stockholm gothenburg malmö

Transcription

RETAIL
GUIDE
SWEDEN
STOCKHOLM
GOTHENBURG
MALMÖ
SWEDEN TOP PURCHASING POWER IN EU
Net income per capita, 2013, €
Sweden
Austria
Denmark
Germany
France
Finland
Belgium
UK
Iceland
Ireland
Italy
Netherlands
21,640
21, 295
21,161
20,621
19,565
19,445
18,782
17,892
17,592
16,438
15,945
EU-27
15,539
15,100
Europe
12,890
Spain
12,370
Portugal
10,018
Greece
9,963
Slovenia
9,921
Slovakia
7,473
Czech Rep
7,317
Source: GfK Purchasing Power Europe
Luts'k
L'viv
SWEDEN AT A GLANCE
• Top performing economy in Europe
• Largest market in the Nordic region
• Strong retail sales growth for 17 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
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 ever-increasing 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. Partners are
the Swedish Trade Federation, the Stockholm Property Association, the
Stockholm City Partnership, 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
Nordics overview
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 2nd 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.
RETAIL SALES AND PRIVATE CONSUMPTION
DEVELOPMENT, %
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. While Sweden and Norway have
stable economic growth, Denmark and Finland still
have economies 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 64 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 27 percent higher than the European
average, but not as high prices.
GDP DEVELOPMENT AND FORECAST, %
2.9
2.0 2.0
2.3
2.1
2.0
1.8
1.6 1.7
1.5
0.6
0.2
0.0
Sweden
Norway
Denmark
Finland
1.8
Sweden
Norway
0.5
0.4
Denmark
Finland
2013
Private consumption (€ bn)
Total retail sales (€ bn)
–0.8
–1.2
2015 (f)
Source: HUI Research
Swedish household consumption is continuously strong and a main
contributor to growth in the economy. Retail sales in Sweden and
Norway are strong, while Denmark's and Finland's retail market
is still going sideways or struggling.
4
–0.6
2014 (f)
–1.2
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 negative growth in 2014, before
slowly recovering in 2015.
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
¤54.8 bn
Helsinki
Oslo
Retail sales
Stockholm
FINLAND
5.1 million
inhabitants
¤10,700/capita
¤36.6 bn
Retail sales
Retail sales
m a rk
¤43.0 bn
De n
DENMARK
5.4 million
inhabitants
¤6,655/capita
Copenhagen
5.6 million
inhabitants
¤7,680/capita
SWEDEN
¤71.2 bn
Retail sales
9.6 million
inhabitants
¤7,430/capita
PURCHASING POWER PER CAPITA
Nordic capitals, 2013
Inhabitants
Purchasing power
per capita, ¤
European
index*
National
index
Stockholm
881,235
26,459
205
122.3
Oslo
623,966
35,182
273
111.0
Copenhagen
559,440
20,154
156
95.2
Helsinki
603,968
23,239
180
119.5
PURCHASING POWER PER CAPITA
Nordic countries, 2013
Purchasing power
per capita, ¤
European
index*
Rank, Europe
Country
3
Norway
31,707
246
4
Sweden
21,640
168
7
Denmark
21,161
164
10
Finland
19,445
151
*European average = 100
PRICE LEVELS VS. GDP PER CAPITA - EUROPEAN RANKING
(Index 2013)
EU-28=100*
Price level
GDP per capita
Norway
164
191
Switzerland
162
158
Denmark
144
125
Sweden
138
127
Finland
125
112
Belgium
114
119
UK
113
106
Netherlands
113
127
Austria
112
129
France
110
108
Source: GfK Purchasing Power Europe 2013/2014
*Exclusive of Luxembourg
Source: 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 OU
FROM THE CR
6
Photo: iStockphoto
T
OWD
7
Sweden overview
Kiruna
KEY FACTS SWEDEN
Population 2014, million
9.7
GDP growth 2013, %
1.5
GDP growth 2014 (f), %
2.0
Inflation 2013
0.0
Inflation 2014 (f)
0.4
Retail sales growth 2013, %
2.0
Retail sales growth 2014, %
3.0
Unemployment rate 2014 (f), %
7.4
Repro Interest rate 2014
Luleå
0.75
GDP per capita
¤43,270 (SEK 393,300)
Disposable income per capita
¤22,070 (SEK 200,600)
Total consumption per capita
¤20,250 (SEK 184,000)
Retail sales per capita
¤7,430 (SEK 67,500)
Corporate tax rate, %
22
Swedish krona, SEK/¤ (average 2014)
9.0
Swedish krona, SEK/$ (average 2014)
6.7
Skellefteå
Umeå
Östersund
Source: Statistics Sweden
Sundsvall
Gävle/Sandviken
Borlänge
Uppsala
Västerås
SWEDEN’S LARGEST CITY REGIONS
Karlstad
Population
2013
Growth from
2003, %
2,163,042
14%
1
Stockholm county
2
Göteborg (greater region)
958,024
15%
3
Malmö (greater region)
678,460
21%
4
Uppsala
205,199
12%
5
Helsingborg/Landskrona
176,062
10%
6
Linköping
150,202
9%
7
Västerås
142,131
9%
8
Örebro
140,599
10%
9
Norrköping
133,749
7%
10
Jönköping
130,798
9%
Source: Statistics Sweden
8
Örebro
Eskilstuna
Norrköping
Linköping
GOTHENBURG
Jönköping
Borås
Halmstad
Helsingborg
/Landskrona
Lund
MALMÖ
Kalmar
Karlskrona
STOCKHOLM
Sweden overview
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.
DEMOGRAPHGY - AGE STRUCTURE, 2013, %
Sweden and the three largest city regions
SWEDEN
STOCKHOLM
19%
14%
20%
9%
19%
9%
23%
25%
26%
34%
GOTHENBURG
MALMÖ
15%
15%
19%
10%
23%
10%
22%
32%
AGE 0–17 20%
33%
18–24 25–44 45–64 65+ Source: HUI
SWEDES ARE SECOND WEALTHIEST IN EU
GDP per capita in PPP, 2013, €
Austria
33,200
Sweden
32,700
Netherlands
32,700
Ireland
32,500
Denmark
32,200
Germany
32,000
Belgium
30,600
Iceland
30,000
Finland
28,800
France
27,900
UK
27,200
EU-27
25,900
Italy
25,300
Spain
24,500
Slovenia
Czech Republic
21,300
Source:
Eurostat
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. Foreign assets account for
around 70 percent of the total GDP and exports of
around 50 percent. 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 9.7 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 0.8 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
• Inflation is zero
• Employment levels increasing
• Interest rate low
• Consumer confidence high
• Purchasing power high
• Retail sales growing
20,600
Slovakia
19,700
Portugal
19,400
9
Sweden overview
THE SWEDISH
RETAIL
MARKET
IMPRESSIVE GROWTH AND STRONG DEMAND
More on
p.17
RETAIL SALES PER SEGMENT, 2013
Strong retail sales growth in Sweden
The Swedish retail market has enjoyed positive annual
growth for 17 consecutive years, fuelled by both the
steady population growth and rising disposable
incomes. In 2013 retail sales grew by 2 percent to
¤71.2 billion (SEK 647 billion) and is expected to grow
by 3 percent in 2014. 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.)
¤71.2
billion
Daily goods: 46%
Fashion (clothing,
footware, accessories: 11%
Strong growth in e-tailing
The strong growth in e-commerce of goods continues
with total sales of ¤42.5 billion (SEK 37 billion) in
2013, an increase of 17 percent. Online sales amount
to 6 percent of the total retail sales and seven out of
ten consumers shop online. 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.
Furniture and home
interior: 7%
DIY and home
improvement: 6%
Daily goods: 46%
Home Electronics: 6%
Fashion (clothing,
footware, accessories: 11%
Pharmacy goods: 6%
Sports and leisure: 3%
Furniture and home
interior: 7%
Other: 15%
DIY and home
improvement: 6%
Home Electronics: 6%
Pharmacy goods: 6%
Sports and leisure: 3%
Other: 15%
RETAIL SALES AND GDP DEVELOPMENT YOY, 2003-2014, %
7.4
6.6
3.5
3.5
3.4
2.8
2.4
6.0
4.7
3.7
3.6
3.4
2.7
3.0
2.1
2.0
0.8
2003
2004
2005
2006
2007
2008
2009
2011
2012
2013
2014 (f)
–0.3
–0.6
Retail sales
Strong retail sales growth even during
the few years of financial downturn.
GDP growth
–5.2
10
2010
2.0
1.5
2013
4.3
4.7
Sweden overview
RETAIL SALES GROWTH EUROPE, Q2 2013 – Q2 2014, %
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 2013. (See Food & Beverage section.)
17
consecutive
years of annual
retail sales
growth
6.8
14.3
9.0
20.4
17.7
11.3
Estonia
8.8
Hungary
7.2
Lithuania
6.6
UK
6.0
Norway
4.5
Sweden
4.2
Latvia
4.2
Czech Rep
4.1
Serbia
3.2
Slovakia
2.8
Bulgaria
2.6
Germany
2.5
Austria
2.4
Poland
2.1
Source: Eurostat
E-COMMERCE SALES, 2003-2014 (€ BILLION)
4.9
More on
p.18
Romania
25.0
22.1
31.6
27.7
42.5
37.0
40%
of total household expenditure
is spent on retail and F&B
2014 (f)
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
RETAIL SALES INDEX, 2013
The strong growth in e-commerce continues, 17 percent in 2013.
Daily goods
Non-daily goods
Total
Stockholm
101
127
113
Gothenburg
102
132
116
95
136
114
100
100
100
Malmö
Sweden
Source: HUI Resarch
The three largest city regions show a considerably larger sales in the
non-daily goods segment than the Swedish average.
11
Sweden overview
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
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.
Sweden overview
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.
the home electronics sector
13
Hövding – a collar for
bicyclists containing a
folded up airbag.
Photo: Hannes Söderlund
Swedes are recognised both for
setting new trends and rapidly
adopting them from abroad.
They travel widely and thus
expand their minds culturally.
14
Sweden overview
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 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
Sweden is the most
individualised and
secularised countries
in the world.
- World Values Survey
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.
Photo: Nicho Södling
swedes are recognised
15
Tourism facts
¤31.4
billion
(SEK 285 bn) in total
expenditure from
tourists (+90%
since year 2000)
Tourism facts
¤5.5
Shopping tourism
sales are ¤9.3 bn
(SEK 84 bn), 13% of
total retail sales
Tourism facts
billion
(SEK 50 bn) foreign
tourists spent on
shopping (+160%
since year 2000)
Photo: Serny Pernebjer
Expected to
spend ¤6.6 bn
(SEK 60 bn) in the
Swedish retail
market 2020
16
million
overnight stays, of
which 13 million are
international
Shopping tourism’s
share of total retail
sales has grown from
8 to 13% since the
year 2000
Sweden overview
LARGE INCREASE IN
SHOPPING TOURISM
Record volumes and shopping
expenditure fuel Swedish retail sales.
Did you k
now ...
…that Swed
en had
16 million
internatio
nal
visits in 20
13 .
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 2013 when 54 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 11 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 - 46 percent or ¤5.5 billion
(SEK 50 bn).
with the fashionable lifestyle
TOP COUNTRIES VISITING SWEDEN
FOREIGN VISITORS EXPENDITURES
IN SWEDEN, 2013
Norway
3,261
Germany
Denmark
UK
O
SH
billion
PP I N G
¤12
Netherlands
Finland
2,600
Shopping: 46%
France
530
Hotel, food and drink:
24%
540
Fuel: 8%
Russia
Hotel, food and drink: 24%
Transportation: 14%
Shopping: 46%
Fuel: 8%
Hotel, food and drink: 24%
Culture, recreation: 6%
Transportation: 14%
Fuel: 8%
Other: 12%
Source: Agency for regional growth
280
240
235
Poland
Shopping: 46%
600
280
Switzerland
China
1,100
Transportation: 14%460
USA
Italy
Thousand
overnights
220
Other: 12%
190
Source: Swedish Agency for Economic and Regional Growth
Nordic day-shoppers
Cross-border shopping
accounts for 4 percent of
total retail sales. The Nordic
visitors spent ¤2.5 bn
(SEK 23 bn) on goods in
Sweden in 2013 and made
18 million day visits.
The majority of this expenditure is by Norwegians. On
average foodstuffs, for
example, are 32 percent
cheaper in Sweden than in
Norway.
Other: 12%
17
Photo: Henrik Trygg
Photo: Jacob Fridholm
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.
are spending more and more
money on food and beverages. The restaurant industry’s turnover is growing fast and hit a record high of
¤12 billion (SEK 105 billion). In the café segment alone,
sales has grown with 70 percent since 2007 – twice
as much as the industry in total.
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 2014, there are two restaurants with double
Michelin stars in the country – Mathias Dahlgren Matsalen and Restaurant Frantzén – both located in Stockholm. A total of 15 Michelin stars are currently spread
over 13 restaurants in Stockholm and Gothenburg.
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.
TOTAL F&B SALES PER SEGMENT, 2013
swedish consumers
18
Restaurants: 44%
Workplace
restaurants:
5%
Cafés/
Coffee shops:
6%
¤12
billion
Hotel
restaurants:
14%
Roadside/Commuter
restaurants: 8%
Entertainment
venues and
bars: 12%
Fast food
restaurants: 13%
Source: Visita
Opportunities to introduce new
exciting F&B concepts to Sweden
certainly exists.
Sweden overview
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.
there is a considerable supply of retail space on the
Most major Swedish cities have at least one retail
Swedish market and the total retail stock amounts to
park, with IKEA dominating the out-of-town market.
approximately 18 million sq m, including shopping cenThe factory outlet centre market is immature and only
tres, 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 2015 outside Stockholm,
in the country.
Emporia - the award winning centre outside Malmö
There is a healthy nationwide supply due to major
and Mood Stockholm - the “shopping beyond shopongoing and planned expansions of shopping centres
ping” city centre in Stockholm.
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
consumption and growth in retail sales.
their shopping destinations.
EXCELLENT LOGISTICS HUB
FOR NORTHERN EUROPE
sweden ranks top 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 24 hours.
Some ten Swedish locations are used by foreign companies for centralised distribution in Northern Europe.
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
Granpa, Stockholm
Liseberg,
Gothenburg
20
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 average monthly salary for a full-time sales clerk
in retail is ¤2,200 (SEK 20,500), excluding social
charges. 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 2014
¤/month/sq m – Average market rent to top rent
City
AA Location
A Location
B Location
C Location
Stockholm
750–1,850
545–1,000
380–760
210–600
Gothenburg
760–1,300
490–980
270–545
160–325
435–710
380–545
215–435
105–270
Malmö
Source: Newsec
21
Sweden overview
BRINGING BUSINESS TO
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, knowledge-sharing 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
incomes, 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 2013,
is ICA Sverige, followed by
Axfood and Coop Sverige.
Multinational actors play an
important role in Swedish
retail, especially in non-grocery 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. 26 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 2nd for
individual usage, business
readiness, and infrastructure environment, respec-
tively. 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 eco-labelled
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.
Sweden overview
SWEDEN
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 average monthly salary
for a full-time sales clerk in
retail is ¤2,200, excluding
social charges (15.49 percent under age 26). 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.
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
(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 ten
percent or five percent if the
23
STOCKHOLM
THE POWERH
OF SCANDIN
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.
24
KEY FACTS STOCKHOLM
(2013)
Source: Stockholm Business Region
RETAIL SALES INDEX
City
Daily goods
Non-daily goods
Total
Stockholm
101
127
113
Sweden
100
100
100
Source: HUI
Photo: Ola Ericson
OUSE
AVIA
GRP: ¤163 billion (43% of Sweden’s GDP)
Population
– City: 898,000
– County: 2.2 million (+36,000 per year)
– Greater region: 3.6 million
Workforce greater region: 2 million
Students: 119,000
Companies: 427,700
Foreign owned companies: 14,800
Average age: 39
Highly educated people: 56%
Single households: 57%
Average income: ¤30,600 (SEK 277,000)
Retail sales Stockholm county: ¤16 billion
(SEK 137,805), (23% of total Sweden)
25
Stockholm overview
73%
higher GDP/capita in
Stockholm, compared to the
average EU city region
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.
The greater Stockholm region is by far the largest in
Sweden, with 3.6 million inhabitants, or 37 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 the region
accounts for 43 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.
pwc has ranked stockholm
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 nine with a 73 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.
26
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 more than 11 million commercial overnight stays per year, Stockholm
County is also the tenth most attractive tourist destination in Europe. The city is also recognised as a new
culinary destination, with 11 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.
Did you know
...
… 36 percent
of the
population in
Sweden
lives in the gr
eater
Stockholm re
gion
Stockholm
DID YOU KNOW THAT...
... Stockholm is the 10th most attractive
tourist destination in Europe, with 11 million
commercial overnight stays
Photo: Conny Fridh
... foreign tourists spend ¤25 million
when visiting Stockholm
... Stockholm’s gross regional product is
68 percent higher than the EU-27 average
... Stockholm is the fastest growing
city in Western Europe
27
15. Täby Centrum
LARGEST EXTERNAL
SHOPPING DESTINATIONS
STOCKHOLM REGION
2. Barkarby Retail Park
13. Mörby
Centrum
4. Kista
Galleria
E4
E18
E18
12. Stinsen
10. Sollentuna Centrum
9. Vällingby City
18. Mall of Scandinavia
17. Solna
Centum
6. Bromma Blocks
275
STOCKHOLM
CITY
8. Liljeholmstorget
3. Sickla
Köpkvarter
16. Nacka
Forum
14. Globen Shopping
E20
7. Skärholmen
Centrum
226
1. Kungens Kurva
73
11. 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
5. Farsta Centrum
Largest shopping centres and retail parks according to turnover
1. KUNGENS KURVA RETAIL PARK
Owner: Företagarföreningen
Kungens Kurva
Turnover: ¤793 m (SEK 7,300 m)
GLA: 230,000 sq m
No of stores: 150
2. BARKARBY RETAIL PARK
Owner: IVG
Turnover: (2012) ¤459 m
GLA: 130,000 sq m
No of stores: 52
28
3. SICKLA KÖPKVARTER
Owner: Atrium Ljungberg
GLA: 78,700 sq m
No of stores: 168
5. FARSTA CENTRUM
Owner: Atrium Ljungberg
GLA: 58,000 sq m
No of stores: 160
7. SKÄRHOLMEN CENTRUM
Owner: Centeni Stockholm
GLA: 100,000 sq m
No of stores: 102
4. KISTA GALLERIA
Owner: Kista Galleria KB
GLA: 94,200 sq m
No of stores: 185
6. BROMMA BLOCKS
Owner: Starwood Capital Group
Turnover: (2012) ¤223 m
GLA: 55,000 sq m
No of stores: 80
8. LILJEHOLMSTORGET
Owner: Citycon
GLA: 41,000 sq m
No of stores: 99
EXAMPLES OF SHOPPING CENTRES
3 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 168 shops with offerings in all segments but with many interior
design and furniture retailers. Examples of
retailers: G-Star Raw, Best of Brands,
DesignTorget, Himla, Electrolux Home.
4 Kista Galleria is the largest shopping centre in Stockholm with 185 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.
5 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. Examples of retailers: Clair’s,
Hunkemöller, 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 99 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.
15 Täby Centrum is one of the largest shopping centre facilities in the Stockholm area
with a leasable area of 77,000

sq m. The
centre has 220 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. In the spring of 2015 a comprehensive development will be completely
finished, bringing Täby up to a total of 260
stores. Täby Centrum was declared Stockholm’s Favourite Shopping Centre and Best
Shop Offer by Evimetrix in 2013.
16 Nacka Forum is the largest shopping centre in the southeastern part of Stockholm, and
accommodates 150 shops, restaurants and
cafés on four levels. The 55,000 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.
18 Mall of Scandinavia will be by far the largest shopping centre in
Sweden and part of a larger complex, which includes a hotel, office
space and the 65,000-capacity Friends Arena. The opening is
scheduled for autumn 2015. Mall of Scandinavia benefits from an
outstanding location, 7 min from Stockholm city centre, in a dense
office area where some of the biggest companies in Sweden are
moving their headquarters, such as Telia (48,000 sq m), SEB
(65,000 sq m), and a rapidly growing residential area. Customers
will find the best and most innovative retailers within fashion,
food, technology, sports and design with many market entries. A
15-screen multiplex cinema, a flagship of IMAX in Scandinavia,
250 stores and restaurants and over 100,000 sq m retail space,
turns Mall of Scandinavia into a destination that will attract customers from both near and far.
Accessibility is ideal with direct access from the E4 and E18
highways and a good public transport system: commuter train,
tram, buses and metro forecast for 2022. A new train station in the
north of Stockholm city centre will create convenient accessibility
for the wealthy city inhabitants, 3 min away by train.
9. VÄLLINGBY CITY
Owner: Svenska Bostäder
Turnover: ¤163 m
(SEK 1,500 m)
GLA: 70,000 sq m
No of stores: 180
11. HERON CITY
Owner: Niam
Turnover: ¤109 m
(SEK 1,000 m)
GLA: 48,700 sq m
No of stores: 25
13. MÖRBY CENTRUM
Owner: Diligentia
Turnover: ¤86 m (SEK 780 m)
GLA: 18,000 sq m
No of stores: 65
10. SOLLENTUNA CENTRUM
Owner: Steen & Ström
GLA: 35,000 sq m
No of stores: 120
12. STINSEN
Owner: CBRE Global Investors
Turnover: (2012) ¤102 m
GLA: 42,000 sq m
No of stores: 90
14. GLOBEN SHOPPING
Owner: Klövern
Turnover: (2012) ¤65 m
GLA: 22,744 sq m
No of stores: 46
TURNOVER NOT AVALIABLE
15. TÄBY CENTRUM
Owner: Unibail Rodamco
Turnover: N/A
GLA: 77,000 sq m
No of stores: 220
17. SOLNA CENTRUM
Turnover: N/A
GLA: 48,200 sq m
No of stores: 124
16. NACKA FORUM
Turnover: N/A
GLA: 55,000 sq m
No of stores: 150
29
Vasastan
T J
A hip residential area with many
smaller fashion and interior
stores and culinary restaurants.
T
T
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.
3
13
T
City
centre
T
T
5
2
11
Kungsholmen
T
12 T
J
Mainly a residential area for affluent
professionals. The prime retail area
is Västermalmsgallerian.
10
1
T
T
Gamla stan
The Old Town dates from the
13th century.
Did you know ...
… that Monocle rec
ently
chose Gamla Stan
as
the “top up-and-c
oming
neighbourhood in
the world ”
T
Did you know ...
T
T
9
T
8
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.
… that fashion magazine
Vogue recently mapped
out the 15 coolest neighbourhoods in the world,
and Södermalm
in Stockholm
placed 3rd
J
T
SHOPPING CENTRES
AND
DEPARTMENT
STORES
IN STOCKHOLM CITY
7
6
T
Located throughout the city – from the from “Upper
East Side” Östermalm to hipster Söder – these are the
Stockholmers’ favourite indoor shopping destinations.
30
30
J Commuter trains
T Metro
4
T
Stockholm overview
SHOPPING CENTRES
1
Gallerian
Stockholm’s first and largest shopping centre, located in the
heart of downtown Stockholm’s commercial hub. Comprising
more than 80 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: ¤199 m (SEK 1,833 m)
GLA: 31,500 sq m No of stores: 86
2
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 50 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.
Owner: AMF Fastigheter Turnover: ¤55 m (SEK 500 m)
3
Sturegallerian
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.
Owner: Sturegallerian AB Turnover: ¤81 m (SEK 753 m)
4
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: ¤117 m (SEK 1,072 m)
5
Västermalmsgallerian
In the heart of Kungsholmen, one of the most urban and lively
districts in Stockholm, lies the shopping centre Västermalmsgallerian. It contains more than 40 shops, creating an
attractive mix of fashion, food and services. This is where the
urban consumers do their daily shopping and spend time with
friends and family. The centre is located right by Fridhemsplan metro station, Stockholm’s third largest hub for public
transport. Retailers include Rituals, H&M, Gina Tricot, Polarn
o Pyret and Espresso House.
6
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.
7
Skrapan
The ground floor of what used to be the Swedish tax authorities’ headquarters is today a 9,000 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: ¤26 m (SEK 243 m)
8
Bruno
The busy Götgatsbacken attracts a young and trendy crowd
with its diverse offering of specialist F&B and high-street
fashion stores. at the top of this hilly street is the compact
mall Bruno that offers a mix of Scandinavian and international brands. Bruno, which also comprises a contemporary
Asian-cuisine restaurant plus a bar and café with a popular
rooftop terrace. Retailers include Filippa K, Whyred, H&M,
Samsøe & Samsøe and American Apparel.
Owner: SEB Tryggliv Turnover: ¤11 m (SEK 97 m)
9
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: N/A
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: Nordea Bank AB Turnover: N/A GLA: 5,982 sq m No of stores: 23
DEPARTMENTS STORES
11 NK
The classic department store of Stockholm, located on the
major shopping street Hamngatan and adjacent to Mood
Stockholm. 110 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: (2012) ¤260 m GLA: 24,000 sq 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: Axstores Turnover: ¤141 m (SEK 1,300 m)
GLA: 20,000 sq m
13 PUB
Classic department store from 1882 that has adapted beautifully to the changes in retail trends. Now it’s undergoing major
renovations that will offer plenty of retail surprises for the
coming years. F&B retailers include Bröd&Salt and Restaurant
Voltaire. Examples of other brands: Gant, Tiger of Sweden,
Minimarket, Rodebjer, The Shirt Factory and Housedoctor.
Owner: AxFast Turnover: (2012) ¤58 m GLA: 16,373 sq m
31
KEY RETAIL AREAS
AND
DISTRICTS
STOCKHOLM CITY CENTRE
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Radisson Blu
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T
G
Stockholm Central
Station
Owner: Jernhusen
Turnover: ¤525 m
(SEK 4,829 m)
GLA: 35,643 sq m
No of stores: 58
n
an
Ol
s
me
Ja
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T
Kung
Ap
ata
er
d sga t
J Commuter trains
T Metro
Restaurant
Hotel
Culture
e lg
David Bagare
skillna
n
Tun
T
Malm
Retail in Stockholm’s city centre is concentrated
in connected shopping areas, each with their
own unique atmosphere and commercial supply.
rg
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Stockholm overview
1
an
d sg
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Sturegallerian
La
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East
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Marc by
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a
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5
4
Massimo
Dutti
Nobis Hotel
Zara
Acne
Gucci
Hamngatan
Ole
Lynggard
s t rä d
or f f s
Ny
ga t a
n
Footfall: Biblioteksgatan, Fri: 20,000, Sat: 25,000
Birger Jarlsgatan: Fri: 25,000, Sat: 15,000
7
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Radison Blu
Strand Hotel
T
Footfall: Fri: 15,000, Sat: 15,000
Gre
St
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an
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Strömka
n
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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 chose to put their flagship
store in this street. Starbucks plans to open here in the future.
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
rden
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.
tan
rend
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br
Berzelii Park
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5
6
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and
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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.
an
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Sephor
Hugo
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ga t a n
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Östermalmstorg
T
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Bo
Sturegallerian/Humlegårdsgatan
Around the exclusive Stureplan, a new commercial and restaurant district has developed. Sturegallerian offers numerous premium brands as well as a row of up-market restaurants and nightclubs. Around Humlegårdsgatan, Stockholm’s
new “Savile Row” has developed with a menswear foucs.
ing
me
Houdini
The North
Face
Boomera
Malene
te k ss
Zink
Grill
ters
n O ut fit
Haglöfs
3
ac
Sergelgatan/Hötorgscity
Sveavägen: Fri: 18,100, Sat: 14,300
K
Nyb
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Urba
gatan
Aplace
Norrøn
T
Zara Ho
Biblio
7
Norrlands
Timberland
Karen
Miller
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5
Best of
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2
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Sa
Gr
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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.
Sturehof
ata
Chow
n
Bik Bok
Stureplan
Nosh &
jor s
mle
Re s
t
E k s a u ra n t
te d
t
Ma
Hu
olly
es
Jon
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tt &
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a
Cr o
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Hotell Kung Carl
ssim
sgatan
aniet
Carlings
Naturkomp
Taverna
Brillo
u t ti
3
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n
Gan
t
Jamie's
Italian
Od
Anglais
Ma
Biblioteks
Filip
pa K
Mo
rris
Humlegården
Hotel
Stureplan
Drottninggatan
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 stores Åhlens and PUB. Include
brands like, H&M, Zara, Clas Ohlson and Weekday.
Grand Hotel
Mathias Dalgren,
Grand Hotel
9
dr
a
Lydmar
as
n
Bl
Strömbro
Sö
Vasagatan
ie
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.
ho
lm
sk
aje
n
33
Stockholm
Photo: Ulf H Börjesson
Stockholm is the…
• 2nd most competitive
city in Europe
• World leader in innovation
and intellectual capital
• Number one for entrepreneurial
environment
34
Stockholm overview
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 DISTRICT
Building on Mood Stockholm’s success
– a new flagship destination to be born in 2016
Mood district, a natural extension to Mood Stockholm, is an entire new business district in Stockholm
developed by AMF Fastigheter, located within the
cluster of streets around Jakobsbergsgatan,
Regeringsgatan and Mäster Samuelsgatan. The proven strong pedestrian flows, forecast to grow even
more with new transport links, create a unique opportunity to evolve the area into an attractive business
district containing an exciting mix of flagship stores,
independent boutiques, restaurants, cafés and meeting places. The release of the three flagship retail corners is a unique chance for international brands to
present a face amongst the key national brands. This
is a wholly new flagship destination.
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.
REGERINGSGATAN
Shopping street development – ongoing project
Stockholm City, AMF Fastigheter, Pembroke, Vasakronan 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 District
Urban Escape, Stockholm
35
THE
36
GOTHENBURG
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
(2013)
GRP: ¤46 billion (SEK 416 billion)
Population
– City: 533,300 (+7,000 per year)
– Greater region: 958,000
Workforce region: 480,000
Students: 50,000
Companies: 101,000
Average age: 39
Highly educated people: 47%
Retail sales Gothenburg region: ¤6.6 billion
(SEK 60 billion)
Source: Business Region Göteborg
RETAIL SALES INDEX
City
Daily goods
Non-daily goods
Total
Gothenburg
102
132
116
Sweden
100
100
100
Source: HUI
37
Gothenburg overview
38
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%)
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%)
2005
2006
2007
2008
2009
2010
2011
2012
2013
POPULATION GROWTH 2003–2013
872,155 (+0.8%)
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 department stores, shopping centres, speciality shops and
pleasant pedestrianised areas.
The number of airline passengers which arrive at
the Gothenburg region’s two international airports
continues to rise, breaking a new record in 2013 when
5.86 million passengers travelled to and from Göteborg Landvetter Airport and Göteborg City Airport.
The Gothenburg region’s hotels, holiday villages and
hostels also reached new highs in 2013 with
3,776,000 overnight stays.
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.
2004
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.
Source: BAK Basel
865,444 (+0.8%)
that the Gothenburg
region stands very strong in international terms.
According to the Swiss survey company BAK Basel,
Gothenburg ranks fifth out of 119 European metropolitan 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. At a continued annual growth rate of about
10,000, the region will have about one million residents by 2017.
several surveys indicate
... place for “Best future
growth potential”
– Gothenburg’s ranking out
of 119 European cities
2003
Photo: Fredrik Broman
5th
Source: SCB
During the last decade, the number of residents in the Gothenburg
region increased by 92,580. Between 2012 and 2013 the population
grew by about 10,499 people.
Gothenburg
... the retail and F&B sector in the
Gothenburg region has a turnover of
¤7.9 billion and employs more than
38,000 people
Photo: Daniel Högberg
... the Gothenburg region is growing by
25 people per day, which represents an
annual increase in purchasing power of
¤55 million
39
E6
LARGEST SHOPPING
DESTINATIONS
IN AND AROUND GOTHENBURG
9. Bäckebol Shopping centre
11. Allum Shopping centre
E45
Göteborg
City Airport
E20
6. Backaplan
J
1. Nordstan Shopping Centre
3. Arkaden
2. NK
4. Kompassen
Gothenburg City
To Göteborg
Landvetter Airport
27
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 overview
Nordstan Shopping Centre
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 200 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 electronics,
sports goods, toys, interior design items and
much more. Around Christmas and summer
time there are enjoyable markets selling
handicrafts and design goods.
Owner: Vasakronan AB F O Peterson & Söner Byggnads AB, Gösta Andersson Byggnadsfirma AB, KAB
Fastigheter AB, Hufvudstaden AB, Nordstans Samfällighetsförening, Eklandia Fastighets AB.
Turnover: ¤450 m (SEK 4.1 bn)
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, accessories, 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 emphasis on highlighting new trends and staging
product launches and premieres.
Owner: Hufvudstaden AB Turnover: N/A
3
Arkaden
Arkaden is a modern shopping centre that plays
a central part in Gothenburg’s fashion scene. 25
stores spread over three floors put the focus
firmly on fashion, design and interior furnishings. 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.
Owner: Vasakronan Turnover: ¤31.7 m (SEK 288 m)
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.
Owner: Vasakronan Turnover: ¤16.3 m (SEK 148 m)
5
Frölunda Torg
Gothenburg’s second largest shopping centre after Nordstan opened in 1966. Since
then it has expanded several times, lately in
2011 from 115 shops to 200, and a total retail
area of 100,000 sq m. Located in the southern part of the city, it has 3,000 free parking
spaces. Swedish and international chains, as
well as small boutiques and well-known
brands, are presented there.
Owner: Diligentia AB Turnover: ¤250 m (SEK 2.3 bn)
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 2.2 billion. The infrastructure
around the area is well developed, so
Backaplan is easy to reach by any means
of transport.
Owner: AB Remvassen, ByggGöta, Cadena Fastigheter, Balder, Handelstornet ABKB Kvillebäcken 1,
KF fastigheter, Platzer Fastigheter, Svensson&
Bourghardt KB Turnover: ¤240 m (SEK 2.2 bn)
7
Högsbo 421
Opened in 2006 and nowadays an established shopping centre with an increasing
number of visitors and sales. Retail space
covers 29,800 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
8
Sisjö shopping park
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.
Owner: : Union Investment Real Estate AG, Alaska
Fastigheter, Balder, GE Capital Real Estate, Skanska,
Wallenstam, etc.
Turnover: ¤14 m (SEK 127 m)
GLA:N/A No of stores: 16
9
Bäckebol
Located on the island of Hisingen in the
northern part of town, this large shopping
destination (42,000 sq m) is home to retailers such as German home improvement giant
Bauhaus, Clas Ohlson, Coop, MediaMarkt
and Norwegian sports chain XXL.
Owner: Vencom Property Partners AB
Turnover: ¤140 m (SEK 1.3 bn) GLA: 42,000 sq m
No of stores: 19
10 Kållered shopping park
Kållered Köpstad was developed from a
countryside area into one of the region’s
shopping parks. There are 24 stores representing major chains such as Coop, Lindex
and KappAhl, but also many other shops
offering clothing, jewellery, fishing gear, toys
and much more.
Owner: IKANO Turnover: N/A
11 Allum
Allum is located 8 km east of Gothenburg
centre. It is a modern shopping centre with
retail area of 54,000 sq m combining speciality shops side by side with well known
chains. There are 100 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 90
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: ¤140 m (SEK 1.3 bn)
13 Freeport
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: Freeport PLC Turnover: N/A
41
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The inner city
The charming area within the Moat is home to a mix of small
specialist shops and large chain stores. The aroma of freshly
roasted coffee drifts from Victoriapassagen, a narrow alley
lined with charming small boutiques. Beyond, the cobbled
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 department 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 shopping and exciting places to eat. A
creative centre has blossomed in the neighbourhood around
Magasinsgatan, Vallgatan and Södra Larmgatan, where local
Gothenburg designers 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.
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3
Haga
Haga is one of the oldest and most popular districts in Gothenburg. The neighourhood 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 assortment of antiques,
handicrafts, designer goods, books, children’s clothing and
vintage fashion. The neighbourhood merges into Linnéstaden.
4
Linné
Linnégatan extends from the square Järntorget 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
vintage, 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.
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Gothenburg’s main boulevard, Avenyn, stretches from the
monumental Götaplatsen to the bridge Kungsportsbron by
the Moat. 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 holidaymakers. One can find
just about everything needed and a little more on Avenyn and
its side streets. Flagship stores for Oscar Jacobson, Villeroy
& Boch and Laura Ashley rub shoulders with a wide selection
of top fashion chain stores.
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43
Gothenburg
GROWTH IN
THE GOTHENBURG
REGION SINCE 2000
20%
higher productivity
90,000
more jobs
47%
33%
increase in total wages
increase in GRP (gross regional product)
125,000
Photo: Sofia Sabel
new residents
44
Gothenburg overview
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 tenants. The goal is to develop trade not only in the property, but also along the streets of Fredsgatan, Drottninggatan 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.
Kulan
The former SKF roller-bearing factory in Gamlestaden
is being converted into 75,000 sq m of housing
(30,000 sq m), services (15,000 sq m) and shopping
(30,000 sq m).
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.
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.
Airport City
There are plans to construct a large shopping centre,
covering 80,000 sq m, and an area for retail of durable goods of about 70,000 sq m, which is part of the
Airport City project at Göteborg Landvetter Airport.
Mölndal
MölnDala Fastighets AB, which is wholly owned by
the City of Mölndal on the outskirts of Gothenburg,
will develop the Forsåker area in central Mölndal. The
site is 24 acres and will have the character of a mixeduse city with more than 2,000 housing units and business spaces for retail as well as offices and small
industrial enterprises.
Kungälv
KF Fastigheter is establishing 20,000 sq m of retail
space in the western part of the Kongahälla site. Building is set to start in summer 2015, which means a
grand opening in time for Christmas 2016.
Stenungsund
Expected opening 2015-2016
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.
45
MALMÖ
YOUNG, WEA
& 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.
The Turning Torso is the highest skyscraper
in Scandinavia with its 190 m and 54 floors.
It is a residential building and was designed
by Santiago Calatrava.
46
LTHY
KEY FACTS MALMÖ
(2013)
GRP per capita: ¤45,000 (SEK 410,000)
Population
– City: 313,000, (+32% in 20 years)
– Malmö region: 678,460 (+21% in 10 years)
– Öresund region: 3.8 million
Workforce: 154,796
Students: 26,000
Students Öresund region: 167,000
Companies: 33,286
Companies Öresund region: 250,000
Average age: 36
Highly educated people: 31% (Sweden 25%)
Retail sales Malmö region: ¤8.4 billion
(SEK 76 billion), +3%
Source: Invest in Skåne
RETAIL SALES INDEX
City
Daily goods
Non-daily goods
Total
Malmö
95
136
114
Sweden
100
100
100
Source: HUI
Photo: Justin Brown
Malmö overview
Photo: Foap
Emporia shopping centre, Malmö
southern sweden is a fast growing region both eco
nomically 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 3.8 million people. This makes
Öresund the most densely populated area of Scandi
navia. With the Öresund Bridge connecting Malmö to
Denmark and Copenhagen, a constant flow of shop
pers from Denmark and beyond is assured.
The innovative and entrepreneurial spirit is exem
plified 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 bi
cycle 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.
We chose Malmö because
it is cheaper than
Stockholm and still has
great infrastructure.
– Christian Chistensen,
Head of Sales and Marketing, Babyliss.
Over the last couple of years quite a few companies’ headquarters have moved to
Malmö. Orkla, ArjoHuntleigh, Peugeot and Vestas have, among others, moved their
top management to the city. Source: Rapidus 13-10-2014
48
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 significant
ly 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.
Retail rents in Stockholm are on average 230%
higher than in Malmö, yet Malmö has some 3.8 mil
lion people within an hour’s drive of the city. Only 30
minutes from Copenhagen city centre, Malmö is stra
tegically 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 innova
tive shopping centre” as well as the 2014 MIPIM
award for “Best shopping centre”, and the best archi
tecture 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-kilo
metre pedestrianised shopping stretch between Stor
torget and Triangeln, by way of Södergatan, Gustav
Adolfs Torg and Södertull all the way to Södra För
stadsgatan.
Visitors are coming to Malmö in increasing num
bers, 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 dur
ing their stays.
Diverse and innovative
Apart from retail, Malmö was named the hippest city
in Scandinavia (Travel and Leisure 2014), and an
important research hub. In 2013, the business maga
zine 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 Scandi
navia. Malmö was also named one of eight emerging
tech hubs in the world (Travel and Leisure 2014).
Malmö overview
...the Öresund Region is the most densely
populated region in Scandinavia. With
3.8 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
Photo: Ulf Lindgen
...Absolut Vodka was registered
in 1878 and is still solely
produced in southern Sweden
Absolutely true!
49
To Helsingborg 12
To Stockholm
and Gothenburg
To Kristianstad 13
E6
11
LARGEST SHOPPING
DESTINATIONS
IN AND AROUND MALMÖ REGION
J
J
E20
E22
7
Ma
Travem
lmö SE –
rman
ünde G e
y
TJ 5
8
4
ÖRESUND
T
6
3
J
J Commuter trains
T Metro
Ferry
Airport
2
T
E20
Bridge with rail
link to Denmark
To Copenhagen Kastrup
Airport and Copenhagen
1
J
9
E65
10
To Malmö Airport
J
E6
EXAMPLES OF SHOPPING CENTRES AND RETAIL PARKS
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: ¤255 m (SEK 2.4 bn)
50
2
Mobilia
This is one of Malmö’s most comprehensive
and accessible shopping centres. With 115
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: ¤154 m
(SEK 1,400 m) GLA: 60,000 sq m No of stores: 115
3
Triangeln
The most central shopping centre in Malmö
city, opened in 1989 was rebuilt and expanded
from 15,000 square metres to 35,000 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.
Owner: Vasakronan, Turnover: ¤99 m (SEK 900 m)
GLA: 35,000 sq m
No of stores: approximatly 150
Malmö overview
Photo: Martin Olsson
Malmö city is
really evolving with
Triangeln shopping
centre refurbished
and now finished,
St Johannes square
is in full swing with
open-air restaurants
and public transport
and there are several
exciting new concepts
planned for the city
shortly.
– Vasakronan
Property owner, Triangeln
4
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.
Owner: Areim Fond II Turnover: ¤57 m (SEK 520 m)
5
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
Lljoyd, Colmar, Victorinox and Hackett.
The great mix of restaurants includes top
Swedish chef Melker Andersson’s restaurant
Köttbaren. Another great concept is the
Bianchi Café & Cycles, combining top Italian
bikes with Italian food.
Owner: Profi Fastighetsförvaltning AB
Turnover: estd. ¤55 m (SEK 500 m)
GLA: 16,000 sq mNo of stores: 60–70
6
Entré
Just as its name implies, Entré is located at
the entrance facing Malmö, more specifically
to the north. This new development from
2009 has 55,000 sq m of retail space and
1,000 parking spots in two underground
garages. Retailers include H&M, Kicks, Deichmann, Systembolaget, O’Learys Sportsbar,
SATS and the German fashion chain New
Yorker, as well as bowling, restaurants and a
cinema. Entré is going through a major reconstruction which will be finished in 2016.
Owner: Commerz Real, Turnover: N/A
GLA: N/A, No of stores: N/A
7
Burlöv Center
Located in Arlöv in the northeastern corner of
Malmö, this shopping centre covers 34,000
sq m of retail space. Among the 70 shops can
be found Cubus, Din Sko, Gina Tricot, McDonald’s, Rusta, Phone House, Stadium, Triumph,
H&M, Ecco and Plantagen.
Owner: Grosvenor Turnover: N/A
8
Kronprinsen
Kronprinsen shopping centre is located in the
skyscraper Kronprinsen, which is Sweden’s 5th
highest building and Malmö’s second, after
Turning Torso. Kronprinsen is located next to
Malmö city centre and offers approximately 35
shops such as Lindex, Kronprinsen Bowling &
Restaurang, Hemköp and Systembolaget.
Owner: Akelius Residential Property Turnover: N/A
GLA: N/A No of stores: 35
9
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. The shopping
centre opened 1962 and went through a large
renovation in 2003.
Owner: Vencom Property Parners
Turnover: ¤88 m (SEK 800 m) GLA: 26,000 sq m
No of stores: 40
10
Svågertorp
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.
11
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, for a total of almost
26,000 sq m. Its 70 shops centre on fashion
and include Esprit, H&M, Jack&Jones, Dressmann and Vero Moda.
Owner: Unibail Rodamco Turnover: ¤110 m
(SEK 1,0 bn) GLA: 26,000 sq m
No of stores: Approximately 75
12
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. Some 60 new
stores opened in 2011 and 2012, expanding the
already large variety of the best Scandinavian
designs. Among the new collection are 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. Owner: Diligentia, Turnover: ¤231 m (SEK 2.1 bn)
GLA: 56,000 sq m, No of stores: 180
13
Galleria Boulevard
Right in the centre of Kristianstad, a modern,
convenient urban shopping centre is taking
shape, which will offer an attractive range of
goods and services for residents in southern
Sweden. Galleria Boulevard will form the hub
of Kristianstad’s shopping quarter in the city
centre, where residents in southern Sweden
and visitors perceive the shopping centre as
the natural meeting place for shopping, socialising and entertainment. The shopping centre
will be built and opened in three stages. The
first stage, opened in October 2013, includes a
five-storey car park and 9,000 sq m of retail
area, around half of which comprises daily
essentials. The number of shops in this stage
totals 17 including a cinema. Stage two, covering around 14,300 sq m, will open in March
2015. The additional number of shops for this
stage is approximately 35, including restaurants and cafés and one cinema with a total
GLA of 28,000 sq m.
Owner: Steen & Ström Turnover: ¤4.5 m (SEK 41.3 m)
51
CITY
AREAS
MALMÖ
Malm
Tr
ö SE –
a ve m
ünde
G erm
a ny
Hamnen
2
Västra hamnen
Turning Torso
Comfor t
Salt & Brygga
Hotell M
almö
J T
Park Inn
Radisson Malmö
Occo
Malmö Live
Elite Hotell Savoy
Årstiderna
Scandic Kramer
La Roche
Renaissance
Malmö
Ribersborgs kallbadhus
ers
Vollm
The Öresund
Bridge
Lemongrass
Radison Blue
Bastard
Hotell Mäster Johan
Gamla Väster
1
Clarion Collection
Hotel Temperance
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
3
Möllevången
Karib Creol
Pildammsparken
6
Limhamn
J Commuter trains
T Metro
Ferry
Restaurant
Hotel
Culture
Landmark
7
52
Hyllie
Malmö Arena Hotel
Malmö overview
#1
Photo: Skane.com © Leif Johansson
During 2013, Malmö’s retail
market showed the strongest
development of all Swedish cities.
Retail sales throughout the region
increased by roughly ¤130 m, (SEK
1.2 bn) 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 lan
guages are spoken.
3
4 Davidshall
Davidshall is a neighbourhood in Malmö city centre
with architecture from the early 1900s. Davidshall
storg is surrounded by a mix of nice restaurants and
trendy shops.
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 Limhamn
Limhamn is the beautiful old fishing village at the
western end of Malmö. Before 1915, Limhamn was a
town of its own but today it is part of Malmö city.
7 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 cen
tre, has become a prime location for international HQ
establishment.
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.”
Malmö offers the
same proximity
to the rest of
Scandinavia as
Copenhagen, but is
‘a thousand times
more affordable’.
– Emelie Borg, CEO, Walraven
53
T
J
Malmö overview
1 Malmö Central Station
KEY
SHOPPING
STREETS
MALMÖ CITY CENTRE
Occo
Östergatan
ive
Elite Hotell Savoy
ek ts
Nilson
ga t a
n
tan
Djäknegatan
l sg
ata
ata
n
n
re
g
nin
sg
ata
n
Konserthuset
n
Le
de
r
bu
sg
ata
n
Kasinogatan
rkom
panie
t
atan
Natu
Ecco
an
.
d sga t
ga t
r s sg
gatan
alls
Fö r s t a
idsh
Gant
Bolags
S ö d ra
D av
TG R
Jerns/
nilson
an
Råd
ma
Miloil
n sg
ijouga
St Johannesgatan
J T
tan
G rand
Friisg
a
tan
ga t a
or gs
Monb
n
7 Möllevångstorget
s
ingb
en
lén
Hels
vä g
Åh
n
ms
Triangeln
an
an
atan
ata
am
Spångat
Scandic Triangeln
Klosterg
k ga t
g sg
Fö
Quality Hotell Konserthuset
Magistratsparken
M un
54
n
Ku
ata
S. Långgatan
n ke
n
i ra
Benet ton
Body Shop
Lush
en A
Pild
Malmö Opera
svä g e
tan
H& M
Björn Borg
tern
Victoriatea
Boomerang
Vagabond
an
n
Jörg
Rönngatan
ra R ö n n e h o
Ö st
lm
Teaterparken
r
6 Davidshallstorg
ata
Holmg
ga
na g
Tjallamalla
Klippstudion
Popolino
B.A .R
gs
Monki
Filippa K
Lug
Kärleks gat
w
n
Ku
tan
Liebling
sga
Anceschi
an
iSolid
Yves Rosche
Vintage
tan
Love Street
Gry
lbe
g
Da h
ga
rgs
Kockumsgatan
Fersens vä
an
r sga t
Mrs
Brown
G Star Ra
ga t
te n
Dro
ng
t tni
Am
ga
tadsgatan
Diesel
Storgatan
n
K ap
søe
yg a t a
Södra Förs
Samsøe & Sam
Ljunggren
Meloa
Shoes
et
5
Diesel
Hansa
rtorg
ay
atan
ll
Va
Södra
n
rgsg.
igne
Solo
berg
J. Lind
MQ
Monki
rs väg
t sga t a
u
J Commuter trains
T Metro
Restaurant
Hotel
Culture
Des
Mar ty
Tullg
oa
N oa N ry
en
John H
Weekd
g
Torg
S ö d ra
tan
Gamla Kyrkogården
Hamb
Lilla N
Atmosfär
E rik
Stadt
an
atan
elbr
A
r sga t
an
to r g sg
E ng
G ustav
Malm
Generalsg.
H
N yg
atan
&M
org
dolfs T
Levis
é
S t o ra
Rizzo
Bitte Kai Rand
Balza
at
Bergsgatan
.
N
ve l
orrga
Epicuré
en
Re g e m
Bahn
Tiger of Sweden
Intersport
Lindex
Filippa K
Per Weijersgatan
t sga
Osca
Nilson
Scorett
Åhléns
r ga t a n
B org g
ra r g
Lemongrass
Baltza
atan
rupsg
iiS a
ie fa
Clarion Collection Hotel
Temperance
S lot
Kung
kareg
as
Thom
Sabo
A B CD
ind
n
Agnesgata
Hope
Whyd
red
hel
+
Nr 19
i
r
Masa ne Birge
ale
By M e
Lacost
G ert
Peak
Preformance
TGR
Zara
Mulberry
Eton
S nappe
ng
g.
3 S
ko m a
Kalendergatan
La Roche
ers
on &
Olss
Granit
Attli
årds
2
Boolia .com
Efva
Vollm
tan
Kompanig.
Södergatan
O st
tan
Grynbodga
an
ls
o dga
Kv. Caroli
4 Lilla Torg
Renaissance
Malmö
an
ga t
lg
Tege
lsg.
Hospita
n ga t
g.
s Fi
Själb
an
rds
Jön
Stortorget
sga t
Hotell Mäster
Johan
tan
l sg .
Kyrkogatan
Radison Blu
ohan
ard
sga
g
Hyr e
atan
g gå
i
ob N
eg.
Lån
Jak
ga r
Scandic Kramer
te r J
Bast
der
sla
Re p
n
Mäs
brö
te
n
Årstiderna
G rå
Vä s
an
r ga t
ata
Ham
N
llg
Va
a
orr
ata
Adelg
Sm
Fön ycken
stre
t å & Sån
Form t gård t
/De en
si
Ce n g n
ter
Nespr
Marim esso
ekko
Iiittal
a
öL
Kattsundsgatan
lm
Ma
Malmö overview
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 sta
tion with 45,000 travellers passing through the sta
tion each day. Since the Citytunnel opened in 2010 the
station has gone through a major renovation, combin
ing 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.
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
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.
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 & Sam
soe, Levis, Boomerang, Filippa K and Bennetton.
5
Södergatan
This is one of the city’s oldest streets, with a rich tap
estry 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, entertain
ment, beauty and children.
2
3 Baltzargatan/Skomakargatan
Baltzargatan and Skomakargatan make up one of
Malmö’s most exclusive shopping streets. In the inter
section where Baltzargatan meets Södergatan and
changes into Skomakargatan, shoppers find high-end
boutiques such as Marlene Birger, Lacoste, Efva
Attling, Ittala, Hope and Whyred. Some brands are
only availabe 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.
Davidshall
Over the last few years, many new restaurants, cafés
and shops have popped up in the area around David
shalls 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 Tjal
lamalla, Popolino, Gry, Anceschi or Liebling.
6
Möllevångstorget
These are Malmö’s most colourful neighborhoods
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 vir
tually the whole world represented here! Close to
Möllevångstorget is also Malmö Chokladfabrik/Choc
olate factory and Malmö Chocolate Museum.
7
55
Introduction
...in 2014, Malmö won two
important prizes at MIPIM, one of the
world’s largest real estate fairs – Emporia
for Best Shopping Centre and Max IV
for Best Futura Project
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.
56
Malmö overview
UNDER
DEVELOPMENT
IN THE MALMÖ REGION
C4 Shopping
C4 Shopping is a huge new development near the E22
motorway in the city of Kristianstad, only 45 minutes’
drive from Malmö. It will offer 2,400 parking spaces
and 80 retail shops with fashion, sports and leisure, as
well as daily goods. The name comes from Danish
king Christian IV, who founded the city in 1614.
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 pro
grammes 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.
Lundgaard & Tranberg Arkitekter A/S
Glasvasen
This modern office building with striking architecture
near the Central Station will house a limited selection
of prime retail space.
Glasvasen
Ågrenkonsult Sverige AB
Malmö Live
A hotel, a congress centre and a concert hall, together
with new apartment buildings and offices are being
constructed just a few blocks from Malmö Central
Station. The first parts of Malmö Live will be complet
ed in 2015. The mixture between apartments, offices
and entertainment will result in a warm and vibrant
atmosphere full of life. In the area around Malmö Live
new unique retail opportunities are being built in the
next few years.
Illustation: Jernhusen AB
Illustration: Schmidt Hammer Lassen Architects
Malmö Live
Culture Casbah
C4 Shopping
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
58
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 organiations 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. Interna
tional companies can get free advice,
tailored information, establishment sup
port and network contacts, when con
sidering Sweden for expansion.
www.business-sweden.se
business sweden
stockholm city centre partnership
(City i Samverkan) is a non-profit
organisation working with projects in
the centre of Stockholm. The goal is a
more attractive city centre. Our projects
aim to develop places and functions in the
city centre in cooperation with the local
authorities, property owners and retailers.
www.cityisamverkan.se
stockholm business region
is the official investment
promotion agency of the City of
Stockholm. We work with marketing
and development of the entire Stock
holm 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 compa
nies in developing their international
business. www.investinskane.se
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 estab
lish business in the Gothenburg region.
www.businessregion.se
INDUSTRY ORGANISATIONS
svensk handel (Swedish
Trade Federa
tion) 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 serv
ing the entire trade and commerce sector.
www.svenskhandel.se
stockholm property association
Based in the heart of Sweden’s thriving
capital, the Stockholm Property Associ
ation represents and serves over 5,000
members in the commercial and resi
dential real estate industry.
www.fastighetsagarna.se/stockholm
is the leading listed
real estate company in Europe and the
third-largest in the world. In Sweden the
portfolio includes the Mall of Scandina
via project, Täby Centrum, Nacka
Forum and Solna Centrum.
www.unibail-rodamco.com
unibail rodamco
PROPERTY OWNERS
d
evelopment
hufvudstaden provides office and retail
ing premises in prime locations in Stock
holm and Gothenburg. Owns properties
in retail areas such as the luxury district
Bibliotekstan and the prominent depart
ment store NK. The company was
founded in 1915 and owns 30 properties.
www.hufvudstaden.se
aberdeen asset management is a
global asset management group, which
invests and manages some SEK 250 bil
lion of assets in Europe, Asia and North
America through property funds and
separate account mandates. 480 pro
fessionals are located in 11 European
countries, Philadelphia and Singapore.
In Sweden, Aberdeen manages property
assets of some SEK 33 billion.
www.aberdeen-asset.se
is one of Sweden’s
largest property investment and devel
opment 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
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 envi
ronments which are sustainable and
attractive in the longer term.
www.atriumljungberg.se
is a leading owner, manager
and developer of urban grocery-an
chored shopping centres in the Nordic
and Baltic regions, with assets under
management totalling approximately
¤3.3 billion and a market cap of approx
imately ¤1.6 billion. Listed on the
Helsinki stock exchange.
www.citycon.se
citycon
vasakronan is the leading commercial
property company in Sweden. Our strate
gy is to focus on retail premises and cen
trally 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 retail
more profitable for both tenants and
landlords. We offer Tenant representa
tion, Site Acquisition & Disposal, Agen
cy, Valuation & Advisory, Contract man
agement and Property Development.
www.gate46.se
optimal progress is specialised in
commercial properties and offers ser
vices to property owners. Our areas of
expertise span market analysis, retail
insight as well as development, leasing
and management of all types of retail
locations – from urban districts to big
box solutions.
www.optimalprogress.se
59
Introduction
Published in October 2014 by
Business Sweden
Stockholm Business Region Development
Stockholm City Center Partnership
Business Region Göteborg
Invest in Skåne
60