Biblioteksgatan, Stockholm's most high-end shopping street, is attracting more top international fashion brands after a fresh marketing push.

Polo Ralph Lauren followed in the footsteps of Burberry and Marc Jacobs by announcing plans to open a flagship store on Biblioteksgatan in the spring.

The area is nicknamed "the golden triangle" by property developers because of high rental fees and the attractive location. Real estate company Hufvudstaden owns three quarters of the lucrative properties, which also house brands like Gucci, Louis Vuitton, MaxMara, Botega Veneta and Mulberry.

Henrik Egnell, head of business development at Hufvudstaden, said the company launched a new marketing strategy two years ago to turn the area into a "slow shopping" district to attract more international bands.

"Establishments by brands like Burberry, Ralph Lauren and Marc by Marc Jacobs have made other brands pay more attention to Stockholm," he told The Swedish Wire. "They feel more secure when their 'friends' are already established."

Many international companies are attracted to Sweden because if its stable economy, business friendly environment and fashion-hungry citizens.
Increased tourism to the Swedish capital is also a positive factor, added Egnell.

"Stockholm is an easy city to 'sell'," Henrik Egnell explained. "Everyone loves Stockholm once they arrive. In particular if the weather gods are on our side."

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This article was published in collaboration between Stockholm Business Region and The Swedish Wire.

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