Store of the month December: Känsla och Smak

Store of the month for December is Känsla och Smak, a store that since its opening in 2015 has become a destination for women in the middle of life who appreciate quality, variety, and personal service. Founded by Rebecca and her mother Maria, Känsla och Smak at Odenplan was created with the goal of offering a store where the customer is always the focus and where a carefully curated selection combines classic and trendy pieces that last over time.

Ten years later, the business has grown to include a second store at Mariatorget, Känslan, as well as a growing webshop. Together, they offer customers both a physical and digital experience, where inspiration and service go hand in hand. We spoke with the founders about how the store has developed, what makes their assortment unique, and which trends inspire them today.

Can you tell us a bit about Känsla och Smak – how did it all start and how has the store developed over the years?
Känsla och Smak opened at Odenplan in 2015 by me, Rebecca, and my mother Maria. The idea was to create a destination for women seeking a wide range of quality clothing with a variety of brands. A store with strong service values, always putting the customer first. Ten years later, the business has grown, and we now also have a store at Mariatorget, Känslan, as well as a webshop.

You target women in the middle of life who appreciate quality and personal service – how does that show in your interactions with customers?
For example, we are fortunate to have many returning customers who come regularly and seek help completing their wardrobe. We also have incredibly skilled and knowledgeable sales staff who are always present in the stores, ready to assist customers.

Your assortment is broad and carefully curated – what do you look for when selecting new brands and collections?
Our goal is to offer a wide assortment of high-quality pieces with good fit, including items at different price points so we can reach a broader audience without “losing the style.” The assortment should be “classic with a twist,” with pieces that are designed to last for years.

Working with the assortment is one of the most enjoyable and challenging parts of the job. Personally, I find it a delicate balance to maintain a consistent style and concept while being careful not to become too niche. It’s important to stay responsive to customer demand while always asking yourself, “Do I think this will sell?”

Trousers are your specialty – what makes this category so popular with customers?
Trying on trousers is, for many, the hardest garment to try on. We’ve made it a point to offer many different models and variations to serve our customers as best as possible. We also maintain many “basic models” that we’ve worked with for several years so that customers can return and find the same favorite model, perhaps in a new color, for example.

You have stores at Odenplan and Mariatorget, as well as online – how do the stores and webshop complement each other?
I often compare it to the restaurant business: Känsla och Smak at Odenplan is like our main restaurant, while our “side location,” Känslan at Mariatorget, is smaller and has a slightly different offering. Odenplan has a more classic focus with a wider range of items such as outerwear, trousers, and more festive pieces. Mariatorget has a slightly more “trendy” focus.
The webshop is based on the Odenplan store and serves as a great complement! It also acts as a digital storefront, as many customers browse the webshop before visiting the store to plan their visit. Mariatorget currently does not have an online store and instead focuses more on social media.

What do you find most inspiring right now in fashion and trends?
I find it very exciting to see the wide variety of neutral and new “base” colors. Today, there is not nearly as much black as there was 10 years ago. We have observed, and continue to see, a shift where many who previously always chose black now also opt for shades of brown, taupe, navy, off-white, and more. There is also less focus on distinct “fall” and “spring” colors. For example, we expect to see a lot of brown and burgundy in spring and summer 2026, while light blue has become a more prominent year-round color.