One of the UK’s most established fashion brands – Hobbs – has announced it will be opening its second Swedish outlet in MOOD Stockholm in March 2014. The letting is testament to MOOD Stockholm’s reputation as one of Sweden’s key retail destinations.

Describing itself as ‘affordable luxury’, the iconic British brand is aimed at fashion conscious women. It will offer customers its full range across a 180 sq m store, as well as its new NW3 line that is targeted at younger consumers.

MOOD Stockholm, owned by Sweden’s second largest retail property owner and developer AMF Fastigheter, has proved highly successful since it opened in March 2012. In the last quarter alone, a number of retailers have chosen MOOD Stockholm to grow their presence in the Swedish market such as Danish retailer Samsoe & Samsoe and Swedish retailers Gul & Blå and Mouli.

Karolin Forsling, Head of Retail and Development at AMF Fastigheter commented: “We enjoy an annual footfall of 45 million across our diverse portfolio of five Stockholm retail destinations. As a result of this proximity to the market, we are able to offer both international and national brands a number of opportunities as they look to expand. With Hobbs’ boutique feel they were well suited for MOOD Stockholm with its bespoke environment and will complement our already impressive line-up of premium brands which includes Club Monaco, Scotch & Soda, Napapijri, Denim & Supply and Ralph Lauren Children.”

Stockholm is fast becoming the retail capital of the Nordics and is currently undergoing a period of growth. By 2030, it is estimated that the city will grow six times as fast as Paris and twice as fast as Copenhagen.

Karolin added: “We are seeing unprecedented demand for prime retail space in Stockholm as retailers look to tap into demand from higher consumer numbers and increased retail spend. It is with this background that we have chosen, through our development projects, to take an active role in contributing to the development of Stockholm’s city centre.”