March, 2021

By Malina opens up at Åhlens City

In companion with the other fashion brands at the Women's Clothing department, By Malina opens up its own space of 25 square metres.

"It is important to take your chances to find new target groups and our opinion is that Åhléns customer is perfect for our brand, to reach out to more people and be more accessible," says designer and founder Malin Ek Andrén.

By Malina's space well represents what the brand stands for; patterns. The interior is in warm tones with elements of dark wood and stylish textiles. The floor is decorated with a soft textile rug for an anonymous feeling against the colourful collections. Using local suppliers has always been an important starting point for the brand. By Malina has chosen to engage with the Swedish design and production studio Allegra Deco. With the help of this supplier, which focuses on creating unique furniture based on creative ideas, they have together designed the store area's combined seating furniture and storage space. Another Swedish supplier has also created a specially produced hanging design, these are created by Djursholms Smide. By Malina has designed its own wall decoration that defines the brand with its iconic logo.

At the space, By Malinas latest spring and summer collection for 2021 will be available. The collection will also be sold online at ahlens.se.

By Malina is happy to be part of Åhléns, its strong customer club and hopes to reach even more customers with their unique universe.