The online store Pen Store, which sells over 17,000 products within pens and art supplies online in several European countries, is now expanding its physical presence. In early December, the company will open the doors to a new premium concept at the NK department store in Stockholm under the name NK Arts & Writing.
This establishment will be Pen Store's second physical store in the capital, alongside the original store on Hornsgatan which has been around since its start in 2010.
We have long seen an opportunity to elevate creativity and writing in a more inspiring and premium-adapted environment. NK Arts & Writing is a way for us to bring Pen Store's world to a new context, says Jacob Bergström, CEO of Pen Store.
Combines Montblanc and playful assortment
The new department is divided into two linked areas. One part revolves around the fine writing segment with a focus on exclusive pens, including a dedicated area for the Montblanc brand. The other part focuses on art supplies and houses a bright yellow Pen Store area with a more playful and pick-and-choose assortment.
With NK Arts & Writing, we strengthen NK Stockholm's offering within writing and creation. Pen Store's specialist knowledge and carefully selected assortment combine quality, design and creativity in a way that fits well into NK's department store environment, says Anna Lundell, Sales Manager at NK Stockholm.
First step under new owner
The investment in NK comes shortly after the e-commerce retailer received a new majority owner. As recently as July, Ehandel.se reported that Bokusgruppen acquired Pen Store for 36 million Swedish krona as part of growing within categories with higher margins.
According to the book retail group, the department store establishment is in line with the plan for how the new acquisition will be further developed in the future.
Pen Store has built a strong position within writing and creative creation through specialist knowledge, a wide range and a clear customer experience. The establishment at NK shows the strength of the offer and the opportunities we see for the company's continued development within Bokusgruppen, says Patrik Övreby, CEO of Bokusgruppen.