Strawberry Invests Over SEK 400 Million in Stockholm – "Building the Destination of the Future with Reuse and Courage"

At a time when the construction industry is hitting the brakes and many are tightening their purse strings, Strawberry is doing the opposite. In 2026, the hotel group will execute its largest renovation initiative ever in Sweden. Together with property owners, over SEK 400 million is being invested to develop Stockholm's most iconic hotels. The goal is to build the destination stronger than ever—through circular methods, financial courage, and an unshakable faith in Stockholm as a world city.

The summer of 2025 served as historic proof of Stockholm's appeal, with over 5.2 million guest nights and record-breaking tourist spending. Now, Strawberry is gearing up to meet the rising demand. A total of nearly 1,500 rooms will be renovated at the hotels that form the backbone of the capital's hospitality industry: Clarion Hotel Sign, Clarion Hotel Stockholm, and Hotel C. Significant investments are also being made at Quality Hotel Strawberry Arena, Quality Hotel Globe, Yasuragi, and Home Hotel Tapto.

“This is a SEK 400 million injection straight into the local construction and craftsmanship sector. But above all, it is a promise to Stockholm. We will continue to challenge, develop, and create world-class experiences,” says Petter Stordalen, owner of Strawberry.

In addition to the Stockholm initiative, Strawberry is also investing nearly SEK 150 million in similar projects in Malmö and the Gothenburg/Stenungsund area.

The Pendulum Swings Back – The End of the "Throwaway" Culture

The renovation project is characterized by a radical circular philosophy. Instead of ripping out and discarding, the goal is for every possible part of the hotel rooms to be reused. Headboards, lamps, wardrobes, and bedside tables are being given new life—sometimes exactly as they are, sometimes with extra care and love.

“We are entering this with good old-fashioned values. The pendulum is finally swinging back from the throwaway society. We aren't doing this to save money, but because it is the only wise and sustainable way to build the future. It triggers us to take further steps for the environment,” says Stordalen.

Stockholm – A World-Class Event City

The investment is taking place against the backdrop of an exceptionally strong market situation. During 2024 and 2025, Stockholm solidified its position as a global event city. Taylor Swift's concerts at Strawberry Arena alone generated approximately SEK 848 million in tourism economic impact, and the USA has emerged as one of the absolute most important markets. At the same time, the city's innovation clusters are attracting an increasing number of international congresses.

“Stockholm is one of Europe's most dynamic cities, and that is no coincidence. It is the result of a region that has dared to be open to the world and challenge old truths. With investments like the new metro, Slussen, and 140,000 new homes, entirely new conditions are being created for both Stockholmers and visitors to experience the city,” says Petter Stordalen.

The Vision: A Nordic Powerhouse

The initiative is also part of a larger vision of the Nordic region as a united major power.

“When the outside world is turbulent, it is wise to build our part of the world strong. If we link Stockholm even more closely with Oslo, Copenhagen, and Helsinki, we create a powerhouse of 27 million inhabitants with an economy that matches global superpowers. Then we aren't just advancing our positions—we are changing the playing field. That is the perspective with which we are investing. We shall be open, brave, and maintain high tempo,” concludes Stordalen.