Ströms Woman - A New Luxury Destination for the Modern Woman
Ströms Man & Woman is embarking on a new chapter with the launch of Ströms Woman, an expanded space exclusively dedicated to women, on the upper floor of its iconic store at Kungsgatan and Sveavägen. A long-standing fixture in Stockholm’s Centrumhuset since 1939, Ströms is increasing its women’s fashion floor area by over 50%. The renovation of the upper level in this landmark building has created a distinctive and inviting destination for women’s style in the city.
CEO Torbjörn Rusck noted that the expansion was inspired by a desire to offer customers in Stockholm an “elevated shopping experience, one that combines a warm and welcoming atmosphere with a premium, international touch”. He emphasises that the new space “builds on our 120-year heritage of quality and service, while introducing a modern expression tailored for today’s women.”
The store’s design highlights quality and craftsmanship, with every item and piece of furniture custom-made for Ströms. All furnishings are handmade in Sweden, underscoring a strong commitment to authenticity and attention to detail. Art plays a central role in the store’s interior design, including Lukas Göthman’s painting “I Like Your Fire”, which invites visitors to form their own reflections and interpretations. Rusck summarised the overall feeling by saying: “We want to create a place that feels curated and effortless”, adding that “every detail in the interior is chosen to reflect the same care we show our customers.”
Ströms Woman is designed to be a complete destination for the modern woman. It offers a complete wardrobe, from everyday and business to party attire. The assortment combines Swedish and international design brands such as Marni, Tory Burch, Boss, by Malene Birger, Malina and MaxMara, along with their own collection, Ströms Woman.
Rusck describes the modern Ströms Woman customer as a “businesswoman in her best years, confident in her style, whether she’s at work, out in the evening, or dressed casually”. He added that the store is designed to be a “three-generation store,” believing that the right products can connect with women across generations.
The new floor features a “city living room” on the entresol level, offering a quiet contrast to the busy intersection outside. This space includes lounge groups and an exclusive Chambre Séparée, hidden behind a sliding door, which offers undisturbed personal styling. On enhancing the shopping experience, Rusck said: “We want our customers to feel relaxed, and it’s just as important that their friends or partners feel comfortable too. A personal shopping experience takes time, and selecting pieces to enhance a wardrobe should feel inspiring and enjoyable. Our goal is for the experience to be as rewarding for the customer as it is pleasant for her company.”
