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Gina Tricot opens the doors to its new, ultra-modern, omni-focused shopping destination in Stockholm.
Gina Tricot opens the doors to its new, ultra-modern, omni-focused shopping destination in Stockholm.

Press release -

grand opening gina tricot drottninggatan

Gina Tricot has previously revealed its plan for a new concept store on Drottninggatan 53 in the heart of Stockholm. Today, 22 September at 10:00 CET, the fashion retailer will open the doors of its new, ultra-modern, omni-focused shopping destination. Exceptional service, smart digital solutions, upgraded fitting rooms, self-service checkout, and a specially developed RFID system are just a few of the new features.

With its brand-new design concept, the store offers increased opportunities for updated product highlighting and styling that will simplify customer turnover, increase through sales, and reduce inventories. Digital displays on the store walls will show current offers and the latest fashion campaigns. To ensure a more seamless experience between in-store and online, a service area will allow customers to collect orders and items they have reserved online. This area will be located in conjunction with self-checkout stations, which offer faster service and less waiting when queues form at the staffed checkout.

"We're very proud of the store on Drottninggatan, customers have been asking for a store in this location for quite some time. We believe that this store will appeal to our target group in ways that will surprise and delight – we're offering a modern shopping destination that's out of the ordinary," says Ted Boman, CEO of Gina Tricot.

The new store will be continually updated with the latest in service and digital technology. The fashion company believes the premium location and new concept will attract numerous shoppers who will return on a regular basis.

During the grand opening on 22 September, Gina Tricot will treat customers to DJ performances, snacks, and special offers. Later in the year, a second concept store will open, this time in the brand's hometown of Borås.



Gina Tricot is a Swedish fashion chain offering exciting, feminine fashion to women in over 30 countries. We don’t complicate things. Our strength has always been keeping things simple, which applies to our designs and working methods alike. We have a passion for fashion, with the goal of offering customers a new and exciting shopping experience.



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We Make Women Smile

Gina Tricot is a Swedish clothing company, offering trending fashion to women in over 30 countries. Our customers will find outfits and accessories for every occasion, every day of the week – must-have basics, denim, and the ultimate party pieces. At Gina Tricot we have an immense passion for fashion, intending to offer our customers a new and inspiring omnichannel based shopping experience, both online and in store.

We’re always aiming to find new forward-thinking ways how we can evolve as a fashion company; looking for great sustainable solutions, creative work ideas and unique collaboration opportunities to become even better at what we do – and put our hearts into every day – as an international fashion supplier.

Gina Tricot