PWT Group acquired the remaining 50 percent of the menswear chain Brothers on January 1, 2026. Since the acquisition, the company has implemented initiatives in digitalization, assortment, loyalty, and store development. Now, the company announces that several store investments will be carried out during the autumn of 2026.
Among the physical investments is an expansion of the store in Täby Centrum, which will double its area by taking over a neighboring premises. In the Torp shopping center, Brothers is moving to a new location and doubling its store area in the process. In addition, a new store will be established in Grand Samarkand in Växjö. With an area of 550 square meters, this will be the chain's largest gallery store to date.
During the spring, smaller updates have also been carried out in all existing stores as part of an ongoing modernization.
Expanded Brand Range and Updated Customer Club
In addition to the store areas, the range has been expanded both physically and digitally since 2025. New brands such as Lindbergh, Junk de Luxe, and Bison have been added to the existing assortment.
Furthermore, the customer club Brothers Club has been upgraded with new membership benefits. According to the company, this has had a positive impact on customer engagement in both the physical stores and the company's e-commerce platform, brothers.se.
Regarding operations going forward after the acquisition, Simon Würtz, CEO of Brothers and PWT Retail, states that the implementation is following the established plan.
The overall development is progressing as expected, and we are pleased with the results we are seeing. Brothers is a strong brand with a long and proud history in the Swedish market. We have great respect for that heritage, and we are purposefully working to further develop the chain in a way that builds on the strengths that customers already know and appreciate.
He concludes:
The ambition is clear. We want to create larger stores with a wider range and a more inspiring universe for customers at all the best shopping destinations in Sweden. Brothers should continue to be customers' preferred destination for menswear - in the physical stores as well as online.