We welcome By Malina and Soft Goat to Bibliotekstan

In the spring of 2024, Swedish brands By Malina and Soft Goat will open a new joint flagship store of approximately 115 square metres at Jakobsbergsgatan 3 in Bibliotekstan, central Stockholm. We look forward to welcoming a world filled with warm tones, premium quality and patterns with Mediterranean influences.

By Malina was founded in 2010 by Swedish designer Malin Ek Andrén. After studying at the renowned Parsons School of Design in New York, Ek Andrén returned to Stockholm where the first collection for By Malina was made. With inspiration from its Hellenic heritage, By Malina creates collections of beautiful patterns and fabrics in a smart, elegant and contemporary style. The range includes is a bridal collection with magical, modern wedding dresses and associated accessories. All designs are made in Stockholm for a global audience with retailers based throughout Scandinavia, Europe and the rest of the world.

Shoppers will find By Malina and Soft Goat in the same store. Soft Goat is a Swedish cashmere brand, offering high-quality knitwear, designed to be wardrobe favourites for many years. Soft Goat can be described as a “quiet luxury brand” whose iconic signature pieces and key seasonal pieces will be familiar to many.

“We’re looking forward to coming to Bibliotekstan and strengthening our presence in Stockholm. We hope to draw on our broad base of loyal customers to bring new customer groups to both brands,” says Malin Ek Andrén, founder By Malina and Stephanie Bergström, Founder Soft Goat.

“We’re excited to welcome By Malina and Soft Goat to Bibliotekstan. By Malina is an excellent complement to our existing offering with its international look and modern style. Soft Goat adds quality knitted garments that last, which aligns perfectly with our broader offering,” says Gustav Lundén, Acting Head of Business Development, Retail at Hufvudstaden.

For further details, please contact:

Josefin Alteby, Project Manager Marketing & PR, Hufvudstaden.

+46 (0)8 762 90 76; josefin.alteby@hufvudstaden.se