Exciting but not a coincidence that the American Life style brand, Club Monaco, chooses Sweden to open its first stand alone store in Europe.

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Exciting but not a coincidence that the American Life style brand, Club Monaco, chooses Sweden to open its first stand alone store in Europe.

On the 18th of September, Innesco attended the opening of Club Monaco’s first standalone store in Europe at MOOD Stockholm. Hosted by Caroline Belhumeur, Head of Women’s design at Club Monaco, the shop was crowded with people buzzing with excitement over another Ralph Lauren brand opening its doors at the new fashion destination in the financial district of the Swedish capital.

The American lifestyle brand Club Monaco, described its offer as distinctly urban, with a quintessentially New York casual point of view on style.  This approach to leisure fashion is very new to the European market.  Only last year the Ralph Lauren Group started its introduction of the brand across Europe making the brand available in key locations such as London’s iconic Browns store and Galeries Lafayette in Paris.  In 2012 the expansion continued across Europe. It is exciting that this high profile brand everyone is talking about is choosing to open its first standalone store in Stockholm, a choice that is certainly not a coincidence.

Sweden and Stockholm in particular has gone against the general trend of financial slowdown that we have seen in many other countries across Europe and further afield. Instead Sweden has showcased one of the strongest GDP growths in the Eurozone a trend that is set to continue and will give consumers confidence to spend. In fact Sweden and Scandinavia have been seen by many investors during the European crises as a ‘safe haven’.

A sound economic performance, along with Stockholm’s very affluent, fashion savvy catchment and rapidly expanding population makes the capital very attractive for any international retailer wanting to enter the Scandinavian market.  Also for retailers such as Club Monaco entering a new continent, with the challenges that may bring, Sweden stands out as an attractive option when Europe is faced with a lot of  uncertainty.

A great evening and a sound choice from a great retail brand.

Sara Henriksson, Account Manager

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