Bershka, the Zara -strongest brand of the Spanish fashion group Inditex, opens up a new market with Sweden. In the Northern European country, the young fashion chain of the Spanish company has now started operating and opened its first branch in the capital Stockholm.
It took 40 days to implement one of the key initiatives for growth and expansion that was planned by Inditex for this year. Óscar García Maceiras, the Chief Executive Officer (CEO) of the Group, announced on March 12 that Bershka’s expansion to Sweden was one of the most important strategic steps this year. This week, Bershka announced the opening of the first branch in the Scandinavian country.
The first Bershka branch in Sweden is located in Solna, a municipality in the greater Stockholm area. In the Westfield Mall of Scandinavia shopping center, it is door on door with the National Arena, the venue of the Swedish national soccer team, in which numerous concerts and major events also take place. The shopping center is located in a strategically favorable location in the greater area of the Swedish capital. In the Westfield Mall of Scandinavia, the young fashion chain competes with a variety of other well-known brands, including Calvin Klein, G-Star Raw, Gant, Hugo, Intimissimi, Jack & Jones, JD Sports, Levi’s, Mango, Michael Kors and Nike.
The strong presence of the Swedish textile group Hennes & Mauritz in the shopping center is worth mentioning. He is represented there with his main brand H&M, the concepts H&M Beauty and H&M Home as well as the chain & other stories. The Spanish group of Inditex is also well represented there with branches of Massimo Dutti, Pull & Bear and Zara. The first Bershka branch in the country is now added to these shops.
All three collection lines from Bershka are offered in the new store
The first Bershka branch in Sweden has a sales area of 640 square meters on the first floor of the shopping center in Solna. All three collection lines of the young fashion brand are offered there: In addition to the collections for women and men, she also has the BSK line, which is aimed at young girls.
The design of the business is determined by a large monolithic plate that seems to float over the sales room. This design is intended to draw the attention of customers from the entrance to the rear part of the business.
The different fashion offers of the chain are presented in different areas that are highlighted by the furnishings. The transitions between the individual zones mark projections from different materials such as wood, ceramic, stone and concrete. They also serve as visual orientation points in the business.
In the back of the shop is the cash register and changing area. The brand’s cosmetic range is presented next to the free -standing cash island. A dynamic wall made of screens forms the background and hides the changing area.
“The concept of the business aims to standardize the space through a continuous ceiling that stands out from the walls and conveys a feeling of lightness,” said Bershka in a message. The view is “drawn to the important points of the business”, which are highlighted by “selective color duck” and accents in furniture in order to “understand the change of collections”. The facade shape vertical stone lamellae, while a horizontal level is created by the ceiling and the lighting of the business, which should move the customers to enter the business and go through to the end.
In 2025, Inditex plans to expand into numerous new markets with its brands
With the opening in Solna, the Bershka mother Group Inditex has taken an important step into its growth strategy for the 2025 financial year. In addition to the market entry of Bershka in Sweden, the first expansion of the young fashion chain to Denmark is also planned for this year. The “Premium brand” Massimo Dutti is also to celebrate its premiere in Denmark this year.
Inditex’s expansion strategy for 2025 also provides for Stradivarius in Austria as well as Oysho in the Netherlands and in Germany. In addition, all important brands of the Spanish group should expand into Iraq. The market entry there will be Inditex with the opening of the first branches in the Iraq Mall shopping center in Baghdad.
This article was used with digital tools translated.
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