Kappahl launched the brand Kay/day in October 2019, and the products are made from materials such as linen and wool, focusing on garments for rest, exercise and everyday life.
When it comes to sales in its own channels, Kay/day does not have its own website or e-commerce, but is sold exclusively via Kappahl.com. But online, Kay/day has been unleashed via the fashion platform Zalando, where the products are sold under Kay/day, i.e. separated from the parent company's brand.
And now Kay/day will also come to life in physical retail with the establishment in Västermalmsgallerian.
Kay/day has always been about feeling – a lifestyle rather than just fashion. With our first store, we are creating a physical place where we can convey that feeling and give our customers a clear Kay/day experience, where harmony, warmth and timeless style are at the center, says Caroline Ahlberg, Assortment and Marketing Manager at Kappahl.
The new location is designed to showcase the entire range from the brand in one place.
With the opening of our first Kay/day store, we look forward to offering both new and existing customers a holistic experience where lifestyle and brand feeling meet in an inspiring and accessible way, says Gabrielle Grennard, designer for Kay/day.
Establishment in the Capital
The launch of a standalone store is part of the clothing group's work to build and differentiate its internal brands from the parent company. The choice of location fell on Västermalmsgallerian due to the desire to reach a target group seeking Scandinavian design with a focus on comfort. The shopping center in central Stockholm is now preparing to welcome the new concept at the end of April.
We are very pleased to welcome Kay/day and their first own store to Västermalmsgallerian. It is a strong and quality-driven brand that we are confident will appeal to our visitors, says Tobias Edberg, center manager of Västermalmsgallerian.