Icaniwill steps out of the digital world and opens a store in the heart of Helsinki on Saturday.
The Aleksanterinkatu store is the brand’s first own store in the entire world. Minna Nord
The iconic sportswear brand Icaniwill, or ICIW, will open its world’s first store in Finland, on Aleksanterinkatu in Helsinki, on Saturday.
The Swedish clothing brand is one of the fastest growing players in the industry in Northern Europe. Opening the Helsinki store is part of the brand’s growth strategy.
The reason why the first brick-and-mortar store is opening in Finland is clear.
– The Finns are our biggest buyer base and they have shown commitment to the brand. The Kivijalka store gives us the opportunity to meet customers in person and strengthens our position in one of the most important Nordic markets, says ICIW’s Head of Expansion Ebba Lange For Iltalehti.
– We also had to get out of our digital bubble in order to grow, said the vice president of ICIW Erik Björk.
Leggings and sports tops are the sports brand’s most purchased products. Minna Nord
Leggings and sports tops for yoga, running and leisure are the products that Finns buy the most from the brand.
The Helsinki store will also sell exclusive products that cannot be bought elsewhere. The first products that are only available in the store are leggings with two different tops to choose from.
– We chose the color of the set so that we believe it will appeal to Finnish customers, says Ebba Lange about the products.
The color is pink.