Mar 2, 2016
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Sandqvist opens first London store

Mar 2, 2016

Sandqvist, the Swedish accessories brand founded in 2004 and known for its simple, classic rucksacks and bags, is opening a store on Berwick Street in London's Soho neighbourhood on April 14.

Photo: Sandqvist's store in Södermalm, Stockholm

It will be the label's first flagship store located outside of Sweden, where it has two stores in Stockholm and one in Gothenburg. The opening is part of Sandqvist's long-term business strategy to open flagship stores in major cities.

"We have been looking for the right location for around 18 months and when we finally found the unit on Berwick Street it felt perfect. There’s a special vibe in Soho and especially on Berwick Street with all the nice neighbours such as Universal Works, Oliver Spencer and Nudie Jeans to mention a few,” said Anton Sandqvist, Founder.

The London flagship will be located on 79 Berwick Street and measure 920 sqft. The interior was designed by Fredrik Nilsby from Dawn of Ideas, who has also designed the remaining Sandqvist stores in Sweden. It features fir ply, milled and painted paneling, galvanized steel framework, concrete floors and marble table surfaces.

“We are really looking forward to opening our first store outside Sweden, which is a part of our business strategy to have flag-ship stores in major cities where we see growth potential. London is first out and a great city to tell our story and show our products,” said Caroline Andersson, CEO.

The new store will sell Sandqvist's first complete women's collection, which is set to be introduced in August, as well as the brand's first vegan ‘Lightweight’ collection. This collection moves away from Sandqvist's signature theme of outdoor living and nature. Instead, it targets younger buyers with simplistic bags in light, strong and water repellent ripstop polyester.

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