The year is 2015, and Vallgatan 12 begins to take shape on a street in central Gothenburg. A modern concept store where carefully selected brands, creative expressions and people come together. The vision was clear from the start: to create an experience that extends beyond the traditional retail concept, and a place where people can find inspiration, discover new expressions and find things that feel personal and relevant.

Across approximately 1,000 square metres, we have created an environment where fashion, interiors and art can exist side by side. Today, our world comprises internationally established fashion houses as well as new creators and cutting-edge brands. What unites them is a strong expression and a natural place in our world. Every brand and product is carefully selected, with a focus on quality, design, expression and relevance.

Beyond the store’s walls is our e-commerce platform, a global extension of Vallgatan 12 and our original vision. Here, our carefully curated selection meets an editorial universe of stories, inspiring editorials and people who share an interest in fashion, design and creativity. Wherever in the world people may be, we want to create a place that inspires them to discover, explore and see new perspectives.