KICKS is doubling its retail space on Stockholm’s busiest shopping street with a brand new, renovated store. It’s part of the company’s strategy of investing in larger stores in key locations. The expansion creates a larger, more cohesive retail environment totalling 550 square meters, with the aim of offering more to more customers — a wider product range and an even more complete beauty experience.
The store is designed to create a stronger and more interactive customer experience with a broader offering. A natural destination for inspiration, exploration, and creativity, for all types of beauty needs.
– With our first so-called statement store, we are taking a clear step forward and bringing to life the beauty store of the future, where experience, inspiration, and expert advice are combined with a broad, carefully curated, and unique assortment. Drottninggatan is the perfect location for this, and when the opportunity arose to double our retail space, we did not hesitate for a second, says Carola Lundell, CEO.
What else do you hope to achieve with the store?
– As always, we put a lot of effort into the personnel and the expertise. So, as usual, there will be skin therapists, makeup artists, and hair experts working in the stores so that we also have that layer of guidance and advice, which is also one of the top reasons for going to a KICKS store for a lot of our customers.
– We know that today’s customers expect more than just the right products — they are looking for inspiration, experiences, and expertise. We want to offer a dynamic and inspiring retail environment where customers can explore beauty on their own terms. Drottninggatan marks the beginning of a new way of engaging with customers in-store, where together with our customers, we will continue to test, learn, and refine the concept over time, says Carola Lundell.
The leading Nordic beauty retailer also expands its offering and launches wellness as a new category in the shape of Sleep, Relaxation, At-Home Spa, Intimate Wellness, and Foot Care. It’s responding to the growing demand for products and rituals that enhance well-being at a time when beauty, self-care, and wellness are becoming increasingly interconnected.
The launch takes place online across all KICKS markets—Sweden, Norway, and Finland—and the first physical store to offer the wellness assortment is the mentioned Drottninggatan space. The category will then be gradually rolled out to additional stores.
— It’s a natural next step for us. Today, our customers are looking for holistic solutions for beauty and well-being, and we see strong demand for products and rituals that help people feel good in their everyday lives.
The wellness market is expanding rapidly, driven by changing consumer behaviour in which beauty, self-care, and well-being are increasingly merging. What was once considered a niche has become a natural part of everyday life, with daily self-care routines becoming especially important among younger consumers.
— We see growing interest in areas such as sleep, recovery, intimate health, and everyday feel-good rituals, says Lundell. At the same time, more and more people are looking for products and solutions that help reduce stress, improve balance, and enhance overall well-being. With our new assortment, we want to meet needs that have become an essential part of modern lifestyles.
What else is on the agenda for you?
– It’s very soon Pride Month, which is very close to the heart for KICKS. We’re always involved in it, also this year, across Sweden, Norway and Finland, so that will be a big focus for us. As we approach the end of summer, it’s festival time, and then we will go to Way Out West this summer as well. It’s the third summer that we will be engaging with it, so a fun and busy summer is coming!
