Two Swedish brands have joined forces. Fashion brands Filippa K and Oscar Jacobson share a store in Malmö, Sweden. With this collaboration, the brands want to create a ‘stronger and more inspiring customer experience’, according to a statement.
Both brands have been part of the Scandinavia Heritage Group since May 2025. “This opening marks an exciting new chapter for Oscar Jacobson and Filippa K. It reflects a shared commitment to evolving the high-quality shopping experience without compromising each brand’s own identity,” said Richard Woodbridge, Chief Executive Officer (CEO) of Scandinavian Heritage.
The store is approximately 400 square meters in size and brings together Oscar Jacobson’s men’s fashion and Filippa K’s women’s fashion. Framed by a gray floor and a black ceiling, various wooden elements throughout the store give the ambience a warmer atmosphere.
It is not the first time that a fashion group has merged two brands from its portfolio. Kontoor Brands brought the denim brands Lee and Wrangler together in a joint store in 2023.
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