Wallenstam : Erikshjälpen opens lifestyle store in Rosenlund

Published 5/3/2021

In October, Erikshjälpen Second Hand, will open a new city store at Rosenlundsgatan 8 in Gothenburg. It will be an entirely new shopping experience on 880 square meters for the urban customer who wants to shop sustainably. A store with a hand-picked range for sustainable shopping of clothing, home furnishings, textiles and accessories together with a pleasant café section.

In 2018, Erikshjälpen Second Hand, as the first non-profit second hand actor, started secondhand.se with a young and urban target group in focus. The sales development has been impressive since the beginning with the largest customer group among the big cities, a customer group they now also want to meet in a physical environment in Gothenburg through the new lifestyle store.

'Our new store is something exceptional. I am not afraid to say that the second hand sector has never seen a store concept like it before. We are creating an omnichannel store, in other words, we are creating a holistic solution where the same feeling and information are conveyed in the store as digitally. Simple, clear and uniform with the customer experience in focus,' says Karin Staberg, Marketing and Concept Manager at Erikshjälpen Second Hand.

The new city store will be a complement to the e-commerce site secondhand.se, a wonderful shopping environment where customers can try on clothing, try out furniture, have a cup of ecological coffee, spontaneously buy new porcelain and collect parcels from secondhand.se. There will also be events, lectures, pop-ups and various collaborations. The different departments will be integrated with each other and the store environment will change according to the season and demand.

'It feels really nice to be able to welcome another exciting business to Rosenlund. Erikshjälpen's modern, sustainable store concept, which also helps children living in vulnerable situations, is well aligned with our values,' says Marina Fritsche, Regional Director for Gothenburg and Vice CEO of Wallenstam.

'The store location is great, we are really looking forward to our opening in the fall. It should be easy to shop with us, but it should also be an experience. The watchwords when creating our interior design are flexibility and sustainability,' says Karin Staberg.

Erikshjälpen's new city concept store will be a neighbor of Selfmade®, which will also open during the fall.