THE PHYSICAL STORE IS KEY - LYKO REOPENS WITH MORE SPACE AND UPGRADED STORE CONCEPT
We are delighted that we were able to offer Lyko a new, larger location in Emporia. According to Lyko the physical store is crucial and the face of the brand, when building the brand stronger.
“We have been in dialogue with Steen & Strøm for some time, expressing our desire for a new, larger space. Suddenly, we got the opportunity to move to a new location at the Green Square in Emporia. The physical store is essential for us to build the Lyko brand, and in connection to the move, we are investing in a new inspiring store concept that breaths joy and playfulness,” says Cecilia Andersson, Regional Manager at Lyko.
“I’m so happy and delighted that we have been able to offer Lyko the new premises, thus meeting their needs. I’m also pleased that Lyko is continuing to invest in their store and that our visitors now have a new store concept to explore. Just like Lyko, Emporia aims to be a place where visitors can not only shop but also get inspired and socialize,” says Selma Crnkic, Leasing Manager at Steen & Strøm and Emporia.
The store, which spans approximately 220 square meters, features a Play Bar and Hair Bar where visitors can physically feel, smell, and try the products. For example, all hair styling tools are plugged in and ready to be tested. The new concept also highlights digital signs and a TikTok wall where you can catch up on the latest trends and then try the products on site. Emelie Carlsson, Business Area Manager Retail Services at Lyko, agrees that the physical store is important:
“It is in the store that the face of the brand is presented, and it is in store were the customer journey I developed. Everyone can try our products, and the store also functions as a showcase for some of the over 62,000 items available online. We can sell everything from our physical store, take orders, and customers can pay and collect their orders from us or choose another delivery address.”
Malin Lazar, Head of Concepts & Visuals Development at Lyko, has created the store concept based on where customers are and where they want to be when using any of the products in Lyko’s range. Where they want to be? In a luxurious bathroom, of course, and the store concept is both playful and flirtatious.