UK brands launch Swedish pop-up event at FÖMO store

The FÖMO pop-up department store, which opened last year in Gothenburg in Sweden, is to welcome 20 UK brands for its British Island event. Launching later this week, the promotion will highlight UK companies which focus in sustainability and wellbeing.

The products on offer are in categories ranging from fashion and beauty to accessories and giftware, and have been selected by FÖMO and British Embassy in Sweden. The products will be on sale from 15 February to 31 March 2019, and a Meet the Buyer event will be held for Swedish buyers, agents and distributors.

The UK brands involved include Fat Face, EliRose, Winser London, Sarah Straussberg Jewellery, and ROKA London.

FÖMO launched in September 2018, and was conceived as a ‘micro department store’ that would offer a constantly-changing product range, with a focus on products not widely available in Sweden. It offers a Retail as a Service (RAAS) function that allows brands to test their products in the Swedish market. The store is located in the Mölndal Galleria development in Greater Gothenburg.

“Through British Island we are offering these brands a unique opportunity to showcase their products to Swedish consumers, as well as industry contacts. We see an increased demand in sustainable products in the Swedish retail market, and the Brits are at the forefront of this development,” says Lisen Stenberg, who works on export promotion at the Department for International Trade at the British Embassy.

“FÖMO Store is a physical lifestyle magazine which is designed as a gateway for international brands to enter a new market easily, with low risk and cost,” adds FÖMO CEO and co-founder Ilona Taillade. “It’s great to be able to support brands that are so forward-thinking when it comes to sustainability and wellbeing.”

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