2015/2016 RETAIL GUIDE SWEDEN

Transcription

2015/2016
RETAIL
GUIDE
SWEDEN
STOCKHOLM
GOTHENBURG
MALMÖ
Ö
MALM
5th
r
untry fo
best co according
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SWEDEN AT A GLANCE
• Top performing economy in Europe
• Largest market in the Nordic region
• Strong retail sales growth for 18 consecutive years
• Wealthy consumers with high purchasing power
• Population growth and a large well-educated middle class
• Recognised as a trendsetting and progressive country
• Sophisticated and early adopting consumers
• Strong appetitie for new international retail brands
• Well established test market
• Availability of attractive retail space
• Transparent market and easy to do business
2
1 Swedish krona, SEK = ¤ 0.106, EUR (average 2015)
Tern
Content
WELCOME
TO SWEDEN
we are glad that you picked up this publication, since it means you
are interested in learning more about retail opportunities in Sweden.
The purpose of this guide is to give an overview and assist in the
evaluation of entering this dynamic Swedish market.
Sweden stands out from the crowd and outperforms the rest of
Europe in many key areas such as economy and competitiveness.
Equally importantly, we are a nation of high-income earners with a
large share of expenditure on retail and food & beverage. Swedes are
also recognised as widely travelled trendsetters, innately curious
about new international brands and products. And since the
purchasing power is one of the highest in Europe, they have everincreasing means to still that curiosity. Many new international
brands have already discovered the potential but there is room for
many more. The share of international retailers in Sweden is low
compared to the markets in the rest of Europe.
Sweden
4
6
10
15
17
18
19
21
22
THE NORDICS
SWEDEN OVERVIEW
THE SWEDISH RETAIL MARKET
THE SWEDISH CONSUMER
SHOPPING TOURISM
FOODIE NATION WITH GREAT TASTE
GOOD SUPPLY OF RETAIL SPACE
ESTABLISHMENT FACTS
A-Z GUIDE TO SWEDEN
Stockholm
24 STOCKHOLM OVERVIEW
28 LARGEST SHOPPING DESTINATIONS
30 SHOPPING CENTRES
32 KEY RETAIL AREAS CITY CENTRE
34 UNDER DEVELOPMENT
Gothenburg
36
40
42
45
GOTHENBURG OVERVIEW
LARGEST SHOPPING DESTINATIONS
KEY RETAIL AREAS CITY CENTRE
UNDER DEVELOPMENT
Malmö
Sweden stands out from the
crowd and outperforms the
rest of Europe in many key
areas such as economy and
competitiveness.
46
50
52
54
57
MALMÖ OVERVIEW
LARGEST SHOPPING DESTINATIONS
CITY AREAS
KEY SHOPPING STREETS CITY CENTRE
UNDER DEVELOPMENT
Let us assist you
59 CONTACT INFORMATION
This guide will chart retail opportunities in Sweden’s three largest
city regions – Stockholm, Gothenburg and Malmö – and provide
hard facts and information about the market, demand and supply.
It has been developed in joint collaboration between the national
trade and investment council Business Sweden and the regional
investment promotion agencies of Stockholm, Gothenburg and
Malmö and the Stockholm City Center Partnership. Partners are
the Swedish Trade Federation, the Stockholm Property Association,
property owners and consultants.
Please contact us for advice, network contacts and establishment
support – free of charge and in full confidentiality – to assist you
further in evaluating the opportunities and setting up a successful
business in Sweden. Please see contact details at the back.
3
THE
NORDICS
TOP OF LEAGUE OUTPERFORMING EUROPE
Sweden is the very epicentre of the Nordic region, being the
largest market, financial centre and hub for business in the
region. Together the Nordic countries – Sweden, Denmark,
Finland and Norway – make up the 11th largest economy in
the world, consisting of 26 million inhabitants.
The Nordic model – one region, four countries
Some consider them small nations up north but in
fact, the Nordics are continuing to outperform the rest
of Europe, showing higher scores on practically every
chart and ranking one cares to construct.
The four countries are tied together historically
through collaboration and many similarities – political
visions, social security and cultural traditions – even
language (except for Finnish). This has been internationally labelled as the “Nordic Model” – a hybrid
system with its mix of social welfare benefits, openness and high-tech capitalism which has made the
region a highly attractive place, both for living and
doing business. Add to that security, transparency and
lack of corruption. Transparency International ranks all
Nordic countries as the least corrupted societies in the
world from 1st to 5th place, out of 177 countries.
Each country in the region also shows significant
differences, which means that one size of business
strategy does not fit all markets. It could be the difference in rules and regulations, ways of doing business,
consumer behaviour, taste and preferences as well as
the retail market structure and presence of foreign
companies.
PRIVATE CONSUMPTION AND RETAIL DEVELOPMENT
2015, %
High performers in an international perspective
The Nordic economies, and especially Sweden and
Norway, have shown strong development in recent
years. The region has stood out from the rest of the
developed world with its strong macroeconomic
fundamentals. Low sovereign debt, transparent
economies, a well consolidated banking system and
consumers with sound personal finances, produce a
combination of stability and growth potentialities.
However, the developments in the Nordic economies
are far from uniform. WhileSweden, Norway and
Denmark have stable economic growth, Finland are
still recovering from recession.
Comparing wealth with price levels
Norway stands out with a GDP significantly higher
than the rest of the Nordics and Europe, much due to
the fact of Norway’s natural resource, oil. But one
should also take into consideration that Norway is the
most expensive country to live in, with 52 percent
higher prices on goods than the EU average.
The Norwegians actually flock to Sweden to shop.
Swedish consumers have the second highest GDP per
capita in the Nordics and 24 percent higher than the
European average, but not as high prices.
GDP DEVELOPMENT AND FORECAST, %
4.5
3.3
2.7
2.5
2.9 3.0
2.5
2.4
2.5
2.2
2.0
1.3 1.4
0.9
1.1
0.9
0.2
Sweden
Norway
Private consumption
Denmark
0.0
Finland
-1.1
Sweden
2014
Denmark
Finland
-0.4
2015
Retail development
2016 (f)
Source: HUI Research
Source: KNOEMA
Swedish household consumption is continuously strong and a main
contributor to growth in the economy. Retail sales in Sweden and
Denmark are strong, while Norway will probably see a negative
growth in 2016. Finland´s retail market is still struggling but will
probably see a positive growth during 2015/2016.
4
Norway
Sweden has the brightest future among the Nordic countries when it
comes to GDP growth. Both Denmark and Norway have moderate, if
not weakened, expected growth and Finland is still struggling with
structural problems and will see a stagnating growth in 2015, before
slowly recovering in 2016.
N or
NORWAY
Sweden
way
Finland
If you had to be reborn
anywhere in the world as a
person with average talents and
income, you would want to be
a Viking. The Nordics cluster
at the top of league tables
of everything from economic
competitiveness to social
health to happiness.
– The Economist, 2013
432 bn SEK
Helsinki
Oslo
Retail sales
Stockholm
FINLAND
5.2 million
inhabitants
83,677 SEK/capita
377 bn SEK
Retail sales
m a rk
5.5 million
inhabitants
68,816 SEK/capita
DENMARK
De n
423 bn SEK
Retail sales
Copenhagen
5.7 million
inhabitants
74,472 SEK/capita
SWEDEN
678 bn SEK
Retail sales
9.8 million
inhabitants
69.155 SEK/capita
PURCHASING POWER PER CAPITA
Nordic capitals, 2015
Inhabitants
Purchasing power
per capita, SEK
European
index*
National
index
Stockholm
911,989
227,445
186
114
Oslo
647,676
329,373
269
116
Copenhagen
580,184
211,433
173
103
Helsinki
620,715
215,800
176
119
PURCHASING POWER PER CAPITA
Nordic countries, 2014/2015
Purchasing power
per capita, SEK
European
index*
Rank, Europe
Country
3
Norway
285,146
233
5
Denmark
205,686
168
8
Sweden
198,930
163
10
Finland
180,820
148
*European average = 100
PRICE LEVELS VS. GDP PER CAPITA - EUROPEAN RANKING
(Index 2015)
EU-28=100
Price level
GDP per capita
Norway
152
179
Switzerland
151
161
Denmark
137
124
Sweden
132
124
Finland
126
110
Iceland
121
121
UK
118
108
Ireland
113
132
Belgium
112
119
Austria
112
128
Source: GfK Purchasing Power Europe 2014/2015
Source: OECD/Eurostat
5
International companies are attracted to Sweden
for numerous reasons. The country is a global
leader of innovation with a highly skilled labour
force, sophisticated consumers, smooth business
procedures, openness to international ownership
and a stable economy.
SWEDEN
STANDING
OUT FROM
THE CROWD
6
Photo: iStockphoto
7
KEY FACTS SWEDEN
Kiruna
Population 2015, million
9.8
GDP growth 2014, %
2.3
GDP growth 2015 (f), %
3.3
Inflation
-0.2
Retail sales growth 2015, %
4.5
Retail sales growth 2016 (f), %
3.5
Unemployment rate 2015, %
6.4
Repro Interest rate
Luleå
-0.35
GDP per capita
SEK 404,000
Disposable income per capita
SEK 272,316
Total consumption per capita
SEK 290,000
Retail sales per capita
SEK 69,123
Corporate tax rate, %
22
Swedish krona, SEK/¤ (average 2015)
9.3
Swedish krona, SEK/$ (average 2015)
8.3
Skellefteå
Umeå
Source: SCB / OECD
Östersund
Sundsvall
Gävle/Sandviken
Borlänge
Uppsala
Västerås
Karlstad
SWEDEN’S LARGEST CITY REGIONS
Population
2014
Growth from
2013, %
2,198,044
1.62%
1
Stockholm county
2
Göteborg (greater region)
970,912
1.35%
3
Malmö (greater region)
687,481
1.33%
4
Uppsala
207,362
1.05%
5
Helsingborg/Landskrona
178,918
1.62%
6
Linköping
151,881
1.12%
7
Västerås
143,702
1.11%
8
Örebro
142,618
1.44%
9
Norrköping
135,283
1.15%
10
Jönköping
132,140
1.03%
Source: SCB
8
Örebro
Eskilstuna
Norrköping
Linköping
GOTHENBURG
Jönköping
Borås
Halmstad
Helsingborg
/Landskrona
Lund
MALMÖ
Kalmar
Karlskrona
STOCKHOLM
SWEDEN RANKS AS THE BEST PERFORMING ECONOMY
IN THE WORLD
PWC's ESCAPE Ind king, 2014
1
Sweden
2
Switzerland
3
Singapore
4
Netherlands
5
Finland
6
Denmark
7
Australia
8
New Zealand
9
Germany
10
South Korea
Survey looks at economic factors but also political, social,
technological and environmental factors.
DEMOGRAPHY – AGE STRUCTURE, 2015, %
Sweden and the three largest city regions
SWEDEN
STOCKHOLM
5%
15%
4%
8%
12%
9%
12%
12%
9%
25%
9%
24%
26%
30%
GOTHENBURG
4%
12%
MALMÖ
5%
10%
12%
9%
12%
12%
10%
10%
24%
23%
29%
AGE
0–6
25–45
3%
7–17
45–64
29%
18–24
45–64 80+ Source: SCB
SWEDES ARE THIRD WEALTHIEST IN EU
GDP per capita in PPP, 2015, SEK
Ireland
429,200
Netherlands
405,700
Sweden
396,600
Austria
394,900
Germany
393,800
Denmark
381,700
Iceland
380,100
Belgium
367,800
France
344,400
Finland
342,900
UK
341,500
Italy
300,700
Spain
293,000
Source: Knoema/IMF
Czech Republic
Slovakia
20,600
19,700
Highly competitive and progressive nation
Despite the relatively small population, Sweden
consistently ranks as one of the most competitive,
productive and globalised countries in the world.
Its business community continues to demonstrate the
ability to take on new ideas and innovation, adapt to
changing business conditions and compete in an
international setting. The fact is that Sweden is the
birthplace of Alfred Nobel, one of history’s most
successful entrepreneurs, and home to many large
multinationals such as IKEA, H&M, Ericsson and
Volvo, but also to the new innovative start-ups earning
global success such as Skype, Spotify and Klarna.
The attractiveness of retail investments is reinforced when looking at Sweden’s dominance in the
Nordic marketplace. Sweden has the largest population and the largest retail market, and receives as
much foreign direct investment as the Nordic and
Baltic countries together. Of all the Nordic countries,
Sweden has the highest retail attractiveness when it
comes to establishing new business ventures, and
international retailers continue to selectively expand in
the Nordic region, at a slightly faster rate than
Europe´s key cities at an aggregated level. Sweden’s
central location and strategic gateway to Northern
Europe have also made it a natural logistics hub and
place for consolidated business in the region.
Growing population
Sweden’s population is 9.8 million and the country
has enjoyed steady population growth over the past
20 years, especially in urban areas, due to net immigration, increasing birth rates and lower mortality.
And the trend is expected to continue. The annual
population growth rate today is 1.1 percent, compared
to the EU 27 average of just 0.3 percent. The majority
of the population lives in the middle and southern
parts where the largest cities – Stockholm, Gothenburg and Malmö – are situated. The largest increase
can be found in the capital Stockholm. The levels of
immigration mean that the population is highly
diverse, with people from different cultures.
Wealthy middle class with one of the highest
purchasing power in Europe
Disposable income and private consumption growth
are stronger than in most other European countries.
There is a large middle-class segment with high
spending power and the difference between high and
low-income households is low. Put simply, Swedes
are wealthy and 80 percent of the population receives
75 percent of total income.
Sweden is in good financial shape
• Public finances are balanced
• GDP growth is solid
• Employment levels increasing
• Interest rate low
• Consumer confidence high
• Purchasing power high
• Retail sales growing
9
THE SWEDISH
RETAIL
MARKET
IMPRESSIVE GROWTH AND STRONG DEMAND
More on
p.17
RETAIL SALES PER SEGMENT, 2014
Strong retail sales growth in Sweden
The Swedish retail market has enjoyed positive annual
growth for 19 consecutive years fuelled by both the
steady growing population growth and rising disposable income. The 2nd quarter of 2015 was also the
strongest seen to the last 16 quarters. In 2015 retail
sales grew by 2.2 percent to 678 bn SEK and is
expected to grow by 3.5 percent in 2016. Sale are also
strongest in the largest city regions. Growth in both
private consumption and retail sales is stronger in
Sweden than in almost any other European country
and is forecast to outperform most other countries.
Swedish consumers have increased retail spending for
more than a decade and retail sales account for some
33 percent of total household expenditure. Adding on
Food & Beverage, the share is almost 40 percent.
Another driver of retail sales growth is the increasing
shopping tourism. (See Tourism section.)
678
bn SEK
Daily goods: 45%
Construction and
building materials: 5%
Strong growth in e-tailing
The strong growth in e-commerce of goods continues
with total sales of 43 bn SEK in 2014, an increase of 19
percent. Online sales amount to 6 percent of the total
retail sales and about one third (35%) of the swedish
population makes at least one purchase online every
month. Consumer electronics, clothes and books top
the list. Increasingly, traditional store retailers complement store sales with online sales. The consumers
choose to shop from international sites to a greater
extent, preferably fashion.
Electronics: 7%
Clothing: 8%
Daily goods: 45%
Home furniture: 4%
Construction and
building materials: 5%
Sport & leisure: 3%
Other: 28%
Electronics: 7%
Clothing: 8%
Home furniture: 4%
Source: HUI
Sport & leisure: 3%
Other: 28%
RETAIL SALES AND GDP DEVELOPMENT, 2006-2016, %
7.4
6.6
6.0
4.7
4.5
3.4
3.7
3.6
3.4
3.4
2.7
2.1
2.0
2007
2008
2009
2010
2011
2.9
3.5
3.0
1.2
0.8
2006
2.3
2012
2013
2014
2015 (f)
2016 (f)
–0.3
–0.6
Retail sales
Strong retail sales growth even during
the few years of financial downturn.
GDP growth
Source: Knoema
2013
–5.2
10
Demand within many segments
There is a welcoming attitude in Sweden, both among
consumers and property owners, to concepts that add
diversity to the retail market structure. The fact that
Sweden has four distinct seasons, for example, creates
a demand for a wide range of products and services
related to the home and leisure activities. Swedes are
also characterised by a love of outdoor activities, sports
and other healthy pursuits. Showing off your perfectly
decorated home with a newly renovated kitchen and
bathroom and invite your friends over for dinner is
equally important. But simultaneously Swedes spend
an increasing amount of money on eating and drinking
out. The Food & Beverage sector has grown rapidly
during 2015. (See Food & Beverage section.)
18
More on
p.18
consecutive
years of annual
retail sales
growth
E-COMMERCE SALES, 2006-2015 (bn SEK)
14.3
20.4
25.0
31.6
42.9 50
17.7
22.1
27.7
37.0
E-COMMERCE SALES, 2006-2015 (bn SEK)
14.3
20.4
8.3
Hungary
5.6
Ireland
5.4
UK
5.2
Luxembourg
4.8
Sweden
4.2
Slovakia
4.1
Czech rep.
3.3
Germany
3.2
Spain
3.0
Norway
2.5
Poland
2.5
Belgium
2.4
Denmark
2.0
Netherlands
2.0
Source: Knoema
2007
2008
2009
2010
2011
2012
2013
2014
2015 (f)
2008
2009
2010
2011
2012
2013
2014
2015 (f)
37.0
2007
27.7
Iceland
42.9 50
2006
22.1
31.6
2006
17.7
25.0
VOLUME OF RETAIL TRADE SALES GROWTH, %
Q42013 - Q42014
Sales in ecommerce
is expected
to reach 50
bn SEK by
2015
40%
of total household expenditure
is spent on retail and F&B
Source:
e-barometern
PRESENCE OF INTERNATIONAL RETAILERS
Mainstream
Stockholm is the springboard
for retailers into the region
and has the highest presence
of international retailers
compared to its Nordic peers,
followed by Copenhagen,
Oslo, Malmö, Gothenburg
and finally Helsinki.
1
Stockholm
2
Copenhagen
3
Oslo
4
Malmö
5
Gothenburg
Source: JLL
6
Helsinki
Premium
Luxury
11
International
retail brand
entrants
– a selection
Mature but vibrant retail market
The Swedish retail market is well developed and dominated by a small number of large chains. This is especially true for the volume trade of clothing, furniture
and food, where it is common for several different
chains to have the same owners. Swedish H&M is the
third largest global clothing retailer in the world and
IKEA the world’s largest furniture retailer. The success
of the two multinationals illustrates that the Swedish
retail market is mature and innovative and can compete well in the international market.
Opportunities in most retail segments
Sweden is well suited to new retail concepts and there
are opportunities in most segments. The market is
largely unregulated and open to international retailers.
However, as the global retail industry has expanded
rapidly into new markets, the Swedish and Nordic
markets have been relatively untapped by international retailers. Traditionally, the country has been dominated by domestic and Scandinavian brands, but in
recent years new brands have entered the market with
further expansion plans. There have been a number of
new openings during the last five years. Examples are
Hollister, Desigual, River Island, Sephora, Apple Store,
Zara Home, Habitat, Decathlon and Picard. There is
also an increasing interest from premium brands like
Prada, Stella McCartney, Ralph Lauren and more, in
establishing themselves in the exclusive Bibliotekstan
in Stockholm. In addition to that, food and beverage
players are also entering the market. For example, the
US coffee giant Starbucks is to expand in Stockholm
and open its second coffee shop in the Swedish
capital. Jamie Oliver's Italian, KFC and Dunkin Donuts
are also about to enter.
12
Photo: Mikael Sjöberg
Photo: Jeppe Wikström
Amarican Apparel
Apple Stores
Burberry
Decathlon
Desigual
Habitat
Hamleys
Hollister
Hunkemöller
Illum Bolighus
Marc Jacobs
Picard
Prada
Ralph Lauren
Rituals
River Island
Sephora
Stella McCartney
Victoria's Secret
XXL Sport
Zara Home
There have been a number
of new openings during the
last five years. Examples
are Hollister, Desigual,
River Island, Sephora, Apple
Store, Zara Home, Habitat,
Decathlon and Picard.
Market structure
and sector trends
in Sweden is dominated by
Swedish chains ICA, Coop and Axfood but the
competition from discount grocery players like
German Lidl and Danish Netto is increasing.
the grocery market
the pharmaceutical market was deregulated in
2009. Since then, a number of new players have
entered the market and more pharmacies have
opened, like Celecio with LloydsApotek.
Photo: Tuukka Ervasti
the sports and leisure sector is a good example of
how increased international competition is
changing the local market. With the recent arrival
of the retail chains XXL Sport from Norway and
Decathlon from France, the market is becoming
more competitive and focuses on both low prices
and broad variety. Swedish sports retailer
Stadium and Intersport are being forced to
change formats to adapt.
has seen a similar
development occur in the home market, with the
German giant Media Markt entering the market
in 2007. Aggressive marketing and increased
competition eventually led to the Swedish chain
OnOff being forced to declare bankruptcy in 2011.
Photo: Staffan Eliasssom
the home electronics sector
13
Photo: Ulf Lundin
Photo: Tove Freij
14
Swedes are
recognised both
for setting new
trends and rapidly
adopting them
from abroad.
They travel widely
and thus expand
their minds
culturally.
THE
SWEDISH
CONSUMER
CURIOUS AND PROGRESSIVE TRENDSETTERS
both for setting new trends and
rapidly adopting them from abroad. They travel widely
and thus expand their minds culturally, exposing
themselves to many different cultures and developing
a taste for new brands and experiences, which they
love to test against their own high standards. Swedes
are also demanding buyers who value function and
quality as much as design and branding in purchasing
decisions. As consumers, these globalised and curious
Swedes with urban lifestyles embrace newness, are
eager to try new concepts - both setting new trends
and rapidly adopting them from abroad. This national
mindset has led many players to use Sweden as a
testing ground for new products and services. For
example, Michael Kors, Coca-Cola, Diesel, Microsoft
swedes are recognised
and Apple have all used Sweden for early commercialisation projects.
The use of social media and mobile communication
is high and Sweden has the highest penetration of
internet users in the world. The consumption patterns
mirror both equality and individuality. Alternative
lifestyles and relationship patterns are tolerated and
welcomed. New movements within fashion, music or
design are often communicated through media, blogs
and personalities. According to the World Value
Survey, Sweden is one of the most individualised and
secularised countries in the world. This makes its
consumers different from any other country – while at
the same time staying a homogeneous group.
Sweden is one of the most
individualised and secularised
countries in the world.
Photo: Nicho Södling
Photo: Nicho Södling
- World Values Survey
Tourism facts
57
million
Tourism facts
44
bn SEK
46 percent is spent
on shopping
Expected to
spend SEK 60 bn in
the Swedish retail
market 2020
overnight stays, of
which 14 million are
international
Tourism facts
269
bn SEK
Photo: Serny Pernebjer
in total
expenditure from
tourists (+5.2%
since 2013)
16
Foreign
consumption in
Sweden has
increased twice as
much as the
domestic
consumption
Shopping is the
largest expenditure
with a 16% increase
since 2013
LARGE INCREASE IN
SHOPPING TOURISM
Did you k
now
...
…that Euro
vision 2016
is held in
the Globe
arena in St
oc
event that kholm. An
nearly 20
0
million pe
ople watch
ed
on T V in 20
15 .
Record volumes and shopping
expenditure fuel Swedish retail sales.
in the largest cities and
five-star culinary adventures, Sweden is gaining the
attention of travellers from around the world. A new
record was set in 2014 when 57 million commercial
overnights were registered, the largest increase originating from non-European countries like China, Japan
and Russia. The capital Stockholm attracted most
visitors with 12 million overnight stays.
The fact that tourism is the fastest growing industry
in Sweden has had a significant impact on retail and
shopping culture. Revenues from international visitors
have more than doubled in the last five-year period,
and visitor volumes have increased faster than the
European average. This trend can be observed in the
capital city, where luxury brands compete for the
affluent traveller’s attention on Stockholm's high
streets. Shopping was the largest single expenditure
for international visitors – 44 bn SEK.
FOREIGN VISITORS EXPENDITURES
IN SWEDEN, 2014
Photo: Jeff Sheldon
with the fashionable lifestyle
TOP COUNTRIES VISITING SWEDEN
Thousand
overnights
Norway
Germany
Denmark
PP I N G
bn SEK
O
SH
96
UK
3,293
Shopping: 46%
1,096
Accomodation & restaurants:
23%
667
Netherlands
Finland
2,801
Transportation: 15%
USA
617
540
Fuel: 8%
Switzerland
509
France
293
Italy
305
Culture & recreation: 6%
236
Other: 1%
Source: Swedish Agency for Economic and Regional Growth
Shopping: 46%
Shopping: 46%
Accomodation & restaurants: 23%
Transportation: 15%
Welcome to Sweden!
Transportation: 15%
Fuel: 8%
Since 2013 there has been a
Norway is undoubtely the
Shopping: 46%
Fuel: 8%
steady increase in visitors
most frequent visitor despite
from almost all the top visitwith only 1% increase,
Other: 1%
ing countries. Netherlands,
followed by Germany with
Transportation: 15%
Switzerland and USA is
8%. Only Denmark and
Other: 1%
Source: Swedish Agency for Economic and Regional Growth / SCB
among the top with an 12%
Fuel:Swedish
8%
Source:
Agency for Economic and Regional Growth / SCB
increase.
Swedish
Agency for Economic and Regional Growth / SCB
CultureSource:
& recreation:
6%
Finland have fewer overnight
stays than previous year.
Other: 1%
ish Agency for Economic and Regional Growth / SCB
17
Photo: Henrik Trygg
Photo: Graphicstock
FOODIE NATION
WITH GREAT TASTE
The all-pervasive Swedish interest in food and beverage
experiences is continuing unabated. Food innovators are
gaining an international reputation, and consumers are dining
out like never before.
swedish consumers are
spending more and more money
on food and beverages. The restaurant industry’s
turnover is growing fast and hit a record high of 110 bn
SEK in 2014. An increase by 4,2 percent from previous
year and a 40 bn SEK increase the last 10 years.
Sweden has also emerged as a foodie nation to
watch, with its modern food scene, indigenous cuisine
and culinary techniques that highly influence global
trends. Swedish chefs have achieved world recognition
by taking home both gold and silver medals at the
culinary Olympics, the Bocuse d’Or. And with gourmet
restaurants opening their doors all over the country,
Sweden has transformed itself into one of Europe’s
haute cuisine hot spots, which has definitely caught
the eye of food critics across the globe.
As of 2015, there are three restaurants with double
Michelin stars in the country – Mathias Dahlgren
Matsalen, Oaxen and restaurant Frantzen, all located
in Stockholm. A total of 21 Michelin stars are currently
spread over 18 restaurants in Stockholm, Gothenburg
and Malmö.
One particularly enlightening example of the
segment’s boost is the case of Mood Stockholm, the
Stockholm city shopping centre where eateries showcase a far bigger turnover than expected. And bear in
mind that food and drink prices in Sweden are the
fourth highest in the EU.
Unsurprisingly, curiosity about new types of food
and beverages is strongest in the larger cities of Stockholm, Gothenburg and Malmö, where expectations of
new restaurants and food and beverage initiatives are
high. This makes these cities a great testing ground.
Opportunities for anyone who wants to introduce new
exciting F&B concepts to Sweden most certainly exist
– from fast food to more fine dining concepts.
18
TOTAL F&B SALES PER SEGMENT, JAN–JUL 2015
Cafés/
Coffee shops:
7%
Hotel
restaurants:
10%
Workplace
restaurants:
4%
Entertainment
venues and
bars: 14%
65
bn SEK
Restaurants:
45%
Roadside
restaurants &
catering: 6%
Fast food
restaurants: 13%
Source: Visita/SCB
Opportunities to introduce new
exciting F&B concepts to Sweden
certainly exists.
GOOD SUPPLY
OF RETAIL SPACE
The Swedish shopping centre market is one of the most
mature and well developed in Europe. Major attractive
developments cater for increased demand.
Did you k
now
...
… Since 20
07,
segment al the café
one has
grown wit
h 70
Twice as m percent.
uch
industry in as the
total.
Most major Swedish cities have at least one retail
there is a considerable supply of retail space on the
park, with IKEA dominating the out-of-town market.
Swedish market and the total retail stock amounts to
The factory outlet centre market is immature and only
approximately 18 million sq m, including shopping centres, retail parks and high street premises. Sweden has
a few schemes have opened, including Arlandastad
some 400 sq m GLA per 1,000 people, compared to the Outlet Village and Freeport Designer Factory Outlet.
EU average of 231 sq m retail space per 1,000 people.
Some 15 new shopping centres located all over
Ever since the 1950s, Swedish families have been
Sweden are in the pipeline stretching to 2017. Some of
happily making weekly trips to their shopping destinathese recently opened and ongoing developments are
tions, both out of town and in the cities. Some 30 perpresented in the following city guides, ranging from
cent of the non-daily goods market occurs in shopping high-tech setups with a GLA of more than 100,000
sq m, to specialised city district developments and
centres. In the Stockholm area, this figure is closer to
shops in restored historical buildings. Examples are
50 percent. The retail sales in shopping centres
Mall of Scandinavia - the largest shopping centre in
account for more than 33 percent of total retail sales
Scandinavia, to be opened in november 2015.
in the country.
There is a healthy nationwide supply due to major
ongoing and planned expansions of shopping centres
and retail parks throughout the country, as well as a
number of city-centre renewal projects.
Much of Sweden’s retail space is under
institutional ownership and many owners specialise solely in retail property.
Developers and property owners are
Ever since the 1950s, Swedish families
working constantly to increase attrachave been happily making weekly trips to
tive retail space due to strong private
their shopping destinations.
consumption and growth in retail sales.
EXCELLENT LOGISTICS HUB
FOR NORTHERN EUROPE
as the most trade-friendly and
logistically efficient nation in the world, moving goods
and connecting manufacturers and consumers with
intentional markets. Sweden is the preferred choice
when companies consolidate distribution and warehousing activities in Northern Europe to one central
location. From Sweden, all major cities in Sweden,
Denmark and Norway are accessible by road transport
in less than 12 hours, while Estonia, Finland, Latvia,
Lithuania and western Russia are accessible within 24h.
Some ten Swedish locations are used by foreign companies for centralised distribution in Northern Europe.
sweden ranks top
Infrastructure investments have provided Sweden with
an outstanding capacity to assure fast, frequent and
timely deliveries. Road and rail capacity to and from
Sweden is supported by several high frequency ferry
connections and an extensive port network. The
Swedish distribution network comprises a large number
of freight-forwarding and full-service third-party logistics (3PL) providers. Driven by demands from diversified and multinational industries, Sweden’s logistics
sector has become one of the most capable in Europe.
Early globalisation of Swedish created high demand for
efficient transport and communications systems.
19
Gallerian, Stockholm
Mood, Stockhom
Photo: Jacob Nyremark
Photo: Nils Carmel
Food court, Malmö
Food experience,
Sweden
Photo: Göran Assner
Götaplatsen, Gothenburg
Photo: Jacob Fridholm
Picninc,
Sweden
Photo: Susanne Walström
Grandpa, Stockholm
Photo: Mikael Sjöberg
Liseberg,
Gothenburg
20
Photo: Göran Assner
Photo: Joakim Lloyd Raboff
Turning Torso,
Malmö
Photo: Janus Langhorn
Local brewery, Malmö
ESTABLISHMENT FACTS
SETTING UP OPERATIONS IN SWEDEN
IS EASY AND COST EFFICIENT
Way of entering the market
The most common way to enter the Swedish retail
market is through direct ownership. Franchise and
entering via shop-in-shops could also be a way but the
Swedish franchise market is not that mature compared to other European countries. It can be difficult to
find financial partners and master franchisees investing in new international brands.
Favourable rental conditions
There are no restrictions on foreign companies either
buying or renting property in Sweden. It is generally
believed that the Swedish lease structure is more
orientated toward tenant than landlord. The tenancy
security is strong and the tenant has the right to renew
at the lease end. Standard lease terms are 3–5 years
for shopping centres and high street units. Longer
terms, usually 7–10 years, apply for retail parks and
anchor tenants. Rents are normally constructed as a
minimum base rent with a turnover element if sales
exceed the base rent. Rents are annually indexed to
the development of consumer prices, and the tenant
has the right to renew the contract for three years.
Commercial leases and rents
Compared to other countries, tenants have a strong
legal position and right to the rented premises. Generally, landlords bear a higher proportion of operating
costs than in other countries. Rent usually includes
heating and water but not electricity or telecommunications. Rent also often includes cleaning of common
areas and snow removal. Rental costs for a fashion
store typically amount to 8–10 percent of sales.
Opening hours
Companies are free to set their own opening hours, as
long as this is not in conflict with the rental contract.
It is common for the retail trade in a specific city to
coordinate opening hours. Typical opening hours for
high streets are 10.00–19.00 Mon-Fri, 10.00–17.00 Sat,
11.00–16.00 Sun. For shopping malls opening hours
are longer, until 20.00/21.00 weekdays and
17.00/18.00 weekends. For grocery stores opening
hours are longer.
Salary costs
The median monthly salary for a full-time sales clerk
in retail is 24,300 SEK, excluding social fees. Typically,
salary costs for a fashion store amount to 17–19
percent of sales. There is no statutory minimum wage
in Sweden; wage issues are instead left to employers
and employees and their representatives. In the retail
sector the trade union stipulates in the collective
agreement a minimum monthly and hourly wage
depending on age and experience.
Starting a business in Sweden - fast and easy
Setting up a business in Sweden is a straightforward
process. Procedures are simple and efficient, based on
a transparent system that seeks to facilitate establishment of new enterprises without bureaucracy.
85 percent of the population speaks English.
For more detailed information on how to expand to
Sweden – please contact Business Sweden.
RETAIL RENTS 2015
SEK/month/sq m – Average market rent to top rent
City
AA Location
A Location
B Location
C Location
Stockholm
5050–10500
2050–4733
1283–2600
1100–1867
Gothenburg
2800–5725
1450–3000
817–1900
550–1083
Malmö
2925–4225
1800–2500
800–1517
567–1000
Source: Newsec
21
BRINGING BUSINESS
TO SWEDEN
AN A-Z GUIDE
What seems to be the overall experience
among companies that have brought their
business into the Swedish market is how
easy things are. The business climate is
characterised by simplicity, openness and
transparency. Presented here is list of
arguments, in alphabetical order, as to why
Sweden is a thriving market that should be
looked into.
ANNUAL GROWTH
The Swedish retail market
has enjoyed positive annual
growth for more than a decade, fuelled by steady population growth and rising disposable incomes. Overall,
retail sales show an increase
of 51 percent since 2000,
and according to the Swedish
Trade Federation, retail sales
are expected to grow by 30
percent until 2020.
BUSINESS FRIENDLY
Sweden is known for its
non-hierarchical management approach based on
consensus, knowledgesharing and delegation of
responsibility to the individual. Business frameworks are
transparent and user-friendly.
A high percentage of those
employed speak English, and
in many cases, additional
languages.
COLLECTIVE
AGREEMENT
Sweden has a tradition of
mutual respect and cooperation between companies and
their employees. Labour
relations between employers
22
and trade unions are cordial
and constructive. Industrial
disputes and conflicts are
rare. Employers or employers’ organisations hold discussions with the unions to
agree on collective agreements for employees.
These regulate wages and
employment conditions.
About 90 percent of employees in Sweden are protected
by collective agreements.
Employers in the retail
industry are automatically
entered into collective
agreements when they
become members of the
Swedish Trade Federation.
DOUBLE TOURISM
REVENUES BY 2020
Tourism is Sweden’s fastest
growing industry, with significant revenues expected
to double by 2020. Shopping
tourism is on the rise and
Sweden is mostly visited by
tourists from neighbouring
Denmark, Norway and
Finland, and others nearby,
such as Germany and the
UK. Strongest growth comes
from non-European markets
like China, Japan and Russia.
EXPERTS’ FAST
TRACK
Sweden offers special
income-tax relief to encourage highly skilled people,
such as international executives, experts, researchers
and others with special
skills, to work in Sweden.
The tax relief scheme makes
it easier for foreign-owned
and domestic companies to
attract experts and other
key people from abroad to
work in Sweden. The tax
relief is motivated by the
fact that foreign experts and
others who live in Sweden
for short periods cannot gain
full advantage from
Sweden’s social welfare and
pension system.
FINANCIALLY STABLE
COUNTRY
Sweden has not been as
affected by the financial
crisis as the rest of Europe.
With lowered interest rates
and rising disposable in
comes, the outlook is
positive. In addition, low
sovereign debts, transparent
economies, an intact banking system and consumers
with sound personal finances produce a rare combination of stability and growth
potential. Sweden has a
competitive export industry
focusing on investment and
on input goods such as components and raw materials.
GROCERY GIANTS
The three largest retailers in
Sweden are in the grocery
retailer segment. The largest
of these companies, in terms
of retail sales value in 2014,
is ICA Sverige, followed by
Axfood and Coop Sverige.
Multinational actors play an
important role in Swedish
retail, especially in nongrocery retail, but they are
now gaining in significance
even in grocery retail thanks
to the escalating share of
German Lidl and Danish
Netto discounters.
HQs CHOOSE
SWEDEN
Sweden has the second highest number of global headquarters in the world per
million inhabitants. 24 of the
Forbes 2000 companies
have their global headquarters in Sweden.
INTERNET SAVVY
Sweden tops the Networked
Readiness Index’s (NRI)
rankings as the third most
networked economy in the
world. The country’s showing is outstanding across the
board: 1st, 2nd, and 3rd for
individual usage, business
readiness, and infra
structure environment,
respectively. E-commerce of
goods grows strongly. Seven
out of ten consumers shop
online, with consumer
electronics, clothes and
books topping the list.
JUST ONE WORLD
For most Swedes today,
sustainability is a way of life.
Sweden ranks first in the EU
in consumption of organic
foods, leads the way in recycling drinks cans and
bottles, and gets most of its
energy from renewable
sources. Sustainable development is a key objective for
the Swedish Government,
both at home and abroad.
The reasoning is that members of one generation
should conserve resources
for future generations.
A recent study by the
European Commission found
that 40 percent of Swedes
had purchased an ecolabelled item over the past
month, compared with the
EU average of 17 percent.
In 2010, Stockholm won an
award for being the first
Green Capital of Europe, for
its efforts to improve the
environment, the economy
and the quality of life of its
citizens.
KEY MONEY
Key money for retail premises
is not that common but it
exists, particularly in prime
locations. A security deposit
or bank guarantee equivalent to between three and six
months’ rent is normal.
LOW CORPORATE
TAX
Sweden is one of Europe’s
most competitive locations
for corporate taxation.
Sweden’s tax structure is
transparent, efficient and
designed to meet the needs
of international investors.
Corporate tax is low by
international standards at a
rate of 22 percent, and is
also based solely on the
company’s annual profit.
No licence tax or local
corporate tax is applicable.
Tax frameworks for
businesses compare very
favourably with other
OECD nations.
MORE CENTRAL
THAN YOU MIGHT
THINK
By plane, train, boat, truck
or car, Sweden lies within a
comfortable distance of
many European destinations. Flights from Sweden
reach the rest of Europe
within two hours and major
Asian markets and the US in
about 10. By truck, all major
cities in Denmark, Finland
and Norway can be reached
in less than 12 hours. Estonia, Latvia, Lithuania and
western Russia in 24. Sweden ranks at the top as the
most trade-friendly and
logistically efficient nation
in the world, moving goods
and connecting manufacturers and consumers with
international markets.
Sweden is also the preferred
choice when consolidating
distribution and warehousing activities in Northern
Europe.
NOT JUST “LAGOM”
The word “lagom” can be
applied to many things –
sugar in coffee, behaviour,
having a job, the size of your
house, drinking. It pretty
much means “it’s just
right”, “everything in
moderation” and “don’t get
too big for your boots” all
rolled into one word. Swedish business people consider
themselves lagom, meaning
normal. However, the
Swedish way seems to be
amazingly efficient. Sweden
is considered an innovative
and creative country, and one
successful Swedish company
after the other appears on
the global market.
OPENING HOURS
Regular opening hours at
most shops are 10 am to
7 pm on weekdays. All
shopping centres and
department stores are open
on Sundays. In the larger
cities, department stores
remain open until 7 pm or
longer. Retailers are free to
set their own opening hours,
as long as this does not
conflict with the rental
agreement.
PAYMENTS ON TIME
According to Intrum
Justitia’s European Payment
Index, Sweden is a country
where companies can expect
to get paid on time for their
services. The average payment periods in Sweden are
26 days for B2C and 35 days
for B2B, compared to the
European average of 36 days
for B2C and 49 days for B2B.
QUALITY OF LIFE
The Human Development
Report 2014 from the United
Nations ranks Sweden as
the world’s 12th best
country in which to live. The
report’s human development index compares living
conditions in the world’s
nations and determines
rankings based on a wide
range of parameters, including life expectancy, education enrolment levels, adult
literacy and economic output.
RENTAL
CONDITIONS
Compared to other countries, tenants in Sweden
have a strong legal position
and right to the rented
premises. Standard lease
terms are 3-5 years for
shopping centres and high
street units. The tenant has
the right to renew the
contract for a further three
years. Rents are normally
constructed as a minimum
base rent with a turnover
element if the sales exceed
the base rent. There is a
high standard in the premises and fee structures are
generally cost-effective.
Rents are linked to changes
in the consumer price index
to keep pace with inflation.
The market rent includes
heating and excludes
property tax.
SALARY COSTS
The median monthly salary
for a full-time sales clerk in
retail is 24 300 SEK,
excluding social fees. There
is no statutory minimum
wage in Sweden; the trade
union stipulates in the collective agreement (see
above) a minimum monthly
and hourly wage depending
on age and experience.
TRANSPARENCY
All Western politicians claim
to promote transparency
and technology. The
Scandinavians can do so
with more justification than
most. Performances of all
schools and hospitals are
measured. Sweden is also a
leader in e-government –
you can pay your taxes with
a text message.
Governments are forced to
operate in the harsh light of
day. Sweden allows everyone access to all official
records. Compared to many
other markets, Sweden has a
transparent climate with
information, from real estate
agencies to governmental
institutions, easily
accessible to all.
URBANISATION
Swedes are escaping from
the countryside at a fast
pace and gathering in the
major cities of Stockholm,
Gothenburg and Malmö.
Stockholm is the fastest-growing city in Western
Europe and by 2030, the
Stockholm region will have
about 4 million inhabitants.
ten percent or five percent if
the margin is less than ten
percent. The item must
belong to the shop’s normal
range and should have a
regular price.
YUPPIES AT
STUREPLAN
Stureplan is more than an
address, it is also Stockholm’s symbol for luxury
and style. Business people,
media icons, models and
celebrities stroll past the
square’s famous “mushroom” to visit some of the
city’s most exclusive clubs,
restaurants and retailers
along Birger Jarlsgatan and
Bibliotekstan.
ZEITGEIST
AWARENESS
Sweden is recognised for
both setting new trends and
rapidly adopting them from
abroad. Consumers are considered demanding buyers
who value new technology,
function and quality as much
as design.
VAT
In Sweden, VAT (in Swedish
“moms”) is applied at a
standard 25% rate on almost
all goods and services. Some
exceptions apply, however,
to hotel accommodation and
groceries (12%) and passenger transportation (6%).
WORLD
COMPETITIVENESS
Sweden’s overall performance in the prestigious
World Bank’s ranking, the
World Competitiveness
Report, puts Sweden in 10th
place in overall global competitiveness, in 7th place in
innovation, 8th in business
sophistication and 3rd in
tecnological readiness.
X-TRAPRIS
Normally spelled “extrapris”, “x-trapris” is sometimes seen in shop windows
to indicate a temporary
reduced price on selected
items. According to the
Consumer Agency’s guidelines on temporary price
activities, these concern
price reductions of at least
23
24
Daily goods
Non-daily goods
Total
Stockholm
102
126
114
Sweden
100
100
100
STOCKHOLM
Retail sales index
Source: HUI
STOCKHOLM
THE CAPITAL OF
SCANDINAVIA
Stockholm is Europe’s
fastest growing city and
regularly ranks among the
top cities to do business in.
The international
atmosphere, the beneficial
entrepreneurial climate
and an audience of
affluent, sophisticated
shoppers create exciting
opportunities for brands
in all retail areas.
KEY FACTS STOCKHOLM
GRP/Capita*:
587,219 SEK
Population
• City: 911,989
• County: 2.2 million
(+36,000 since 2014)
• Greater region: 3.7 million
Workforce greater region:
2 million
Students: 111,000
Companies: 438 930
Foreign owned companies: 11,570
Average age: 39
Highly educated people: 40%
Single households: 43%
Average income: SEK 279,000
Retail sales*: 143 bn SEK
(24% of total Sweden)
* Stockholm County
Sources: Stockholm Business Region,
HUI, SCB
25
Photo: Henrik Trygg
STOCKHOLM
AN OVERVIEW
PWC has ranked Stockholm the
world’s second most competitive
city, leading the world in
categories such as intellectual
capital and innovation, health,
security and quality of life. The
city is often considered a leader
in adopting new technologies and
setting new consumer trends.
Stockholm is ranked no 1 in the
world for quality of life as well
as entreprenurial environment.
(PVC Cities of Opportunity Index 2014)
the greater stockholm region is by far the largest in
Sweden, with 3.7 million inhabitants, or 38 percent of
the population. Almost four out of ten Swedes live
within commuting distance of downtown Stockholm.
More than every third company in Sweden has
started up in Stockholm County and accounts for 32
percent of Sweden’s GDP. Almost half of all multinationals with operations in Scandinavia, as well as a
majority of Swedish companies, have their headquarters in Stockholm.
Stockholm is the epicentre of one of the most
knowledge-intensive and innovative regions in the
world, which gives you access to a well trained workforce. Also, the Swedish culture is open-minded, and
the ability to bridge disciplines and bring together
corporate and academic research environments puts
Stockholm in a great position to deliver results.
26
79%
higher GRP/capita in
Stockholm, compared to the
average EU city region
Stockholmers are trendy and “spendy”
Stockholm County has one of the highest GRPs per
capita in Europe. Of the 306 regions in Europe,
Stockholm ranks at number seven with a 79 percent higher GRP per capita than the average region
in the EU. Compared to the rest of Sweden, Stockholm inhabitants are the highest income earners in
the country and spend a large amount on retail.
The consumers have an international mindset
and are sensitive to, and accepting of, new trends in
every area.
Europe’s fastest growing city creates
great retail demand
There has been a considerable surge in new retail
space developments and expansions of shopping
centres and city districts. Reasons are swelling
retail sales and high population growth rates, much
higher compared to other leading European cities.
Currently, around 36,000 people move into
Stockholm each year, half of which are newborn
and half new arrivals, which makes it the fastest
growing city in Western Europe. Stockholm is
predicted to grow at a rate six times faster than
Paris and twice as fast as Copenhagen by 2030.
The Stockholm region plans to add another
180,000 new housing units by the year 2021, and
new metro lines are also planned. With almost
12 million commercial overnight stays per year,
Stockholm County is one of the most attractive
tourist destinations in Europe. The city is also
recognised as a new culinary destination, with
12 Michelin stars awarded to nine different
restaurants.
The opportunities for international retail brands
are many and most indicators are in Stockholm’s
favour, in particular for retail chains.
Simply put: Stockholm offers high purchasing
power, one of Europe’s most popular tourist destinations and an attractive business environment.
STOCKHOLM
... Stockholm ranks as the most popular
destination for international retailers in
the Nordic region JLL’s report ‘Destination Nordics 2015
... Stockholm is at the center of the tourism
industry with close to 12 million overnight
stays in commercial establishments
... Stockholm is the fastest growing city
in Western Europe Stockholm Chamber of Commerce
27
Photo: Conny Fridh
DID YOU
KNOW
THAT...
3. Täby Centrum
LARGEST EXTERNAL
SHOPPING DESTINATIONS
STOCKHOLM REGION
2. Barkarby Retail Park
15. Mörby
Centrum
5. Kista
Galleria
E4
E18
E18
16. Stinsen
12. Sollentuna Centrum
10. Vällingby City
19. Mall of Scandinavia
13. Solna
Centum
9. Bromma Blocks
275
STOCKHOLM
CITY
8. Liljeholmstorget
4. Sickla
Köpkvarter
11. Nacka
Forum
17. Globen Shopping
E20
7. Skärholmen
Centrum
226
1. & 18. Kungens Kurva
73
14. Heron City
E4
Railway
New Development
Airport
Shopping centre
Existing shopping centre
going through expansion or
development
Retail Park
Existing retail park going
through expansion or
development
6. Farsta Centrum
Largest shopping
centres and retail
parks according to
turnover
1. KUNGENS KURVA R. P
Owner: IKEA Fastigheter
Turnover: SEK 5,592 m
GLA: 182,200 sq m
No of tenants: 72
3. TÄBY CENTRUM
Owner: Unibail Rodamco
GLA: 62,075 sq m
No of tenants: 230
5. KISTA GALLERIA
Owner: Citycon
GLA: 54,450 sq m
No of tenants: 170
7. SKÄRHOLMEN CENTRUM
Owner: Grosvenor Fund
GLA: 53,950 sq m
No of tenants: 166
Source: SSCD
2. BARKARBY RETAIL PARK
Owner: IKEA Fastigheter
GLA: 159,150 sq m
No of tenants: 57
4. SICKLA KÖPKVARTER
Owner: Atrium Ljungberg
GLA: 75,525 sq m
No of tenants: 160
6. FARSTA CENTRUM
Owner: Atrium Ljungberg
GLA: 51,675 sq m
No of tenants: 159
8. LILJEHOLMSTORGET
Owner: Citycon
GLA: 26,400 sq m
No of tenants: 92
28
STOCKHOLM
EXAMPLES OF SHOPPING CENTRES
4 Sickla Köpkvarter is the hub of a growing
new part of Stockholm. A meeting place and
strong urban soul where people live and work
next door to shopping, restaurants, culture,
learning and international corporations with
workplaces for about 5,000 people. Sickla
also offers a wide cultural range including a
library, cinema, museums and craft workshops. The centre has 160 shops with offerings in all segments but with many interior
design and furniture retailers. Examples of
retailers: G-Star Raw, Designtorget, Urban
Deli, Bookbinders Design, Naturkompaniet.
5 Kista Galleria is the largest shopping
centre in Stockholm with 170 stores and it
enjoys a dominant position in the fast-growing northern area of the city, with a strong
and stable catchment area. Located in Kista,
the largest office submarket outside the city
centre, with over 1 million sq m of office
space. 125,000 people live and 70,000 people work in the area. The opening hours are
10 am to 9 pm every day, which are the most
generous opening hours in Stockholm.
Examples of retailers: Gina Tricot, Adidas,
Monki, New Yorker, Boomerang, Jysk.
6 Farsta Centrum is a modern 50-year old
centre with a unique 1960s style. With its
extensive range of retail, workplaces, cultural
centres, educational facilities, services and
ﬁtness and health care facilities, Farsta
Centrum functions not only as one of Stockholm’s biggest retail hubs, but as a major city
district centre. In the middle of Farsta Centrum lies one of Sweden's few lively outdoor
market places. Examples of retailers: GATT,
Amazing Seven, Åhlens, Lagerhaus, Clas
Ohlson, Stadium, H&M, Rituals and KappAhl.
8 Liljeholmstorget opened in October 2009
and is located directly adjacent to one of
Stockholm’s main communications hubs for
public transport, where the metro, buses,
and trams converge. The shopping centre
has three floors with 92 shops, cafés and
restaurants. The centre is Europe’s greenest,
the first shopping centre in Europe to achieve
LEED certification (Leadership in Energy and
Environmental Design) at the highest level.
Examples of retailers: Deichmann, Clas
Ohlson, Esprit.
3 Täby Centrum is one of the largest shopping centre facilities in the Stockholm area
with a leasable area of 62,075 sq m. The centre has 230 stores, many restaurants and
cafés, and two large supermarkets. Stores
and restaurants include Apple, L'Oréal, Filippa
K, Hollister and Vapiano to name a few.
There is also a newly refurbished cinema and
other services. Täby Centrum was awarded
best Swedish shopping mall of the year 2014
and best nordic shopping mall in 2015. These
awards are given every year by NCSC.
11 Nacka Forum is the largest shopping
centre in the southeastern part of Stockholm,
and accommodates 129 shops, restaurants
and cafés on four levels. The 38,000 sq m
centre offers fashion, interior design, F&B and
services with 1,900 indoor parking spaces.
There are also pharmacies, a library, banks,
health care and offices. Stores and restaurants include Zara, Mango, Sephora, Hamleys
and Melanders as well as exciting new pop-up
concepts.
19 Mall of Scandinavia Next to the new National Arena by Solna
Station, Scandinavia's largest retail facility Mall Of Scandinavia,
will open up in November 2015. This new Nordic flagship will be an
important part of the integrated event city.
The building covers about 300 000sqm including parking spaces
for 4000 cars and in total around 250 shops, restaurants and
much more. On the roof of the commercial facility, an office building at 45 000 sqm is planned, along with over 100 apartments.
Sweden´s first IMAX cinema will be one of many new experiences
for the Stockholm inhabitants and visitors along with
restaurants, coffee shops and exclusive shops.
Mall of Scandinavia benefits from an outstanding location, only 7
minutes from Stockholm city, and with direct access from the E4
and E18 highways. A new metro station is also planned for 2022.
9. BROMMA BLOCKS
Owner: Starwood Capital Gr.
GLA: 50,300 sq m
No of tenants: 76
11. NACKA FORUM
GLA: 38,000 sq m
No of tenants: 129
13. SOLNA CENTRUM
GLA: 36,250 sq m
No of tenants: 132
15. MÖRBY CENTRUM
Owner: Diligentia
Turnover: SEK 803 m
GLA: 14,900 sq m
No of tenants: 85
17. GLOBEN SHOPPING
Owner: Klövern
Turnover: SEK 550 m
GLA: 16,200 sq m
No of tenants: 56
10. VÄLLINGBY CITY
Owner: AB Svenska Bostäder
GLA: 50,450 sq m
No of tenants: 144
12. SOLLENTUNA CENTRUM
Owner: Olav Thon Gruppen
GLA: 35,000 sq m
No of tenants: 109
14. HERON CITY
Owner: Niam
GLA: 46,325 sq m
No of tenants: 33
16. STINSEN
Owner: CBRE Global Investors
Turnover: SEK 795 m
GLA: 34,875 sq m
No of tenants: 63
18. KUNGENS KURVA
SHOPPING CENTER
Owner: IKEA Centres Sverige
Turnover: SEK 260 m
GLA: 19,175 sq m
No of tenants: 24
29
SHOPPING CENTRES
AND DEPARTMENT STORES
IN STOCKHOLM CITY
T
T
Vasastan
A hip residential area with many
smaller fashion and interior
stores and culinary restaurants.
T
Östermalm
This large sophisticated residential
area (“Upper East Side”) has the
largest concentration of private
wealth in Stockholm.
T
Norrmalm
The central business district and main
retail district of Stockholm.
4
T
City
centre
T
T
6
8
T
11
5
Kungsholmen
Mainly a residential area for affluent
professionals. The prime retail area
is Västermalmsgallerian.
12 T
J
10
1
T
T
Gamla stan
The Old Town dates from the
13th century.
Did you know ...
… th at Mo no cle
rec
ch os e Ga ml a Sta en tly
n as
“to p up -an d-c om the
ing
ne igh bo urh oo d in
the wo rld ”
T
Did you know ...
T
T
7
T
… that fashion magazine
Vogue recently mapped
out the 15 coolest neighbourhoods in the world,
and Södermalm
in Stockholm
placed 3rd
Södermalm
Stockholm’s most populated island,
attracting young, trend-sensitive urbanites,
includes the retail and F&B district SoFo.
The bohemian area is home to a mixture of
trendy contemporary boutiques.
J
T
9
3
T
J Commuter trains
T Metro
30
2
T
SHOPPING CENTRES
1
Gallerian
Stockholm’s first and largest shopping centre, located in the
heart of downtown Stockholm’s commercial hub. Comprising
77 shops and restaurants, Gallerian holds an exciting mix of
international and Swedish retailers. Among them are the most
successful Hollister store in Scandinavia and the first River
Island store in Sweden. The centre is expertly connected with
the underground and tram. Car access is one of the best in the
CBD. The next step is an additional 5,000 sq m of new retail
space containing more attractive shopping, restaurants and
entertainment concepts. Retailers include Hollister, River
Island, Lindex, Topshop, Clas Ohlson, G-Star RAW and H&M.
Owner: AMF Fastigheter Turnover: SEK 1,825 m
GLA: 28,075 sq m No of tenants: 77
2
Fältöversten
Fältöversten is located in the heart of Östermalm, one of the
most upmarket residential areas in Stockholm. A spacious
centre with around 60 stores and restaurants that satisfies
most of the shopping needs of its affluent neighbours.
The atmosphere is welcoming with big labels sharing the
space alongside small high-end and lifestyle brands, traditional and classic but with a modern twist. The centre is
continually evolving, aiming to uphold and improve an innovative and exciting mix of food, fashion and service. Retailers
include H&M, Kicks, Lindex, Calzedonia and Rituals.
Owner: AMF Fastigheter Turnover: SEK 1,160 m
3
Ringen
Ringen is at the core of Södermalm, the trendiest and most
innovative part of Stockholm and houses a mix of brands that
reflect the diverse, creative and innovative people in the
area. The galleria is a laid-back space for socialising and
everyday shopping needs where different styles create an
attractive unity with a quirky edge. To create a feeling of an
“urban backyard”, the next step is to develop and improve the
food market with the aim of delivering high-standard food
and beverage offerings from early morning to late night.
Retailers include Stadium, H&M, MQ and ICA.
Owner: AMF Fastigheter Turnover: SEK 958 m
4
Sturegallerian
Owner: Tamweelview European Turnover: SEK 915 m
Centralstationen
Centralstationen is the main hub for tourists arriving from all
over the world, connecting people to railways, metro line and
buses. Apart from that, Centralstationen offers a wide
selection of stores, restaurants and coffee shops. Retailers
include Lindex, Starbucks, ICA, Burger King and Lush.
Owner: Jernhusen Turnover: SEK 765 m
6
Västermalmsgallerian
consumers do their daily shopping and spend time with
friends and family. The centre is located right by Fridhems
plan metro station, Stockholm’s third largest hub for public
transport. Retailers include Rituals, H&M, Gina Tricot,
Polarn o Pyret and Espresso House.
7
Hornstull
Opened in 2013 in the city’s hipster-crowded southwest
corner, Hornstull is a welcoming commercial addition to the
district. With a pronounced emphasis on food, drink and
social shopping, visitors can choose from a mix of some 30
F&B and apparel outlets. Retailers include H&M, Picard,
Juiceverket, Frozzy Yogurt, L’Occitane and Designer’s Loft.
Owner: Bonnier Fastigheter, Turnover: SEK 490 m
8
Mood Stockholm
Mood Stockholm is shopping beyond shopping. An entire
block in the heart of the city with an elegant, diverse and
international atmosphere. This is the place to find unique
concepts, a high level of service and some of Stockholm’s
most popular restaurants, attracting a trend-aware target
group with the highest of standards. The tenant mix, containing 46 units, covering the whole range from beauty to interiors perfectly reflects the needs and wants of an urban consumer. Mood Stockholm is located close to three different
metro stations and is also easily accessible by car. Retailers
include Ralph Lauren Group, Samsoe & Samsoe, Filippa K
(Best of Brands), Vigårda, Napapijiri and more.
GLA: 9,275sq m No of tenants: 46
9
Galleria Skrapan
The ground floor of what used to be the Swedish tax authorities’ headquarters is today a 8,600 sq m retail space with a
wide range of shopping offerings as well as a rooftop restaurant and a sky bar. The well known high-rise – now converted
into student apartments – has a central location on Södermalm and attracts shoppers of all ages. Retailers include
Monki, Dressroom, Habitat and Vapiano.
Owner: Vasakronan Turnover: SEK 335 m
10 PK-Huset
Connected to the classic department store NK is the smaller
PK-Huset, with its ambition to offer something new for every
family member. Well known Swedish fashion brands mingle
with a handful of jewellery, watch, beauty and children’s
clothes stores. Retailers include Acne, Tiger of Sweden,
Gina Tricot and Polarn o Pyret.
Owner: Pembroke Real Estate Turnover: SEK 305 m GLA: 5,250 sq m
No of tenants: 20
Located in the dandyish area of Stureplan, Sturegallerian has
been a meeting point for discerning shoppers, bookworms,
gourmets, coffee lovers and interior design enthusiasts since
1989. Sturegallerian caters to several walks of urban life with
a diverse offering of shopping, restaurants, patisseries,
nightclubs, entertainment and recreation. Retailers include:
Zara, Rituals, J.Lindeberg, Massimo Dutti, My Closet, Casall,
Sturehof, Grand Escalier and Sturebadet Spa.
5
STOCKHOLM
Located throughout the city –
from the from “Upper East Side”
Östermalm to hipster Söder – these
are the Stockholmers’ favourite
indoor shopping destinations:
In the heart of Kungsholmen, one of the most urban and lively
districts in Stockholm, lies the shopping centre Västermalms
gallerian. It contains more than 40 shops, creating an attractive mix of fashion, food and services. This is where the urban
DEPARTMENTS STORES
11 NK
The classic department store of Stockholm, located on the
major shopping street Hamngatan and adjacent to Mood
Stockholm. 118 different stores featuring a vast assortment of
high-end fashion and luxury goods. Restaurants and cafés for
refreshments are found throughout the building. A popular
grocery store and bakery is located in the basement. Examples of stores: Hermés, Ralph Lauren, Paul Smith, Burberry
and Max Mara.
Owner: Hufvudstaden, Turnover: SEK 2,380 m
12 Åhléns City
Åhléns is the leading department store operator in Sweden
whose flagship Åhléns City is the largest department store in
Stockholm. Here over 1,000 quality brands co-exist to offer the
widest assortment in town of fashion, beauty, accessories and
lifestyle products. Examples of brands: Desigual, Hugo Boss,
Filippa K, J. Lindeberg, Oasis, Muji, Guess, Diesel and Acne.
Owner: Ramsbury Property Turnover: SEK 1,635 m
Source: SSCD
31
KEY RETAIL AREAS
AND DISTRICTS
Bi
rg
er
STOCKHOLM CITY CENTRE
Scandic
Haymarket
H&
Ma
lm
to r
gs
ga
tan
Rive
H
les
gat
an
on
äg
sg
at
an
Ka
rdu
ans
T
m
r
aka
sga
sga
tan
J
o
ak
bs
tan
sta
u ra
nt
F 12
Gustav Adolfs Torg
n
mg
ata
n
ks
ro
on
ab
ron
br
alb
s
Va
nt r
Ri
Ce
ö
St r
ro
d
Fre
ta
sga
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Re
No
en
nd
r
an
at i
nv
H
u
e rk
r Isla
te
ollis
gat
n
Starbucks
d
re
H& M
Media Markt
ing
et
l St
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Va
ata
t tug
ttn
ug
a fa r
ata
K lar
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Va
n
ata
Dro
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tra
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s t ra n
Runner s' Sto
gatan
ata
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Ce n
Ös
Mälar
ädgårdds
Mexx
og
Vä
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J
lba c k
Tege
Klara
Topshop
Footlocker
ck s
ob
Jak
32
Clas Ohlson
gatan
rk
Ky
ra
T
sg .
s
Ki
hus
bu
ba n
Regerings
Cu
re
rida
Illums Bolig
n
Västra Tr
an
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sm
Vic torias Sec
es
Gudrun Sjödén
Gallerian
Sergels Torg
Be
t ra
K la
ckh
Radisson Blu
Waterfront
Congress
gs
Dr
Ös
an
Sto
Wagamama
co
rlin
ra
gat
T
T
r
Ca
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Vas
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Radisson Blu Royal
Viking Hotel
K la
T
T
Desigual
s
XXL
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9
tan
M
T
an
gat
H&M
6 Hamngatan
Monki
ra b
M
dex
Mango
K la
H&
y
uelsgatan
NK
Dunkin' Donuts
lé n
Lin
Mäster Sam
Hobbs
t
y
ta
Åh
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o
Tric
M
an
gat
Mood
Stockholm
Cer vera
a
Gin
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it
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Stadium
ga
a
s
ndeln
r ko
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mu
Ma
M
H
H&
o
Hemtex
Kjell & Compan
on
Denim & Supply
Boquerian
Club Monac
gen
hls
atan
av ä
sO
H
PANE FR
m
H&
n
ky
Cla
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ann
ata
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at
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che
Ser
od
is
ara
l
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Des
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Mo
ata
eB
t
T
L ev
Th
ico
a Tr
Rodebjer
Regeringsgatan
Gin
jdg
ga
ra
Nordic Light Hotel
rgs
n
halle
killnad
Höto
ka
M
H&
Akadem
ay
e kd
K la
T
Hötorget
S lö
Bro
Noa Noa
Jakobsbergsg
tan
Nespresso
Slettvoll
is
Ind
la
am
T
Konserthuset
t
k
We
tan
Oxtorgsgatan
Malms
Sc
We
Ku
ga
ng s
Bo
rge
Lästmakargatan
ra
Bik
n to
T
r ve
T
dex
sig
De
Lush
Ce
an
eric el
Am ppar
A
en
K 25
T
Lin
elb
erg
n
S co
sga
Triumph
T
ta
sga
Bistro
Rigoletto
an
8 Kungsgat
shall
n
Stadium
l
ta
L'Occitane
Pa
Ga
Riz zo
of
s
me
ta
Brunnsgatan
Ecco
Ol
G
rg
abe
n
T
Kung
Ap
ata
ga
s Gata
Elgiganten
J Commuter trains
T Metro
Restaurant
Hotel
Culture
e lg
an
n
Tun
T
rls
d sga t
DE LI
David Bagare
skillna
URBAN
Malm
Retail in Stockholm’s city centre is concentrated
in connected shopping areas, each with their
own unique atmosphere and commercial supply.
Ja
r
To
g
n
an
dM
La
Ca
sa
gat
d sg
ata
du
n
ré e
Tw
is
ll
Filip
ata
eg
7 for all
Efva
nkind
At tling ma
3
ing
n
ata
rg Je
gat a n
Prin
Ridd
nsen
se n
T
Pra
ry
da
car
Jac
ob
a r ga
tan
4
n
sso
rJ
sg
n
a rl
Church's
Teatergrillen
Riche
n
Massimo
Dutti
Ch
Nobis Hotel
ata
is
Louton
it
Vu
Marimekko
ane
l
Zara
Acne
Gucci
Hamngatan
5
Ole
Lynggard
Ny
gat a
n
s t rä d
7
Ny
gat a n
rden
br
ok
aj
en
Radison Blu
Strand Hotel
T
Gre
an
ve g
at
St
d
al
lg
rä n
Strömka
n
Footfall: Fri: 15,000, Sat: 15,000
jen
Kungsgatan
One of the most visited and popular sites in Stockholm and
links the city’s eastern and western retail zones. Lined with
restaurants, cafés and food courts like Kungshallen,
Hötorgshallen and K25. Also home to some of the premiere
cinemas in Stockholm. New attractive flagship spaces are
under development. Nespresso and Starbucks have chosen to
put their flagship stores in this street.
Operakällaren
ta
Strömga
Norrlandsgatan
An area where outdoor sport retailers have created a cluster
of stores, such as North Face, Hestra and Haglöfs. Connects
the Mood district and Bibliotekstan, as well as Hamngatan
and Kungsgatan.
8
Kungliga operan
Hamngatan
Ars
gå r d s
Kungsträdgå
Footfall: Biblioteksgatan, Fri: 20,000, Sat: 25,000
Birger Jarlsgatan: Fri: 25,000, Sat: 15,000
6
tan
or f f s
Bibliotekstan/Birger Jarlsgatan
An attractive high street with a mix of flagships like H&M,
Zara and recently opened Victoria’s Secret. Home of the
classic NK department store and large shopping mall Gallerian
across the street. The street stretches from the city area
around Sergels Torg down to the exclusive Bibliotekstan area.
l sga
Kung
rend
Wah
oh
Berzelii Park
Berns
en
br
.
trömsg
vä g
ena
Näck s
and
am
ne
n
St r
Jakobsbergsgatan: Fri: 7,600, Sat: 5,000
Mäster Samuelsgatan: Fri: 14,600, Sat: 14,700
Bibliotekstan is Stockholm’s exclusive fashion and luxury
district, a small-town environment dating back to 1885.
International high-end brands, such as Prada,
Stella McCartney, Burberry, Ralph Lauren, Michael Kors,
Louis Vuitton and Marc by Marc Jacobs sit alongside Swedish
designers Acne, Hope and Rodebjer, to name a few.
Dramaten
Norrmalmstorg
Regeringsgatan/Mood District
Crossing Hamngatan and connecting Kungsgatan,
Regeringsgatan houses the recently opened lifestyle galleria
Mood Stockholm, a whole new neighbourhood that adds a
contemporary mix of fashion and F&B offerings.
Development of this district is ongoing to provide more
attractive flagship retail space.
ge
dsgata
B ir
Marc by
Marc Jacobs
an
Smålan
a
Os
5
Bistro Jarl
Sephor
Hugo
Boss
T
an
Ralph
Lauren
Burber
eta
rr y
lbe Ven
M u ega
tt
Bo
Sturegallerian/Humlegårdsgatan
Around the exclusive Stureplan, a new commercial district
has emerged. Sturegallerian offers numerous premium
brands as well as a row of up-market restaurants and nightclubs. At Humlegårdsgatan you can find Stockholm’s new
“Savile Row” with a menswear focus.
Östermalmstorg
T
Birger
Houdini
H& M M
PKHuset
ng
ac
me
Geo
COS
The North
Face
Boomera
Malene
te k ss
Zink
Grill
ters
n O ut fit
Haglöfs
il R
r og
a
Urba
gatan
Aplace
Norrøn
T
Zara Ho
Biblio
Norrlands
Timberland
Karen
Miller
7
Sa
Sergelgatan/Hötorgscity
Sveavägen: Fri: 18,100, Sat: 14,300
ylle
5
Best of
Brands
K
Sib
Elvine
o
Grodan
ev
Tu
r
Röhnisch
ies
Tan
g
Sturehof
East
Gr
Stor
& O ther
2
gat
Chow
n
Bik Bok
Stureplan
Nosh &
pa
t&
Gamla Brogatan: Fri: 8,300, Sat: 10,000
Klarabergsgatan: Fri: 50,400, Sat: 32,500
Hötorgscity has a typical 1960s environment with the
pedestrianised street Sergelgatan as the central hub.
Shopping is diverse in this meeting place for young shoppers,
who mainly aim for the big chain brands like Gina Tricot,
H&M, Topshop, Mango, Monki and Desigual.
Nyb
aniet
Sturegallerian
Starbucks
gå r
jo r s
mle
Re s
t
E k s a u ra n t
te d
t
Ma
Hu
olly
es
Jon
tt &
c ke
Cr o
a
ssim
sgatan
Zar
Hotell Kung Carl
Carlings
Naturkomp
Taverna
Brillo
oD
Jamie's
Italian
u t ti
3
E to
n
Gan
t
Od
Anglais
Ma
Biblioteks
Filip
pa K
Mo
rris
Humlegården
Hotel
Stureplan
Drottninggatan
Grand Hotel
Mathias Dalgren,
Grand Hotel
9
dr
a
Lydmar
as
n
Bl
Strömbro
Sö
Vasagatan
ie
ho
lm
The Central Station, with its 11,000 square metres of retail
space, is characterised by access to communications and
transport. The main trade area is made up of large hotels and
restaurants but new developments are underway to make
room for more contemporary F&B and retail concepts.
sk
aje
n
33
STOCKHOLM
1
The busiest pedestrian shopping street in Stockholm, where
the largest Swedish retailers are represented. The street has
three types of atmosphere; the southern part of this 1,500 m
stretch begins in the tourist-laden Old Town, the central part
has a crowded ambiance with a vast retail offering, and the
northern part is slightly calmer with historic architecture,
cafés and restaurants, combined with independent boutiques.
Location of the department store Åhlens and the upcoming
hotel Scandic Haymarket. Include brands like HM, Zara,
Clas Ohlsson and Weekday.
Stockholm is…
• ranked No. 1 in the world
for quality of life as
well as entrepreneurial
environment
• the leading tourist
destination among the
Nordic capitals, and had
most commercial overnight
stays in 2014
Photo: Yanan
Ulf H Börjesson
Li
Pwc´s Cities of
Opportunity 2014 index
Did you know
...
… 36 percent
of the
population in
Sweden
lives in the gr
eater
Stockholm re
gion
STOCKHOLM
UNDER DEVELOPMENT
IN STOCKHOLM CITY
Many new developments are underway in the
Stockholm region. Ranging from high-tech setups like
Mall of Scandinavia with a GLA of more than 100,000
sq m, to specialised district developments and shops in
restored historical buildings.
KLARA C
Development of historical building on Vasagatan
Facing the Central Station, this old gem of a property
from the 1930s is Stockholm’s largest building after the
Royal Palace. Vasakronan is renovating the building and
turning it into attractive space for offices and at street
level store space facing the Central Station. There will be
room for both retailers and restaurants.
MOOD STOCKHOLM
A new flagship destination
Right in the heart of Stockholm city, Mood Stockholm will
within the next few years grow to become a whole new
business district. The proven strong pedestrian flow is
expected to increase even more with new transport links,
presenting a unique opportunity to evolve the area into
an attractive business district containing an exciting mix
of retail, restaurants, social areas, offices and a 10 000
sqm Innovation House. Developed by AMF Fastigheter.
SCANDIC HAYMARKET
PUB to become Scandic Haymarket
The classic PUB-house on Hötorget is undergoing a huge
renovation turning it into a hotel. It will have 400 suites
covering 3 000 square metres including restaurants and
social areas. Estimated to open up its doors in 2016.
Urban Escape, Stockholm
URBAN ESCAPE STOCKHOLM
A whole new city space
In the heart of Stockholm’s city centre are five buildings, four streets and two squares. This is where AMF
Fastigheter is creating a new city space. Large and
small office spaces will flourish. Swedish and international companies will be able to grow and scale up
their operations. Restaurants, cafés and lounges will
become living rooms for informal meetings. This city
space is called Urban Escape Stockholm. The redevelopment of Gallerian, adding around 5,000 square meters
of retail space, will form part of this project.
To find out more, please visit www.urbanescape.se
REGERINGSGATAN
Shopping street development – ongoing project
Stockholm City, AMF Fastigheter, Pembroke, Vasa
kronan and Hufvudstaden have formed a collaboration
to grow the linkages and developments within the
existing streetscape of Stockholm. The desire is to
build a connected platform for retail occupiers to
come to Stockholm, and grow a successful business.
Today, this street is an important link for the retail areas of the city, and the desire of all property owners in
the area is to mirror the success of streets like Regent
Street in London, a world-class, connected and vibrant
area for shopping, working and meeting.
Mood Stockholm
36
Daily goods
Non-daily goods
Total
Gothenburg
101
129
115
Sweden
100
100
100
GOTHENBURG
Retail sales index
Source: HUI
GOTHENBURG
THE SMILING FACE
OF SWEDEN
The Gothenburg region is
growing faster than anyone
could have imagined.
Serious investments are also
being made in infrastructure
and urban development,
leading to more commuting
and a population influx.
KEY FACTS GOTHENBURG
GRP/Capita*:
455,551 SEK
Population:
•City: 541,000 (+7,000 per year)
•Region: 971,000
•County: 1,600,000
Workforce*: 483,000
Students: 50,000
Companies: 110,000
Foreign owned companies: 2,990
Average age: 39
Highly educated people: 48%
Average income: SEK 244,500
Retail sales*: 61 bn SEK
(10% of total Sweden)
* Gothenburg Region Source: Business Region Göteborg
37
10
Gothenburg
ranks among
the 10 most attractive cities
in the world to invest in.
Many have already discovered the pearl
of the West Coast
As a tourist and shopping destination, Gothenburg has
a lot to offer. There is a large supply and plenty of
shops within walking distance, with a mix of depart
ment stores, shopping centres, speciality shops and
pleasant pedestrianised areas.
38
888,229 (+0.9%)
896,157 (+1.2%)
906,691 (+1.2%)
917,984 (+1.2%)
928,629 (+1.1%)
938,580 (+1.1%)
947,575 (+1.1%)
958,024 (+1.1%)
970,912 (+1,3%)
2007
2008
2009
2010
2011
2012
2013
2014
POPULATION GROWTH 2004–2014
2006
The logistics hub in Scandinavia
Gothenburg is Sweden’s premier logistics location.
The Port of Gothenburg, Scandinavia’s largest port,
offers a very wide range of routes, with traffic to over
130 destinations throughout the world, including
direct routes to North America, India, the Middle East
and Asia. Göteborg Landvetter Airport offers cost-
efficient cargo handling that is the fastest in Europe.
Many foreign companies have discovered the advan
tages of its geographic location and access to solid
infrastructure. Since 1990, the number of foreign-owned
companies has increased substantially in the
Gothenburg region. In fact, they have nearly quadrupled.
Retail growth
Retail sales are an important growth engine for
the Gothenburg region, engaging 27,000 full-time
employees. The city of Gothenburg will celebrate its
400th anniversary in 2021 and will by then have a
substantially expanded infrastructure and be an
attractive travel destination. Retail sales play an
important role in making this goal a reality.
Gothenburg is increasingly making waves on the
fashion scene. Major Swedish chains MQ, Lindex and
KappAhl all have their headquarters in the city, as well
as Intersport and designer brand Nudie Jeans.
879,298 (+1.0%)
Swiss survey company BAK Basel,
Gothenburg ranks tenth out of 117 European metro
politan areas in terms of best future growth potential.
According to WKCI (World Knowledge Competitive
Index), which measures growth potential among 546
regions worldwide, the Gothenburg region ranks 35th
overall, and 11th in Europe.
For many years, the Gothenburg region has enjoyed
a positive birth rate and net population growth.
According to forecasts, the population will continue to
grow at approximately the same rate as in recent
years. The continued annual population growth rate is
about 10,000.
according to the
2005
Several surveys indicate that the
Gothenburg region stands very
strong in international terms.
A delicious experience of Gothenburg
Gothenburg is also a fantastic city for eating out. The
offering of restaurants and cafés is well developed. It
has everything from Michelin-starred restaurants to
tiny street stalls that serve delicious local specialities.
The proximity to the sea and the archipelago ensures
that the selection of fish and seafood is second to
none in Sweden. Consequently, Gothenburg can offer
several world-class fish and seafood restaurants.
872,155 (+0.8%)
GOTHENBURG
AN OVERVIEW
The number of airline passengers continues to rise,
breaking a new record in 2014 when approximately 6
million passengers travelled to and from Gothenburg.
The Gothenburg region’s hotels, holiday villages and
hostels also reached new highs in 2014 with more
than 4 million overnight stays.
2004
Photo: Fredrik Broman
Source: Jones Lang LaSalle, 2014
Source: SCB
During the last decade, the number of residents in the Gothenburg
region increased by 92,580. Between 2013 and 2014 the population
grew by around 12 900 people.
... the Gothenburg region is
growing by 35 people per day, which
represents an annual increase in
purchasing power of ¤55 million
140,000
Photo: Daniel Högberg
new residents
Photo: Jennie Smith
more jobs
GOTHENBURG
96,000
DID YOU KNOW THAT...
... the retail and F&B sector
in the Gothenburg region
has a turnover of 73 billion
SEK and employs more than
38,000 people
GROWTH IN
THE GOTHENBURG
REGION SINCE 2000
27%
54%
41%
higher productivity
increase in total wages
increase in GRP
(gross regional product)
39
E6
THE LARGEST
SHOPPING
DESTINATIONS
9. Bäckebol Shopping centre
IN AND AROUND GOTHENBURG
11. Allum Shopping centre
E45
E20
6. Backaplan
J
1. Nordstan Shopping Centre
3. Arkaden
2. NK
4. Kompassen
Gothenburg City
To Göteborg
Landvetter Airport
27/40
E6
155
158
E20
5. Frölunda Torg
7. Högsbo 421
8. Sisjö Shopping Park
J
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10. Kållered Shopping Park
12. Kungsmässan
13. Freeport
40
GOTHENBURG
Frölunda torg Shopping Centre
EXAMPLES OF SHOPPING CENTRES, RETAIL PARKS AND DEPARTMENT STORES
1
Nordstan Shopping Centre
A visit to Nordstan, the largest shopping
centre in Gothenburg, is much more than a
routine shopping trip. There are over 150
shops and restaurants and you can easily
spend a full day here just browsing. Aside
from the massive choice of clothing and shoes
Nordstan also offers cosmetics, home elec
tronics, sports goods, toys, interior design
items and much more. Around Christmas and
summer time there are enjoyable markets
selling handicrafts and design goods.
Owner: Hufvudstaden AB Turnover: SEK 4,020 m
2
Nordiska Kompaniet (NK)
NK stands for style, trends and inspiration.
This exclusive department store has been
located at Östra Hamngatan 42 for over a
century. Spread over four floors and 50
departments are the latest in fashion, acces
sories, beauty and interior design. The NK
Designers department celebrates Swedish
brands such as Dagmar, Whyred, Acne,
Hunkydory and Odd Molly. International
brands such as Marc Jacobs and D&G can
also be found there. NK puts a lot of empha
sis on highlighting new trends and staging
product launches and premieres.
Owner: Hufvudstaden AB Turnover: SEK 578 m
3
Arkaden
Arkaden is a modern shopping centre that plays
a central part in Gothenburg’s fashion scene.
22 stores spread over three floors put the focus
firmly on fashion, design and interior furnish
ings. Find the hottest brands in stores such as
Topshop, Raglady by Tara, Zara, Beyond Retro,
MQ, The North Face, Peak Performance and
interior design store Bolia.com.
4
Kompassen
Originally built in 1973, this classic shopping
arcade in downtown Gothenburg was expanded
in both 1990 and 2003, and now it’s time again
– rebuilding stores to have an entrance from
the street, turning public spaces into retail
areas and glazing arcades. Another 900 sq m
of retail space is created to be filled with new
shopping concepts.
5
Frölunda Torg
10 Kållered shopping park
Frölunda Torg offers 200 stores, only 15 min.
from city center. We have everything from
fashion, home décor and sporting goods to
cosmetics and electronics. There are also
several cafés and restaurants, as well as
unique delicacies at the food hall Salutorget.
Park for free during three hours and experi
ence great shopping in an inviting setting.
Kållered Köpstad was developed from a
countryside area into one of the region’s
shopping parks in the 1970’s. A new detailed
plan is under way to make it possible for
development of the area, increasing the
shopping area from todays 39 000 sq.m. to
72 650 sq.m. Construction works is planned
to start in the first half of 2016.
Owner: Diligentia AB Turnover: SEK 2,705 m
Owner: IKEA Centres Turnover: SEK 1,836 m
6
Backaplan
Backaplan, located in Hisingen north of
Gothenburg city centre, is one of Sweden’s
largest shopping areas. It covers approx
imately 110,000 sq m and accommodates
more than 120 stores with a turnover in the
vicinity of SEK 1,870 million. The infrastruc
ture around the area is well developed, so
Backaplan is easy to reach by any means
of transport.
Owner: Coop Fastigheter Turnover: SEK 1,870 m
7
Högsbo 421
Opened in 2006 and nowadays an estab
lished shopping centre with an increasing
number of visitors and sales. Retail space
covers 24,200 sq m. The largest tenant is
ICA Maxi, followed by MediaMarkt. Chains
such as H&M, Intersport, Dressman, Lindex,
KappAhl and Cubus are among others.
Owner: Eurocommercial Properties N.V
Turnover: SEK 830 m
8
Sisjö shopping park
11 Allum
Allum is located 8 km east of Gothenburg
centre. It is a modern shopping centre with
retail area of 44,400 sq m combining speci
ality shops side by side with well known
chains. There are 97 stores attracting
5.6 million visitors who enjoy shopping in
a modern and inviting environment.
Owner: Steen & Ström Sverige AB
12 Kungsmässan
The retail trade in the growing city of
Kungsbacka, south of Gothenburg, is
characterised by three separate shopping
areas – Freeport, Kungsmässan and the inner
city. All three have joined up under the name
“Kungsbacka Shopping” to develop the
sector further. Kungsmässan is located in the
heart of Kungsbacka and accommodates 85
stores. All major chains, including H&M,
Zara, KappAhl, Lindex, Dressman, Clas
Ohlson, are presented there, as well as Volt,
Tara and MQ.
Owner: Aranäs KB Turnover: SEK 1,520 m
Sisjö Entré is a part of Sisjö Köpstad
– a customer-friendly and comprehensive
shopping complex for both consumable and
durable goods. Located in Askim in the south
of Gothenburg, it is one of the most expansive
areas in the region, which is rapidly growing
and attracting more stores to the area. There
is a mixture of stores offering electronics, DIY
and home improvement, sports goods, toys, etc.
The Freeport outlet offers well-known
brands within fashion, sports and home
furnishings from Acne, Björn Borg, Hugo
Boss, Filippa K, J.Lindeberg, Kosta Boda,
Lacoste, Nudie Jeans, Orrefors, Oscar
Jacobson, Peak Performance and Rörstrand.
Owner: : Alaska Holding Sverige Turnover:
SEK 1,980 m GLA: 79,150 sq m No of tenants: 56
Owner: Via Group Turnover: SEK 505 m
9
13 Freeport
Bäckebol
Located on the island of Hisingen in the
northern part of town, this large shopping
destination (70,950 sq m) is home to retail
ers such as German home improvement giant
Bauhaus, Clas Ohlson, Coop, MediaMarkt
and Norwegian sports chain XXL.
Owner: Starwood Capital Group/Vencom Property
Partners Turnover: SEK 2,638 m
41
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GOTHENBURG
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KEY RETAIL
AREAS AND
DISTRICTS
Ko r n
Sme
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Casino Cosmopol
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E spri
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Haga
3
ga
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Haga is one of the oldest and most popular
districts in Gothenburg. The neighbourhood
has kept a lot of its original charm and the
picturesque main street Haga Nygata is lined
with well preserved wooden houses,
boutiques and cafés. It is home to numerous
small boutiques that offer an eclectic mix of
old and new. There is a wonderful assort
ment of antiques, handicrafts, designer
goods, books, children’s clothing and vintage
fashion. The neighbourhood merges into
Linnéstaden.
n
4
Linné
Ga
atan
s
Va
k
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en
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lu
S
Elite Park Avenue
Linnégatan extends from the square Järntor
get to the hub Linnéplatsen next to the park
Slottsskogen. The street is sometimes
described as “the main boulevard” for the
locals, a lot thanks to the large selection of
restaurants and bars. The area is also good
for shopping, with a varied selection of vin
tage, fashion boutiques and art galleries.
The four side streets called Långgatan are
dotted with urban fashion stores, vintage
boutiques, record shops, antique shops,
pubs and cafés.
gs
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aA
The inner city
The charming area within the Moat is home
to a mix of small specialist shops and large
chain stores. There are about 470 stores,
more than 125 restaurants and 57 cafés, and
over 10 retreats for the body and mind. The
aroma of freshly roasted coffee drifts from
Victoriapassagen, a narrow alley lined with
charming small boutiques. Beyond, the cob
bled Södra Larmgatan stretches all the way
to Kungsportsplatsen and the old Market
Hall (Saluhallen). A little further down along
the Moat stands the famous Feskekôrka fish
market hall. Kungsgatan, which is mostly a
pedestrian street, offers a wide variety of
shops,cafés and restaurants. Åhléns City is
also located here, a well stocked depart
ment store on several floors, with
everything from interior furnishings, glass
and tableware, to perfume and cosmetics.
Magasinskvarteret, a former warehouse
district, now offers a great choice of shop
ping and exciting places to eat. A creative
centre has blossomed in the neighbourhood
around Magasinsgatan, Vallgatan and Södra
Larmgatan, where local Gothenburg design
ers have set up shop in the midst of cafés
and vintage boutiques. Shoppers will also
find speciality shops such as Emma and
Malena and Velour, and can enjoy a seafood
lunch at Strömmingsluckan in the heart of
the Magasinskvarteret.
asargatan
Ny
Avenyn
1
Gothenburg’s main boulevard, Avenyn,
stretches from the monumental Götaplatsen
to the bridge Kungsportsbron by the Moat.
Avenyn is a popular destination for 8 million
Gothenburg natives and tourists every year.
The boulevard is lined with numerous cosy
cafés, renowned restaurants and popular
bars. In summer, Avenyn becomes even
livelier as the pavements fill up with sunny
terrace bars, cafés and strolling holiday
makers. One can find just about everything
needed and a little more on Avenyn and its
side streets. Flagship stores for Oscar
Jacobson, Villeroy & Boch, Tommy Hilfiger,
Bang & Olufsen, Nespresso and Laura Ash
ley rub shoulders with a wide selection of
top fashion chain stores.
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Gothenburg has
an exciting mix of
international fashion
brands, independent
shops, pedestrian
streets, malls and
department stores.
Slussgatan
Drottningtorget
S
GOTHENBURG
Desi
ta
Åhlé
43
UNDER DEVELOPMENT
IN THE GOTHENBURG REGION
Gothenburg is facing the most fascinating urban
development, covering 5 million square metres along
the Göta Älv waterfront. River City is a vision that is
set to become true in the coming years.
Nordstan
Ongoing expansion
This enormous shopping centre, which attracts millions
of shoppers every year, is going to get even bigger.
The renovation and expansion has already started and
will provide new streets and arcades, more entrances
and greater retail space for boutiques and cafés.
Kompassen
Expected opening 2016
SEK 150 million is being invested in the development of
Kompassen to create an even more attractive place to
shop. Totally new design and simpler floor planning will
make shopping more attractive for both visitors and ten
ants. The goal is to develop trade not only in the prop
erty, but also along the streets of Fredsgatan, Drottning
gatan and Kyrkogatan with boutiques on two floors.
Backaplan
The five most influential real estate developers in the
Gothenburg region have joined forces to build a whole
new 37-acre city district here. Plans include 5,000-6,000
housing units, public spaces and retail space for shops.
Photo: Sofia Sabel
Kulan Shopping District
Kulan Shopping District
Expected Opening 2019
Kulan is under development, a 45 000 sq.m. shopping
center in Gothenburg, including 15 000 sq.m.
restaurants, service and amusement facilities as well
as 1 300 parking spaces. In connection to the
shopping center 300 apartments will be built.
SKF´s old factory buildings are being transformed into
the new shopping experience Kulan and architecture
and design is inspired by the industrial heritage of the
area. Opening date autumn 2019.
Sisjön/Högsbo
Expected opening 2015-2017
This area in Askim‚ south of Gothenburg‚ continues to
expand, expecting to double in space within the next
two years. The investments will give the area a new
character, with offices, commercial space and hotels.
The current plans call for 47,000 sq m of retail space.
GOTHENBURG
Avenyn/The Avenue – main boulevard of Gothenburg
Amhult
Amhult is one of Gothenburg’s development areas,
where a whole new suburb is forming. There is a need
for a larger shopping supply. Almost half of the
population in Torslanda currently use their local area for
buying everyday goods. A shopping mall of 20,000 sq
m is planned and partly built accommodating retail
space, specialist stores and everyday goods. ICA Maxi
is one of the tenants.
Kållered
This expansion is planned to double the size of
Kållereds Köpstad. When completed in 2016–2017,
it will give the shopping centre a combined area of
160,000 sq m.
Allum
The neighbouring municipality of Partille made a splash
when this centre opened in 2006. Now it will add on
another 30,000 sq m of retail space, as well as 800
flats and a 4,000 seat event arena. The first phase of
construction is planned to be completed in 2016.
Stenungsund
Expected opening November 2015
Shortly, the shopping centre at Stenungstorg will be
expanded by 4,500 sq m. H&M, Kjell&Co and Nordic
Wellness are some of the future tenants.
Airport City
There are plans to construct an area for retail of
durable goods of about 70,000 sq.m and a large
shopping centre, which is a part of the Airport City
project at Göteborg Landvetter Airport.
Kungälv
Kungälv, a neighbour municipality of Gothenburg,
is developing 20,000 sq.m of retail space in the
western part of Kongahälla site. Building is set to start
in summer 2015, which means a grand opening in
time for Christmas 2016.
Mölndal
Mölndal Inner City is a major redevelopment of the
city center of Mölndal. The site is 24 acres and will
have the character of a mixed-use city providing
40 000 sq. m. of new retail areas, office spaces,
industrial enterprises and over 2,000 housing units.
Mölndal Galleria is a redevelopment project of
parts of the existing city center of Mölndal. The new
Citycon Mölndal Galleria will provide 70 shops covering 24 000 sq. m. of retail, services and F&B.
The galleria will have 830 parking spaces and 145
apartments above the two-story galleria. It is a true
city development project fully integrated with the
existing city center structure, using high quality
architecture suiting the sensitive setting.
The galleria is anchored by a large supermarket &
wine store, three large fashion anchors as well as an
F&B cluster.
Ongoing expansion
Avenyn, the main boulevard of Gothenburg, is being
developed with more shops, experiences and restaurants of high international class. This transformation
aims to give visitors an exceptional supply within
fashion, food and exciting art- and culture concepts.
The implementation will carry on through different
stages and aims to be complete by 2020.
An inaguration of the entire street is set to year
2021 during Gothenburgs 400th anniversary.
5
million sq m is ready
to be developed in
Gothenburg city centre
and 482 bn SEK is to be
invested in infrastructure
45
46
Retail sales index
Daily goods
Non-daily goods
Total
Malmö
96
135
115
Sweden
100
100
100
Source: HUI
MALMÖ
YOUNG,
AFFLUENT &
MODERN
If you are looking for
a vibrant place with
excellent demographics for
your next retail investment
in Scandinavia, then look
no further. Malmö is
strategically well placed to
serve Scandinavia’s most
densely populated area.
KEY FACTS MALMÖ & ÖRESUND
GRP/Capita*:
387,041 SEK
Population
•City: 318,000,
(+5% since 2011)
•Malmö region: 678,460
•Öresund region #: 3,900,000
Workforce: 155,564
Students
•Malmö: 26,000
•Öresund region*: 167,000
Companies
•Malmö: 33,896
(1,936 are foreign owned)
•Öresund region #: 250,000
New companies: 8 reg. / day
Average age: 35
Highly educated people:
31% (Sweden 26%)
Average income:
SEK 204,000
Retail sales Malmö region:
77 bn SEK (13% of Sweden)
* Malmö Region
#
The Öresund Region is a transnational metropolitan area centred on the cities of Copenhagen and Malmö.
Photo: Justin Brown
Source: HUI, City of Malmö
47
MALMÖ
AN OVERVIEW
Southern Sweden is a fast
growing region both economically
and demographically. Malmö and
Lund have experienced a
population growth of 9.1% over
the past six years, and the average
income in the largest city in the
region, Malmö, is 4% above the
Swedish average.
the young, vibrant population of Malmö spends 16%
more than the Swedish average on lifestyle products,
and there are some 670,000 people living in the
immediate catchment area. Within the surrounding
Öresund Region live 3.9 million people. This makes
Öresund the most densely populated area of Scandinavia. With the Öresund Bridge connecting Malmö to
Denmark and Copenhagen, a constant flow of
shoppers from Denmark and beyond is assured.
The innovative and entrepreneurial spirit is
exemplified by company Hövding, founded by two
women who took their student project and converted
it into a viable company. Their idea, an airbag helmet
for bicycle riders, was put into production and now the
company employs 17 people.
And of course, the biggest rags-to-riches story to
come out of Malmö is Zlatan Ibrahimović, who grew
up in meagre circumstances in Malmö and today is
one of the world’s best football players.
A growing retail hub
Southern Sweden, with Malmö to the fore, is rapidly
developing as a retail hub with an exciting future
ahead of it. At the key communications and logistics
crossroads to Scandinavia and situated at the entrance
to the Baltic it is a perfect retail location. Easy to
access, with a large affluent population, Malmö also
offers you investment and operating costs significantly lower than other Scandinavian cities. Along with a
qualified workforce that speaks English and a young
shopping public, Malmö is now one of the prime
investment locations in Scandinavia.
Malmö has some 3.9 million people within an
hour’s drive of the city. Only 30 minutes from
Copenhagen city centre, Malmö is strategically well
placed to benefit from multiple retail chains and the
growth in tourism.
Structural beauty
Architecturally, Malmö showed its self-confidence in
2005 by finishing construction of Turning Torso, a
54-storey twisting skyscraper that towers over the
city’s western harbour.
Equally stunning architecture can be found at
Emporia, the largest shopping centre in Scandinavia
and also one of the latest (November 2012). Emporia,
won the MAPIC award in 2013, for “the most innovative shopping centre” as well as the 2014 MIPIM award
for “Best shopping centre”, and the best architecture
prize in Singapore.
Emporia is only one of the reasons Malmö is the
fastest-growing retail market in Sweden. There are
plenty of other retail opportunities in and around
Malmö. The downtown shopping area in Malmö, for
example, is equally widespread, varied and trendy
– and it’s easy for shoppers to find their way around.
For a first-timer, it’s easiest to follow the two-kilometre
pedestrianised shopping stretch between Stortorget
and Triangeln, by way of Södergatan, Gustav Adolfs
Torg and Södertull all the way to Södra Förstadsgatan.
Visitors are coming to Malmö in increasing numbers, and from all corners of the globe. In 2013, a new
record was set for overnight stays in hotels when
1,238,829 people spent the night in the city, an
increase of more than 16,000 compared to 2012.
These visitors spent SEK 5.9 billion and provided work
for 4,274 full-time employees. International visitors
spent a total of SEK 681 million. As many as 117,000
visitors came for the 788 international meetings held
in Malmö during 2013, spending SEK 119 million during
their stays.
Diverse and innovative
In 2013, the business magazine Forbes named Malmö
the 4th most inventive city in the world, after
Eindhoven, San Diego and San Francisco. Much
weight was attached to the fact that Malmö produces
so many patent, 6.85 per 10,000 inhabitants, which is
the highest figure in all of Scandinavia. Malmö was
also named one of eight emerging tech hubs in the
world (Travel and Leisure 2014).
SWEDEN
DENMARK
Öresunds Bridge
Bridee
Copenhagen
MALMÖ
2024 - The Fehmarnbelt tunnel
GERMANY
48
Photo: Werner Nystrand
Emporia shopping centre, Malmö
DID YOU KNOW THAT...
...the Öresund Region is the most densely
populated region in Scandinavia.
With 3.9 million people living here it is
the largest employment region in Sweden
...it is only 10 minutes by train
from Emporia shopping centre to
Copenhagen international airport
...Malmö was named the
hippest city in Scandinavia
(Travel and Leisure 2014)
Öresundsbron
Photo: Oskar Falck
MALMÖ
Photo: Apelöga
To Helsingborg
65 km / 50 min 3
To Löddeköpinge
5 27 km / 20 min
To Kristianstad
97 km / 70 min 10
E6
9
LARGEST
SHOPPING
DESTINATIONS
AND RETAIL
PARKS
J
18 km / 20 min
from Malmö
J
IN AND AROUND
MALMÖ REGION
E20
E22
J
6
Ma
Travem
lmö SE –
rman
ünde G e
y
R J 11
8
12
7
J Commuter train station
R Rail link station
2
Ferry
Airport
Ci t
yt
un
ne
l
ÖRESUND
4
R
E20
Bridge with rail
link to Copenhagen,
Denmark, 30 min
Copenhagen Kastrup
Airport, 15 min
1
8
R
13
E65
J
To Malmö Airport
31 km / 29 min
E6
Malmö city is really
evolving with Triangeln
shopping centre
refurbished and now
finished. The city is in
full swing with open-air
restaurants and there
are several exciting new
concepts opened in the
highstreet.
– Vasakronan
Property owner, Triangeln
Photo: Oskar Falck
50
Photo: Miriam Preis
MALMÖ
EXAMPLES OF SHOPPING CENTRES AND RETAIL PARKS
Triangeln
1
Emporia
Emporia is the leading shopping centre in
Scandinavia. It has an international atmosphere, a complete range of stores and a well
developed service concept. It is a combination
of shopping, food, art and design over three
floors. Located in Malmö’s most expansive
district, Hyllie in the centre of the Öresund
region, Emporia is easily accessible with Hyllie
train station right by it. On the roof of Emporia
shopping centre is a unique rooftop park that is
open to the public. As well as being a magnificent viewpoint, the park is also a major part of
Emporia’s environmental strategy.
At the World Architecture Festival in Singapore in 2013, Emporia was named the
best-looking shopping centre in the world.
Owner: Steen & Ström Turnover: SEK 2,445 m
2
Mobilia
This is one of Malmö’s most comprehensive
and accessible shopping centres. With 111
shops and 2,000 parking spaces, it has a
genuine atmosphere where a strong Malmö
tradition has evolved since the late 1960s.
The centre expanded in 2013, and development plans consider the surrounding area a
strong priority. Retailers include Best of
Brands, Clas Olsson and Åhléns.
Owner: Atrium Ljungberg Turnover: SEK 1,635 m
4
Triangeln
The most central shopping centre in Malmö
city, opened in 1989 was rebuilt and expanded
from 15,000 square metres to 34,800 in
autumn 2013. After more than 25 years in
existence, Triangeln is still the largest marketplace in Malmö city centre with about
11 million visitors every year. The large variety
of 140 shops, restaurants, cafés and services
includes H&M, VOLT, Denim & Supply and
Ralph Lauren.
5
Center Syd
Center Syd is within easy driving distance from
Helsingborg Landskrona, Lund and Malmö.
During 2014-2015 Center Syd has undergone a
total refurbishment and added about 7,000
sqm new retail area. Grand Opening of the new
Galleria Center Syd was held november 2015.
Galleria Center Syd is a family destination for
residentials in our catchment area. We will be
the most attractive choice in the region for
families with children. Galleria Center Syd
becomes an attractive and important part of a
large shopping context with a rich and varied
range of goods, services, cafes and restaurants. Our stores offers a wide selection of
apparel, shoes and accessories and is unique
with its large playground. Galleria Center Syd is
part of a large commercial area which attracts
over 4 million visitors per year. Bauhaus,
Elgiganten, Lager 157, and Jysk are some
examples of chain stores that are on the market
place. There are over 250 companies in the
trading area with approximately 1 800
employees. 45,000 cars pass every day on the
E6 motorway and within 40 km radius lives
about 700 000 people.
Owner: NRF Sweden Holding Turnover: SEK 950 bn,
GLA: 29,450 No of tenants: 48
6
Burlöv Center
Located in Arlöv in the northeastern corner of
Malmö, this shopping centre covers 38,700 sq
m of retail space. Among the 73 shops can be
found Cubus, Din Sko, Gina Tricot, McDonald’s, Rusta, Phone House, Stadium, Triumph,
H&M, Ecco and Clas Ohlsson.
Photo: Jappz Productions
Owner: Grosvenor Fund Turnover: SEK 1,083 m
7
3
Väla Centre
With its 180 shops located outside Helsingborg, Väla brings you world-class shopping.
Here shoppers will find both international
chains and trendy local stores: Zara, Hugo
Boss, Desigual, New Yorker, Filippa K, G-Star,
Mango, J. Lindeberg and many more. Väla
Centre won the NCSC Nordic award for the Best
Nordic Shopping Centre 2013. Väla shopping
area continues to develop, and during autumn
of 2015, Väla Park will open with a large grocery
store and home decoration shops.
Owner: Diligentia Turnover: SEK 2,240 m
Malmö Plaza
Plaza is located at the North entrance of
Malmö. Built 2009 and has 55,000 sq m retail
and 900 parking spots. In the future it will
house 108 stores, as well as bowling, restaurants and a cinema. Entrés refurbishing is
ongoing and will be finished in 2016.
Owner: Commerz Real Turnover: SEK 350 bn SEK
8
Jägersro Center
Jägersro Center is located the Jägersro racetrack and has a wide range of shops offering
something for all ages. Here you’ll find
everything from clothes, shoes, jewellery and
electronics to daily products in a family-
friendly environment with generous opening
hours and parking spaces. Jägersro Center is
also easy accessible by bus.
9
Nova Lund
Since opening in 2002 in the western part of
the university town of Lund, Nova Lund has
become a popular shopping destination for all
of the Skåne region. An additional 6,000 sq m
were added in 2006. Its 81 shops centre on
fashion and include Esprit, H&M, Odd Molly,
Jack&Jones, Dressmann and Vero Moda.
Owner: The Real Estate Turnover: SEK 950 m
10
Galleria Boulevard
Right in the centre of Kristianstad, a modern,
convenient urban shopping centre is taking
shape. Galleria Boulevard will form the hub of
Kristianstad’s shopping quarter in the city
centre. The shopping centre will be built and
opened in three stages. Stage two, opened in
March 2015 including restaurants, cafés and
one cinema.
Owner: Steen & Ström Turnover: SEK 395 m
11
Kv. Caroli
This ambitious new development opened in
2013, across 16,000 sq m in the Old town
offers a well-balanced mix of fashion, food,
lifestyle/design and leisure – with a combination of unique local brands as well as both
national and international major brands.
Personal, innovative and exciting cafés,
bistros and restaurants add to the mix targeting trend-conscious consumers who prefer
quality before quantity. At Kv. Caroli you’ll
find a variety of shops, like H&M, the Body
Shop, G-star Raw and brands like Morris, J
Lindeberg, Hugo Boss, Hunter, Parajumpers,
Henri Lloyd, Colmar, Victorinox and Hackett.
The great mix of restaurants includes top
Swedish chef Melker Andersson’s
restaurant Köttbaren.
Owner: Agora, a group of retail assets
Turnover: estd. SEK 472 m
12
Hansa
A centrally located meeting place and gallery for shopping, lunch or coffee. Retailers
encompass most of the major brands shoppers are looking for, both the classics and
newcomers. There are also several concepts
unique to the region. For example, Systembolaget with its unique wine cellar is one of
only three of its kind in all of Sweden. Hansa is
currently under new development.
Owner: Areim Fastigheter Turnover: SEK 554 m
13
The Svågetorp retail park
The Svågertorp commercial area is in close
proximity to the Öresund Bridge and offers free
parking. At the Svågertorp commercial area in
southern Malmö, you will find a large selection
of shops within construction, interior design,
sports and garden. For example: Ilva, Bauhaus,
Stof&Stil, K-rauta, Elgiganten and Stadium.
IKEA has a new 44,000 square metre department store in the area, the largest IKEA store in
the world.
Owner: IKEA Fastigheter Turnover: SEK 2,940 m
Owner: Starwood Capital Group/Vencom Property
Turnover: SEK 808 m GLA: 22,700 sq m No of tenants: 37
51
CITY AREAS
MALMÖ
Malm
Tr
ö SE –
a ve m
ünde
G e rm
a ny
Hamnen
2
Västra hamnen
Green Food Market
Årstiderna by the Sea
Turning Torso
Slagthuset - fairs and conferences
Comfort
Salt & Brygga
Hotell M
almö
J T
Park Inn
Radisson Malmö
Occo
Kockeriet
Clarion Hotell &
Congress Malmö Live
Elite Hotell Savoy
Årstiderna
Scandic Kramer
La Roche
Renaissance
Malmö
Ribersborgs kallbadhus
Bastard
Hotell Mäster Johan
ers
Vollm lin
(Miche d)
awarde Clarion Collection
Hotel Temperance
The Öresund
Bridge
Radison Blue
1
Gamla Väster
& Lilla Torg
Epicuré
Slottsparken
5
Slottsstaden
Atmosfär
Mrs
Brown
Victoriatea
tern
Quality Hotell
Konserthuset
Konserthuset
St. Pauli
Kyrkogård
B.A .R
4
Malmö Opera
Davidshall
Scandic Triangeln
T
J
G rand
Belle Epoque
Folkets
Park
Dubbel Dubbel
Bloom in the Park
(Micheln awarded)
3
Möllevången
Karib Creol
Pildammsparken
J Commuter trains
T Metro
Ferry
Restaurant
Michelin restaurant
Hotel
Culture
Landmark
Malmö Arena Hotel
Malmö Arena concert
& event centre
6
52
Hyllie
T
Malmö Mässan, trade fair &
convention centre
Quality Hotel View
Ambiance á Vindåkra
(Michelin awarded)
MALMÖ
#1
Photo: Henrik Rosenqvist
During 2013, Malmö’s retail
market showed the strongest
development of all Swedish
cities. Retail sales throughout
the region increased by roughly
1.2 bn SEK which corresponds
to an increase of 6%.
Source: HUI
Lilla Torg is one of the most popular meeting places in Malmö, and
was built in 1592 as a market square.
1 Gamla Väster and Lilla Torg (City centre)
West of Lilla Torg is picturesque Gamla Väster with
galleries, cafés and boutiques offering the best in
Scandinavian design.
Västra Hamnen (Western Harbour)
Västra Hamnen, home to the Turning Torso and
globally known for the architectural fair BO01.
2
Möllevången
Möllevången is generally regarded as the epicentre of
hipster culture in Malmö. Offerings include everything
from Iraqi spices to Chinese dumplings. All you can
imagine from Malmö’s multi-cultural population.
178 nationalities are represented in Malmö and 174
languages are spoken.
3
4 Davidshall
Davidshall is a neighbourhood in Malmö city centre
with architecture from the early 1900s. Davidshallstorg is surrounded by a mix of nice restaurants and
trendy shops.
The basis for sustainable retail success
The strong purchasing
power is partly explained by
the young active population,
but also by the concentration of new modern growth
industries in the area, such
as ICT, Life Sciences, Material Sciences and Cleantech.
These have attracted some
of the brightest people from
Scandinavia and beyond,
with high disposable
incomes, and a desire to
spend.
You will find many famous
international brands already
trading successfully.
Hövding, Light My Fire and
Absolut Vodka were born
here. Apple, Boss, VOLT,
Zara, Mulberry, Sephora and
Hamleys are here.
In southern Sweden, companies like Gambro, Tetra Pak
and Alfa Laval are household
names. Alongside them are
Axis Communications, Qlik
Tech International and Massive Entertainment – in addi-
tion to hundreds of
enterprises and business
start-ups vying to be the
household names of
tomorrow. Several headquarters have moved to
Malmö, among them
Walraven Nordic Inc.
“Malmö is in the centre of
the Scandinavian market,”
Pelle van Walraven, CEO at
Walraven, said.
Malmö offers the same
proximity to the rest of
Scandinavia as Copenhagen,
but is “a thousand times
more affordable,” according
to Emelie Borg, CEO of the
subsiduary Walraven Nordic
Inc (AB).
“We employ a generally
young workforce and the
proximity to Malmö University is perfect for us. Malmö
is populated by a majority of
younger people, which is
ideal for a sales company
like us.”
5 Slottstaden
A centrally located, lush seaside neighbourhood with a
rapidly growing range of things to do. Good coffee,
sourdough bread, gyms, sushi, children’s wear and
interior design stores.
6 Hyllie
Hyllie, the largest development area in southwest
Malmö and the last train stop in Sweden before
Copenhagen. From here it is only 10 minutes to
Copenhagen airport and 20 minutes to Copenhagen
city centre. Hyllie, home to the Emporia shopping
centre, has become a prime location for international
HQ establishment.
Malmö is in the
centre of the
Scandinavian market
– Pelle van Walraven, CEO, Walraven
53
T
J
1 Malmö Central Station
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4 Lilla Torg
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MALMÖ
KEY SHOPPING STREETS
MALMÖ CITY CENTRE
Malmö offers a large selection of designer boutiques and young, trendy
fashion. The most commercial pedestrian area stretches from Stortorget
along Södergatan, Skomakaregatan and Baltzarsgatan past Gustav Adolfs
Torg and Södertull, and further down Södra Förstadsgatan to Triangeln and
Möllevången. Most of the shopping districts are pedestrian only, and also
within walking distance.
1 Centralstationen (Malmö Central Station)
Malmö Central Station is Sweden’s third largest
station with over 45,000 travellers passing through
the station each day. Since the Citytunnel opened in
2010 the station has gone through a major renovation,
combining new modern architecture with historic
buildings such as Kungalängan, the former waiting
lounge for the king in the 19th century. At Malmö
Central Station you’ll find a varied mix of shops,
providing books, magazines and flowers, as well as a
wide range of nice restaurants and coffee shops with
tastes from all around the world.
best-known restaurants and clubs. Lilla Torg is one of
Malmö’s busiest locations, no matter what the season.
Next to Lilla Torg, you will find Bastard, one of
Malmö’s most popular and talked-about restaurants,
serving modern European dishes, everything from
nose to tail.
5 Södra Förstadsgatan
This is a popular pedestrian shopping street that
stretches from the Davidshallsbron to Triangeln.
Here you’ll find Diesel, iSolid, G Star Raw, Samsoe
& Samsoe, Levis, Boomerang, Mango, Filippa K
and Bennetton.
2 Södergatan
This is one of the city’s oldest streets, with a rich
tapestry and a high flow of people. Construction along
the street is of very differing ages, from the Flensburg
House (1596) to Baltzar City (opened in 2002).
Baltzar City is part of Malmö’s most exclusive string of
boutiques, and the beautiful glass facade constitutes a
spectacular contrast to the surrounding turn-of-the20th-century houses. Shops on Södergatan are Zara,
Mulberry, Eton, Peak Performance, Filippa K and Bolia.
com. Södergatan is also home to Åhléns City, one of
Sweden’s leading department store chains. Åhléns is
one of Sweden’s most recognisable brands that offer a
unique mix of fashionable, affordable products and
solutions in the areas of fashion, interiors, entertainment, beauty and children.
Davidshall
Over the last few years, many new restaurants, cafés
and shops have popped up in the area around
Davidshalls torg. Most of the stores turn to a young
and trend-sensitive audience, but you can still find
everything from boutiques with custom designs to
vintage shops. Find your favourite designer at
Tjallamalla, Popolino, Gry, Anceschi or Liebling.
6
Möllevångstorget
These are Malmö’s most colourful neighbourhoods
with lively markets, shops and restaurants from
around the world. There are 177 countries represented
in Malmö and they all come together in Möllevångs
torget. When it comes to restaurants, you will find virtually the whole world represented here! Close to
Möllevångstorget is also Malmö Chokladfabrik/Chocolate factory, Malmö Chocolate Museum and micro
brewery Malmö Brygghus, all picking up proud
traditions from Malmö's past.
7
4 Lilla Torg
The Form/Design Center is located in Hedmanska
Gården at Lilla Torg. In the shop will you find the best
in Scandinavian design and local crafts. Lilla Torg is a
large outdoor area that is home to several of Malmö’s
Photo: Visit Sweden
3 Baltzargatan/Skomakargatan
Baltzargatan and Skomakargatan make up one of
Malmö’s most exclusive shopping streets. In the intersection where Baltzargatan meets Södergatan and
changes into Skomakargatan, shoppers find high-end
boutiques such as Marlene Birger, Lacoste, Efva
Attling, Ittala, Nespresso, Hope and Whyred. Some
brands are only available here, unless you want to go
over the bridge to Copenhagen. At Baltzargatan, in a
beautiful 17th century house you’ll find excellent
coffee at the very popular Lilla Kafferosteriet.
55
Illustration: White
SCIENCE VILLAGE SCANDINAVIA
Science Village Scandinavia in Lund will consist of buildings
aimed at research facilities, research institutes, research
institutes for Lund University and other universities, companies related to innovation and research, a Science Centre
and Business Centre, premises for laboratories, administration, service and accommodation. There will also be service
functions such as restaurants, cafes, shops, gyms and other
spaces for recreation and culture, and furthermore a variety
of various creative venues. www.sciencevillage.com
ESS & MAX IV MAKING THE INVISIBLE VISIBLE
Rendering: Fojab arkitekter
Right now the world’s most advanced research facilities,
MAX IV and ESS, are being built just outside Lund 25 min
north of Malmö. These facilities will help scientists understand materials in much finer detail, helping them solve
some of the grand challenges of our times – from cancer
research to novel energy materials.
MALMÖ
UNDER DEVELOPMENT
IN THE MALMÖ REGION
Metro between Malmö
and Copenhagen
Via a tunnel under Öresund the metro
journey takes about 20 minutes. A metro would relieve the Öresund Bridge,
which is expected to have increased
freight when the fixed link between
Denmark and Germany is completed .
Metron is also expected to help increase
everyday integration across the strait.
The second phase of the feasibility study
is now completed and the City of Malmö
and Copenhagen Municipality is seeking
EU support for Phase Three. If the decision to implement the project, Metro put
into use around 2030.
Quality Hotel View
Culture Casbah
One of many steps underway to revitalise the 1960s residential area of Rosengård in Malmö. A dream of a tower gave
inspiration to what we see in plans and
programmes today – Culture Casbah.
The public housing company MKB Fastighets AB and Törnrosen tower competition winners – architects Lundgaard &
Tranberg A/S – are working closely
together in the project, which was the
winner of the Best Futura Project at MIPIM 2013. The project is still in the early
stages, since the last necessary decisions still have to be made by the City
of Malmö and the board of MKB
Fastighets AB.
A tunnel between Denmark
and Germany
The Fehmarnbelt tunnel will be built
between Denmark and Germany and is
expected to be completed in 2024. The
tunnel will bind together Scandinavia
with the Continent and will shorten the
travel time significantly. The Öresund
Bridge has played an important role in
the integration and growth in the
Öresund region and the forecast is that
the tunnel will have a similar meaning for
a competitive new wider Region.
www.femern.com
Culture Casbah
Illustration: ICONO A/S, Femern A/S
C4 Shopping
Expected opening autumn 2017
C4 Shopping will open in autumn of
2017 in Kristianstad, the seat of Skåne
county and a commercially developed
city with strong traditions in the center
of a region with 300,000 inhabitants.
With its 70,000 sqm, 2,400 parking
spaces and 100 retail spaces, it will be a
commercial center attracting visitors
from eastern Scania, western Blekinge
and southern Småland. It will be situated
in the green surroundings of the castle of
Hammarshus, where King Christian IV of
Denmark founded the city in 1614.
Illustration: Lundgaard & Tranberg Arkitekter A/S
Quality Hotel View
Quality Hotel View opens on 11 January
2016. Malmö's finally getting a fullservice conference hotel, at the heart of
the urban district of Hyllie. Next door to
the Malmö Arena and minutes by train
from Copenhagen Airport, downtown
Malmö and Copenhagen. 302 rooms
including two VIP suites – 620 beds.
Lobby bar, Lounge (84 seats). Lunch &
à la carte restaurant (342 seats)
C4 Shopping
Fehmarnbelt Tunnel
I love this city and that is why I have
invested heavily in it, with a total of
three new hotels in the coming years.
Malmö has incredible potential with
its pioneering spirit and diversity
and I have decided to be part of
the city’s growth.
– Petter A Stordalen,
owner of Nordic Choice Hotels in Sydsvenskan
57
Photo: Johan Bävman
Shopping street, Malmö
Sergels torg,
Stockholm
Photo: Jakob Fridholm
Photo: Nicho Sodling
Interior design, Gothenburg
Photo: Rodrigo Rivas Ruiz
Ullevi, Gothenburg
Photo: Nicho Sodling
Photo: Pixprovider 2011
Triangeln, Malmö
Photo: Christoffer Lomfors
NK, Stockholm
Mood, Stockholm
Bibliotekstan,
Stockholm
Food experience,
Sweden
Photo: Jeppe Wikström
Photo: AMF Fastigheter
LET US ASSIST YOU IN SETTING UP
BUSINESS IN SWEDEN
This publication is provided by the investment promotion
organisations of Sweden, Stockholm, Malmö and Gothenburg
in partnership with industry organisations and retail property
owners. Contact us for assistance, information and network
contacts when considering expanding to Sweden.
is the official Swedish
trade and investment council with the
mission to facilitate and promote inward
investments to Sweden and for Swedish
companies to expand abroad. International companies can get free advice,
tailored information, establishment
support and network contacts, when
considering Sweden for expansion.
www.business-sweden.se
business sweden
stockholm business region d
evelopment
is the official investment promotion
agency of the City of
Stockholm. We work with marketing
and development of the entire Stockholm region as a business destination.
www.investstockholm.com
invest in skåne is the official business
promotion agency for southern Sweden.
We provide free professional advice and
services to international companies
considering southern Sweden for future
investment and assist regional companies in developing their international
business. www.investinskane.com
business region göteborg is dedicated to
strengthening and developing trade and
industry in the Gothenburg region. We
offer knowledge and contacts that create
the means to launch, develop and establish business in the Gothenburg region.
www.businessregion.se
INDUSTRY ORGANISATIONS
svensk handel (Swedish
Trade Federation)
represents the interests of retailers,
wholesalers and digital commerce in
issues concerning economic policy and
better trading conditions. Svensk Handel
is also the employers’ organisation
serving the entire trade and commerce
sector. www.svenskhandel.se
stockholm property association
Based in the heart of Sweden’s thriving
capital, the Stockholm Property Association represents and serves over 5,000
members in the commercial and
residential real estate industry.
www.fastighetsagarna.se/stockholm
city i samverkan
(Stockholm City Centre Partnership)
is a non profit member organisation that
initiates, manage and executes city
centre projects in collaboration with
local authorities, property owners and
various city partners. Together we strive
for the best possible Stockholm City
centre experience.
www.cityisamverkan.se
PROPERTY OWNERS
is one of Sweden’s
largest property investment and
development companies, focusing
mainly on urban commercial office and
retail premises in Stockholm, with its
main investment focus on Stockholm
city centre. AMF fastigheter is a
subsidiary of AMF Pension Insurance.
www.amffastigheter.se
amf fastigheter
vasakronan is the leading commercial
property company in Sweden.
Our strategy is to focus on retail premises
and centrally located offices in Sweden’s
major growth regions: Stockholm,
Uppsala, Gothenburg, Malmö and Lund.
We believe in city shopping wholeheartedly and with 320,000 sq m retail space
we are the largest retail operator in
Sweden.
www.vasakronan.se
CONSULTANTS
gate46 provides solutions making
retailers more profitable. We offer
Tenant representation, Site Acquisition
& Disposal, Legal Advice, Valuation &
Advisory and Contract management.
www.gate46.se
is the largest, full-service real estate
services company in the world. Operating across the globe, the firm holds a
leadership position in the clear majority
of the world's key business centres.
The Company has approximately 70,000
employees, whereof 250 are based in
Sweden. Our offices are located in
Stockholm and Gothenburg.
www.cbre.se
cbre
atrium ljungberg is one of Sweden’s
largest listed property companies.
Our focus is on owning, developing and
managing properties, principally in the
retail and office sectors. Our ambition is
to develop areas into full-service environments which are sustainable and
attractive in the longer term.
www.atriumljungberg.se
is a leading owner, manager and
developer of urban grocery-anchored
shopping centres in the Nordic and
Baltic regions, with assets under
management totalling approximately
¤3.3 billion and a market cap of
approximately ¤1.6 billion. Listed on the
Helsinki stock exchange.
www.citycon.se
citycon
59
Published in October 2015 by
Business Sweden
Stockholm Business Region Development
Stockholm City Center Partnership
Business Region Göteborg
Invest in Skåne

2015/2016 RETAIL GUIDE SWEDEN

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