British brands pop up in Gothenburg

20 British brands, including clothing retailer FatFace and eyewear brand Christianah Jones, will pop up at Mölndal Galleria shopping centre in Gothenburg, Sweden as part of a new initiative.

A dedicated ‘British Island’ pop-up is opening at Fömo concept store on 15 February with products from 20 UK brands selected by Fömo and the Department for International Trade at the British Embassy in Stockholm.

The pop-up will give brands the opportunity to test the Swedish market by offering their products, from fashion and beauty to accessories and giftware, in a new retail environment. Additionally, a Meet The Buyer event will be held in store on 28 February to provide a networking opportunity for UK brands and Swedish buyers, agents and distributors.

The brands, all selected for their focus on sustainability and wellbeing, include skincare firm EliRose, fashion brand Winser London, fragrance specialist Memoize London, jewellery label Sarah Straussberg Jewellery and footwear company Leather + Cotton London.

“Through British Island we are offering these brands a unique opportunity to showcase their products to Swedish consumers, as well as industry contacts. We see an increased demand in sustainable products in the Swedish retail market, and the Brits are at the forefront of this development,” said Lisen Stenberg, working with export promotion at the Department for International Trade at the British Embassy.

"Fömo Store is a physical lifestyle magazine which is designed as a gateway for international brands to enter a new market easily, with low risk and cost,” added Ilona Taillade, CEO and co-founder of Fömo.

The British Island concept will be held at Fömo from 15 February until 31 March.

British brands pop up in Gothenburg

See also