The fashion industry gets a digital meeting place for trade

When trade fairs are not possible to carry out as before, designers and textile suppliers, brands and stores need to meet in a new way. That is why Stockholm Fashion District’s new digital platform with over 200 affiliated companies that is launched today just in time for the new season, is extra important. Digital showrooms ensure that companies in the fashion industry can continue to do business.

Ever since the pandemic hit almost a year ago, we have been working on developing a digital business meeting place to help companies in our network. Support in the digitization process was one of the needs that we directly identified where we could make a difference and provide concrete help for companies to be able to continue doing business. We have never before received such clear feedback that a tool is necessary.” says Helena Waker, CEO of Trade Partners Sweden and Stockholm Fashion District.

At, there are over 200 affiliated companies and close to 600 brands that get their own digital showroom where they can present themselves, show new collections, receive meeting requests and collectively be available to buyers. The companies get their own domain addresses on the platform and the visitor has the opportunity to filter by segment among textile factories, Swedish and international brands in women’s wear, men’s wear, children’s wear and shoes as well as other related products and services.

“This digital showroom solution comes at just the right time and it is fantastic to be presented together to the customer who now has the opportunity to surf around and prepare for the season while they get inspiration and an overview. The tool is very user-friendly and it will be fun to show our brand in a new way.” says Anneli Gustavsson who was quick to say yes and set up their showroom for the brand Holebrook Sweden.

During the work financed with support from the Swedish Agency for Economic and Regional Growth (Tillväxtverket), a reference group contributed with perspectives and it became clear early on that the need to be seen together is great, but also that digitization must concretely contribute to the business to be prioritized in more difficult times, a goal that is clearly met .

“It is very fun to finally launch the platform and all digital showrooms and see meeting requests land in the inbox of the brands. I have several favorite features, but if I have to mention two, it is the opportunity for visitors to create a personal list of showrooms and events by “heart-marking” them on their phones and that each brand can indicate which of the global sustainability goals they work with, it was important for us to continue to encourage a more sustainable fashion industry. Together, we carve out a digital tool that suits both those who have not come this far on their digital journey and those with existing b2b platforms.” says Janike Eleby, Head of communications for Trade Partners Sweden and Stockholm Fashion District.

The digital platform will be officially launched on on Tuesday, January 26, 2021, in connection with Preview Fabrics & Accessories on January 27-28 and in time for Fashion Week Trade on February 8-13, 2021.

The digitalization project also includes seminars and workshops on digital sales meetings as well as three films on digital sales that have been produced to strengthen Sweden’s role as an export country with the help of digital sales and is carried out with support from The Swedish Agency for Economic and Regional Growth (Tillväxtverket).


Janike Eleby, Head of Communication
+46 (0)70 307 85 59

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