan will be a public square like “a classic but vibrant street in London” rather than a mall. It is part of a bigger plan to have a shopping area between Östermalmstorg and the high-end department store NK. The Spektern area at the junction between Regeringsgatan and Hamngatan is also getting a fashionable mid-price shopping centre. Other malls are being developed outside the city.
The Swedish Wire
[pictured: Beyond Retro store, Södermalm, Stockholm; photo by Tuukka Ervasti/]


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