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Retail guide 2022 is finally here!

This guide charts retail opportunities in Sweden’s three largest city regions and provides facts and interactive maps about the Swedish market, consumers and key retail areas.

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Gothenburg is one of the most rapidly expanding regions in Europe and the leading hub for logistics and transport in Scandinavia. Here you can access a growing market of sophisticated early adopters with strong purchasing power. 

45 K

employees in retail

120 BN

annual retail sales (SEK)

65 K

annual retail spending per person (SEK)

Retail sales an important growth engine

Since the turn of the millennium, Gothenburg has been an important driver of growth in Sweden with a thriving business environment and an exciting urban transformation underway. Many of the development projects are in optimal city locations and commercial space is also being built in large volumes across the Gothenburg region. Sweden’s second city is attracting people and companies like never before. 

Retail sales are an important growth engine for the Gothenburg region. Uniqlo, Under Armour, Henri-Lloyd, Normal, Chanel Beauty, Arket, Tesla, Superdry, Sephora and Joe & the Juice are just a few of the global brands that have opened stores in the region over the passing years. Gothenburg is also the birthplace of fashion brands like Nudie Jeans, Monki, Elvine, Dr Denim and Twist & Tango, while major Swedish chains MQ, Lindex and KappAhl all have their headquarters in the city.

1 ST

Sweden's best logistics location (Intelligent Logistik, 2021)

1 ST

Most sustainable destination (Global Destination Sustainability Index, 2021)

1 ST

Most sociable city (Hostel World, 2017)

An attractive shopping and tourism destination 

Gothenburg holds a strong position as an event city and the region is proactively working on drawing in even more visitors, for both business and leisure once the international travel returns. The mixture of small independent shops, international stores and large malls makes Gothenburg an attractive destination for shopping. Norwegians, Germans, Brits, Danes and Chinese people are usually the region's most frequent international visitors.   

A world leader in sustainability

Gothenburg is an international frontrunner in sustainability and green solutions, both environmentally, socially and economically. In 2021, Gothenburg was named the world’s most sustainable destination, ranking higher than cities such as Copenhagen, Reykjavik and Oslo. Practically all of the hotels in the city and many of its restaurants are environmentally certified, and over 90% of all public transport is powered by renewable energy. Within the fashion industry, innovative actors focused on solutions to reduce the environmental impact of fashion textiles are based in Gothenburg. An example of this is The Circular Textile Initiative. 

Two people riding bicycles in central Gothenburg
World’s most sustainable destination
Gothenburgers are very trend-sensitive and increasingly climate-conscious. Here we see significant business opportunities for retailers who have sustainability in their business concept.
Helen Bairu, investment advisor for retail at Business Region Göteborg

We are here to help

If you are considering establishing or expanding in Gothenburg, our team of local advisors can provide you with information, contacts and advice, based entirely on your needs. Our services are available free of charge and in full confidentiality. Contact us today. 

Helen Bairu
Investment Advisor
Area of work: General Sales Establishment Investments
Area of concern: Business development and financing
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