Store of the month May – Ströms

On one corner of the intersection between Sveavägen and Kungsgatan stands Kungsgatan 38, an architectural landmark proudly displaying one of the city center’s most iconic retail façades. The concave storefront belonging to Ströms has been a part of Stockholm’s cityscape since the early 1900s, when entrepreneur Carl-Hilmer Ström—known for his appreciation of quality, service, and style—moved his business into the building. For Ströms, the blend of classic elegance and contemporary fashion has become a signature, and with a continued focus on premium quality, personal service, and carefully selected brands, the store has maintained its position as a leading player across generations.

We asked the team behind Ströms a few questions to gain insight into the store’s journey.

Tell us about the store—how did it all begin?
Ströms was founded in 1906 by Carl-Hilmer Ström, a man with a strong sense of quality, service, and style. The store was originally located on Regeringsgatan but later moved to Kungsgatan 38, where it remains today. Over the decades, Ströms has stayed a natural fixture in Stockholm’s fashion scene, and today we combine tradition with modernity. Our journey has always centered around premium quality, curated brands, and personal service—with the customer at the heart of everything we do.

What kind of products do you offer, and who is your target market?
We are a multi-brand store offering a curated selection of premium collections in both women’s and men’s fashion. Our assortment includes everything from classic suits and tailored garments to modern everyday wear, shoes, and accessories—all chosen with quality, style, and function in mind. Our target audience consists of discerning consumers who value quality, aesthetics, and craftsmanship. They often lead well-established lifestyles where culture, travel, and professional life intersect with a strong personal expression.

What’s the best part of working in fashion?
Style is ultimately an expression of identity and confidence, and the most inspiring part is being able to contribute to that journey for our customers. Offering garments that not only serve a purpose but also bring joy, self-assurance, and style is incredibly rewarding.

What is the most challenging part of working in fashion?
The challenge often lies in balancing the timeless with the current. Staying relevant while remaining true to one’s heritage and identity requires constant sensitivity. The fashion industry is in continuous flux and is quickly influenced by global factors, which demands flexibility and the ability to respond rapidly.

Sustainability is a high priority these days. How does your industry view it, and how do you at Ströms work with sustainability?
Sustainability is a natural extension of our philosophy: to offer garments that endure—both in style and quality. We work exclusively with brands that share this mindset. Our role is to guide our customers toward well-considered purchases that last for years, helping to counteract the throwaway culture.

What do you believe are the most important ingredients for succeeding in e-commerce?
A strong understanding of the customer’s needs, a consistently updated assortment, and an unwavering focus on quality at every level. But also a presence in both the physical and digital worlds, where we meet our customers with guidance, inspiration, and service. For us, it’s essential to create an experience—not just a transaction.

What does the fashion industry look like today, and how do you see it evolving?
The fashion industry is undergoing change, and we see a clear shift toward quality, timelessness, and long-term thinking. At the same time, consumer behavior is quickly transitioning from in-store shopping to digital platforms, bringing new opportunities. For Ströms, this means investing in our digital presence without compromising the personal touch and level of service our customers expect. We believe in a future where technology and tradition come together to create something truly valuable.