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If you've read the interview with CEO and Creative Director, Kristina Lindhe about sustainability, you know we promised two more on digitalization and the future of brick and mortars. This is us delivering on that promise.
Kristina on the Future of Stores
I also think the stores will increasingly function as communities for customers. Our stores offer things our customers like, and things they want to associate themselves with. Customers who come to the stores are to a large extent fans of the brand. Therefore, I believe that brand stores will increase in importance in overtime. Offering service and a sense of belonging in some way are what’s unique for physical stores. Therefore, I believe that for stores like ours, it’s important to offer other things than what is directly linked to our brand. The stores will offer experiences and products that have some form of synergy with the brand without turning them into multi-brand stores.
Shop Sustainable Looks: