Project
Bershka, the second-largest brand by revenue within the Spanish fashion group Inditex after Zara, has entered a new market with its expansion into Sweden. The young fashion retailer has officially launched operations in the Nordic country by opening its first store in the capital, Stockholm.
The expansion was completed in just 40 days, making it one of the key growth initiatives outlined by Inditex management for this year. On March 12, Inditex Chief Executive Officer (CEO) Óscar García Maceiras announced that Bershka’s entry into Sweden would be one of the group’s most important strategic milestones in 2025. This week, Bershka officially celebrated the opening of its first store in the Scandinavian country.
The new Bershka store is located in Solna, part of the Greater Stockholm area, within the Westfield Mall of Scandinavia. Positioned next to the Swedish National Arena, which hosts both national football matches and major concerts and events, the shopping center enjoys a prime strategic location. Bershka joins a strong lineup of international brands including Calvin Klein, G-Star RAW, GANT, Hugo, Intimissimi, Jack & Jones, JD Sports, Levi’s, Mango, Michael Kors, and Nike.
The mall also features a significant presence from Swedish fashion group Hennes & Mauritz, with H&M, H&M Beauty, H&M Home, and & Other Stories all represented. Inditex already operates stores for Massimo Dutti, Pull&Bear, and Zara at the location, with Bershka now completing the group’s brand portfolio in Sweden.
The first Bershka store in Sweden spans 640 square metres on the first floor of the shopping centre. It carries all three of the brand’s collections: womenswear, menswear, and the BSK line, aimed at younger female customers.
The store design is centred around a large monolithic ceiling element that appears to float above the sales floor. This architectural feature guides customers from the entrance toward the rear of the store.
The different product categories are presented in distinct zones highlighted through the interior design. Transitions between the areas are defined by architectural elements crafted from materials such as wood, ceramic, stone, and concrete, creating visual landmarks throughout the space.
At the rear of the store, customers will find the checkout area and fitting rooms. The beauty collection is displayed next to a freestanding checkout counter, while a dynamic wall of digital screens forms the backdrop and conceals the fitting room area.
“The store concept aims to unify the space through a continuous ceiling that stands apart from the walls, creating a sense of lightness,” Bershka explained in a statement. According to the brand, the design directs customers’ attention to the key focal points of the store through carefully placed colour accents and furniture details that help highlight the changing collections. The façade features vertical stone slats, while the ceiling and lighting establish a strong horizontal visual axis designed to encourage customers to explore the entire store.
With the opening in Solna, Inditex has taken another important step in its growth strategy for the 2025 financial year. In addition to Sweden, Bershka is also scheduled to enter Denmark for the first time later this year. Premium brand Massimo Dutti is likewise expected to make its Danish debut in 2025.
Inditex’s expansion strategy also includes upcoming openings of Stradivarius in Austria, as well as Oysho in both the Netherlands and Germany. Furthermore, all of the group’s major brands are set to enter Iraq, with the first stores scheduled to open at Iraq Mall in Baghdad.
