Whyred changes address in Bibliotekstan

By on April 4, 2018

In April 2018, Whyred opens a new store on Smålandsgatan 20 in Bibliotekstan. The more than 250 sqm store will offer the Swedish brand’s full range of fashion for men and women. Whyred’s new store strengthens Bibliotekstan and Norrmalmstorg as the destination for Sweden’s brightest shiny brands in fashion.

Whyred is a Swedish brand founded in Stockholm in 1999. The brand is characterized by useful garments with a modern touch, such as their signature Parka, which returns in all collections year after year. Whyred’s new store, in addition to the brand’s latest men’s and women’s collections, will also include accessories, shoes and denim along with creative collaborations in arts, music and food & beverage.

– The idea of the store is to integrate the WHYRED brand with various pop-up collaborations that create a live meeting place for our customers. In addition to art and artwork, we will also offer a pop-up area for both new and established Scandinavian brands. We will also introduce a new take-away concept with wholesome food, juices and smoothies, said Claes Ströby CEO Whyred.

The establishment of Whyred’s new store is another part of Hufvudstad’s strategy to develop Bibliotekstan to Scandinavia’s premier shopping destination.

– Whyred’s new store initiative with exciting creative partnerships and fashion for women and men helps to further strengthen Librarian as Stockholm’s obvious meeting place, with the best in Swedish and international fashion, together with live restaurants and cafes, says Emanuel Westin, Head of Business Development Store Stockholm, Hufvudstaden.

Bibliotekstan is Stockholm’s obvious meeting place with the best in international and Swedish fashion, together with restaurants and cafés gathered in an inspiring environment.

Helena Olofsson, Fashion & Beauty | Stockholm