Malmö-based company Akụkọ's pop-up store Afro Urban Popup, opened at Emporia in November 2021. Now, the pop-up has transformed into a permanent store spanning 166 square meters.

Afro Urban Popup has been a popular addition to Emporia’s diverse range of shops. The store provides a platform for local entrepreneurs, designers, and entrepreneurs of African descent in Europe to showcase their brands and products. The offerings at Afro Urban embody inclusion and representation, values that align with Steen & Ström’s ESG (Environmental, Social, and Governance) strategy, which among others includes introducing visitors to new, alternative products and services.

The store’s unique position and high-quality selection have made it a source of pride, inspiration, and empowerment for many people in the Malmö and Copenhagen region. At the heart of the store is our vibrant bamboowear brand, Akụkọ, while its pulse lies in streetwear and sneaker retail, including highly sought-after Jordans and Yeezys, attracting customers from all over southern Sweden and Denmark, says owner Arinze Emegoakor.

We are both proud and delighted that Afro Urban/Akụkọ has chosen to make their highly appreciated pop-up store permanent,“ says Selma Crnkic, Leasing Manager at Steen & Ström. “Afro Urban/Akụkọ has invested in the store, which has transformed from a pop-up into a brilliant permanent establishment. Afro Urban’s collaboration with entrepreneurs and designers of African descent, both locally and internationally, complements Emporia’s wide range of stores and creates an additional edge.

According to Arinze Emegoakor, Afro Urban’s strength lies in its collaborative nature and the range of diverse products offered. “Afro Urban was born out of the desire to make the invisible visible and focus on it. We have products that customers wouldn’t otherwise find in a store, while also creating a platform for brands and companies that don’t have the opportunity to showcase their products in a place like Emporia.

Afro Urban’s vision is that we are stronger together, and you can feel it when you step into the store. It is a vibrant and welcoming place where you are treated like family. Of course, we want to sell, but the most important thing is how people feel. If the only thing a person takes away from here is feeling happy and inspired to pursue their dreams, then we have succeeded, concludes Arinze Emegoakor.

Afro Urban is located on the second floor of Emporia.