LONDON — Stylein, the Swedish fashion brand with a flair for Scandinavian minimalism, isn’t sweating the apparel market slowdown.
According to Elin Alemdar, the brand’s founder and CEO, buzzing business has led Stylein to open a flagship in Stockholm‘s Bibliotekstan, located at Mäster Samuelsgatan 6.
“I was drawn to the word cocoon, and I want to convey a vision of creating an inner sanctuary at the heart of Stylein — much like a cocoon — with this boutique. It feels incredibly inspiring that the final result truly reflects that energy,” said Alemdar.
“The stripped-back, Scandinavian warmth is central and meets a modern international pulse in the architecture, where every detail is carefully chosen to reflect Stylein’s aesthetic values,” she added.
Elin Alemdar with Ulrika Fohgelberg Nordén
Courtesy of Stylein
The space was codesigned by Thibaut Allgayer Design Office and Swedish interior design studio Tomai Nordgren Agency.
The sleek space features curved cedar wood walls and gleaming steel accents.
“We’re excited to be a part of the new store concept in Stockholm, continuing to connect Stylein with the world. We wanted to create a space that is both modern and inviting, a combination of soft and hard, round and playful,” said Nordgren and Allgayer in a joint statement.
Inside Stylein’s flagship.
Courtesy of Stylein
Stylein’s minimalism has been proving to be a hit.
Alemdar said the brand has doubled its sales in the last four years and sold approximately $6.5 million in product last year.
The brand’s business is equally split between direct-to-consumer and wholesalers, and Stylein is focused on strengthening its physical presence at home and abroad amid strong growth.
“We have been building a very strong foundation at our home market and now we are entering the next level on our journey with an intentional expansion,” said Alemdar. “Retailers are playing a very important role since we see them as an entry point for us into new markets, whilst also focusing on growing our own online business at the same time.”
This year, Stylein is set to launch at international retailers including Harrods, Liberty, and Selfridges in London; KaDeWe in Berlin; The Hyundai in Korea, and Harvey Nichols in Dubai.
