The beauty chain Lyko continues its physical expansion. On Black Friday, November 27th, the company will open a new store at Köpmangatan 18 in central Örebro. The premises measure over 200 square meters and will move into Vero Moda's former premises, next door to Normal.
Aims for 100 stores
This establishment is the chain's 37th store in order. It is also the first time Lyko has chosen to open a second store in the same regional city, as the company is already represented in Marieberg shopping center. Ehandel.se has previously reported on the beauty giant's offline store expansion.
Lyko continues to see strong potential in physical retail, explains CEO and founder Rickard Lyko:
We are seeing a great demand for more Lyko in physical form and have a clear ambition to continue growing towards 100 stores over time. Our latest opening in Kalmar broke all previous opening records. When the right locations appear, we want to be able to act, and now we have the right conditions to open in the middle of Örebro.
New city concept rolled out
In connection with the opening in Örebro, the company is launching a completely new format: Lyko Store. It is a more compressed version of the larger FAB Store concept, which recently opened on 500 square meters in Kalmar. According to the company, the new city format should serve as a template for future investments in city centers.
Markus Axelsson, Head of Store Expansion at Lyko, sees the establishment as an important strategic step:
The store's location is fully in line with our expansive establishment plan for the coming years. This is the first time we are opening a second store in a regional city, this is the first step towards continued similar establishments in other cities. The new store is being built according to our new store concept Lyko Store, which is developed for city locations and is a more compressed version of our larger FAB Store concept. The idea is to create an inspiring beauty destination even when the area is smaller and the concept will serve as a template for future city establishments.
According to Erica Wredberg, Director of Stores at Lyko, Örebro city center has been on the radar for a long time and the recruitment of store staff has already begun in preparation for the opening on Black Friday.