Ninepine to open first Finnish store in Helsinki

Swedish womenswear brand Ninepine will open its first store in Finland in November, at Kämp Galleria in central Helsinki.

The store will open at Mikonkatu 1, next to the entrance of the shopping centre on Pohjoisesplanadi, the brand said on Monday. It will be Ninepine's third standalone store, after Stockholm and Amsterdam, alongside existing shop-in-shop space in Germany and the Netherlands. It gives Finnish customers their first opportunity to buy the brand in person.

The opening continues an expansion that has run through Ninepine's largest online markets. The brand opened its first store outside Sweden in Amsterdam in March of this year and is also sold at Dutch department store De Bijenkorf. Germany followed over the summer through a partnership with the KaDeWe Group, with space at Oberpollinger in Munich, Alsterhaus in Hamburg and KaDeWe in Berlin.

Finland follows the same pattern of entering a market where demand already exists. Ninepine said it has served tens of thousands of Finnish customers online, mainly with its Asana Trousers and Comfort Denim, the latter offered in six lengths. The store is intended to give those customers a space to test fit and fabric themselves.

Kämp Galleria brings together international fashion and design retailers, restaurants and beauty services in a historic city block. Ninepine's store will sit in the same block as Marimekko's flagship, a short walk from Hotel Kämp and Hobo Hotel. The interior is described as restrained and Scandinavian, with a limited material palette and fitting rooms at the centre of the space.

"Helsinki has been on our list for some time. Our Finnish customers have supported this brand for years without ever being able to walk into a store, try something on, or meet the people behind it. This opening changes that," said Kousha Torabi, chief executive and co-founder of Ninepine. "We've kept the space calm and unhurried on purpose, so people can experience the fit rather than just look at it. We go where our customers already are."

Founded in 2019, the brand reports annual revenue of 32 million euros. Its international expansion was backed by the sale of a 40 percent stake earlier this year.

This article was created with the help of AI.