British brands will be arriving in Gothenburg, Sweden on 15 February to appear at the FÖMO Pop-Up Store in Molndals Galleria and the Department for International Trade at the British Embassy in Stockholm.
The 20 selected brands for the limited-edition concept called British Island will highlight companies and products focusing on sustainability and wellbeing.
The selected product ranges from the brands will be available exclusively at the FÖMO Store between 15th of February and 31st of March 2019.
The brands offer products in categories ranging from fashion and beauty to accessories and giftware.
The limited edition British Island marks the first entry to the Swedish market for the 20 brands, which have been carefully selected and curated by the micro-department format store - FÖMO and the British Embassy. On February 28th, there will be a ‘Meet The Buyer’ event where representatives from the 20 brands will come to Gothenburg to meet with Swedish buyers, agents and distributors.
“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.
The featured brands are Fat Face (the well-known fashion chain), plus Christianah Jones (eyewear), NKD Life (environmentally friendly water bottle with innovative filter), Kapdaa (notebooks), EliRose (skincare), Urban Veda (skincare), Winser London (fashion), Lana Siberie (handmade fashion, art, accessories), A.Andreassen (handmade slippers, natural fabrics), Memoize London (niche fragrances), Sarah Straussberg Jewellery (handmade jewellery), Closet London (fashion), Dotty Dungarees (children’s fashion), I Love Lowie (fashion), Merc London (menswear), Dear Curves (fashion), Miss Pompom (fashion and accessories), 001 Skincare London (skincare), Leather + Cotton London (footwear), and ROKA London (accessories).
"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," said Ilona Taillade, CEO and co-founder of the FÖMO concept. “It’s great to be able to support brands that are so forward-thinking when it comes to sustainability and wellbeing.”
RPA Perspective British Island at FÖMO is part of the British GREAT marketing campaign and aims to highlight British excellence in sustainability, fashion and design.
Pop-up department store’ FOMO - which stands for Fear of Missing Out – launch formally in October in Molndal Galleria, a new 65-unit shopping centre in Gothenburg, Sweden. The store will trade for one year and stocks products from a wide range of categories, with a focus on brands that are not widely available in Sweden.
Products change frequently through the year to ensure customers always see something new. Frequent events will drive new kinds of customer experience.
It will also seek to ease entry into the Swedish market for a variety of international brands, offering a Retail as a Service (RAAS) function to test products with a Swedish market – brands can book a space in-store via the We Are Pop Up website.
“The FOMO concept can be considered the WeWork of retail. It will offer convenience and a wow factor by providing limited editions and retail as a service,” said Taillade of the launch.
