Customers had gathered as early as the night before the opening, resulting in queues along the pedestrian street during the morning. The 550 square meter store has been added by expanding Kicks' existing premises and merging it with an adjacent retail space.
The new concept is called "Unlimited" and aims to increase interactivity in the physical store environment. Within the premises, the company has integrated experimental areas for hair, fragrance, skincare and makeup, among others.
According to Kicks CEO, Carola Lundell, the investment is a response to a changing market.
We know that our customers today expect more than just the right products, they are looking for inspiration, experiences and expertise. Drottninggatan marks the start of a new way to meet the customer in store, she says.
As Ehandel.se previously reported, Kicks is undergoing a strategic transformation. In the wake of an uncertain economic situation, the company has seen a shift in customer purchasing behavior, which is the basis for the decision to broaden the range. The new store is the first in the chain to offer the new Wellness segment – a business area focused on self-care, intimate well-being and sleep, which was launched digitally last week.
Wellness is a natural next step for Kicks. By continuing to develop and broaden our range, we create even more reasons to visit Kicks, says Carola Lundell.
In addition to the Wellness range, the store will also be the first in the chain to sell the premium brand Chanel Beauty.
The store on Drottninggatan will function as a test environment for future investments. According to the company, they will evaluate and refine the concept over time together with the customers, with a planned gradual roll-out of the Wellness range to more of the chain's approximately 240 stores.