Strawberry and Tosito Sign Letter of Intent for Unique Lifestyle Resort in Jönköping’s Historic Industrial District

Echoes of history meet the pulse of the future as Petter Stordalen’s hotel company, Strawberry, and the real estate company Tosito present their joint vision for Munksjöstaden. In the historic factory premises where Jönköping’s industrial cradle once stood, a spectacular resort hotel is now emerging. With approximately 120 rooms, floating saunas, and an atmosphere breathing retro-progressive elegance, this will be more than just a hotel - it will be a destination.

Since the 18th century, Lake Munksjön has been a place for recreation and vitality - from the health spring at Västerbrunn and the rowing clubs of the 19th century to winter skating tours and excursions in the Ljungarum forest. It is this soul, combined with the heavy industrial heritage of "Match King" Janne Lundström and the Munksjö paper mill, that is now being brought to life in a reimagined form.

The new hotel will be a tribute to Jönköping’s history, housed within the characteristic factory building. Here, guests will be met by an environment where brick and reclaimed wood coexist with soft textiles and a curated signature scent that permeates the experience.

"Jönköping has a truly unique energy. This is where Janne Lundström revolutionized the world with the safety match, and where Munksjö paper mill put the city on the map. To now take the baton and create a modern meeting place in these premises is an honor. We aren't just creating a hotel; we are creating a journey through time. This will be a retro-progressive 'powerhouse' where you check in to check out from everyday life. You should feel in the walls that you are part of history, while simultaneously looking into the future," says Petter Stordalen, owner of Strawberry.

An Oasis for Wellness and Gastronomy
The hotel is designed to be a cultural hub and a definitive reason to visit Jönköping. The 120 rooms are filled with a delightful atmosphere featuring music from vinyl players - a nod to a bygone era. The exclusive suites bear names such as The Papermaker, The Chemist, and The Factory Manager, with interiors that connect to the historical heritage.

The heart of the facility is the inspiring bistro with an open kitchen and a large bar, as well as the extensive wellness area facing the lake. Here, the boundary between indoors and outdoors is blurred. A 35-degree (Celsius) indoor pool is reminiscent of how factory workers once washed in warm springs, and via jetties, guests can reach a floating sauna on the lake.

"Together with Strawberry, we have developed a destination hotel that truly builds upon the property’s unique character. We are preserving details like ceiling beams and intricate brickwork but adding a modern dimension. This project is key in the development of Munksjöstaden and Jönköping. Being able to offer everything from a wine bar to a unique event space in a factory setting for 1,000 people demonstrates the breadth of our vision," says Tommy Fritz, CEO of Tosito.

A Vibrant Meeting Place
In addition to hotel operations, the building houses a flexible event arena and a wine bar/café that changes character throughout the day - from a student espresso bar in the morning to a pulsating wine bar in the evening, inspired by the nightlife of Le Marais and Naples.

Construction is planned to start in the autumn of 2026, with the first guests checking in during 2028.

Project in Brief:
Hotel Name: Munksjöstaden Hotel
Number of Rooms: 120 rooms, including suites (The Papermaker, The Chemist, The Machine Operator, and The Factory Manager).
Facilities: Restaurant (Bistro), Wine Bar/Café, Wellness area with gym, yoga, indoor pool, and floating sauna.
Events: Multifunctional event space in a factory setting for up to 1,000 people, plus three board/meeting rooms.
Planned Construction Start: Autumn 2026
Planned Hotel Opening: 2028
Location: Munksjöstaden, Jönköping.

About the Area:
Tosito is developing Munksjöstaden together with Lustgården, where plans include further construction of approximately 600 homes and about 15,000 sqm of commercial space. Currently, the construction of 300 new homes is underway, while Panncentralen (The Boiler House) and Snicken (The Joinery) are being renovated and are fully leased as offices.

In total, the district will contain 1,700 apartments and 25,000 sqm of commercial premises. Currently, approximately 800 apartments (rentals, condominiums, and student apartments) are occupied.

For more information, please contact:
Daniel Stenbäck, Chief Development Officer Strawberry, +46 70 1616 806
Tommy Fritz, CEO of Tosito, +46 708317171