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Wallenstam lets 970 sq m to new concept store in Rosenlund

Published 2/24/2021

STOFF & STIL has leased 970 sq m in the ground floor at Rosenlundsgatan 8. For more than 40 years, the Danish chain store has helped customers to express themselves creatively by offering a large range of fabrics, sewing patterns, sewing accessories etc. The business currently has 29 stores in Sweden, Norway, Germany, Austria and operates webshops in 13 European countries. In connection with the new opening in Rosenlund, they will change name to Selfmade®, which better reflects their new updated concept. 

Selfmade® is a concept where inspiration, creativity and art are brought together. In the stores' new workshop areas, sewing stations will be available to anyone with a passion for self-creation. Visitors will be able to participate in creative workshops, seek the advice of knowledgeable staff and find inspiration from fashion shows, exhibitions, books etc.  

The CEO of STOFF & STIL/Selfmade®, Alexander Lerche, is looking forward to the opening of the store and to be able to provide this new concept.
"Selfmade® is our vocation to create unique conditions for all curious DIY ("do it yourself") loving people. Today we are noticing a strong interest, particularly from the younger generation, which desires alternatives in a world that is primarily based on finished products. Selfmade® wants to put a strong focus on training in design and sewing - both in our physical stores and through inspiration in our various online platforms. Within our organization, we call this Empower Creative Self-Expression, and we have made this our mission to empower people's ability to express themselves creatively," he explains.  

Regional Director for Gothenburg and Vice CEO of Wallenstam, Marina Fritsche comments:
"It feels very nice to be able to welcome the new concept "Selfmade®" to Rosenlund. A new creative business in the ground floor will provide added value for residents, companies and visitors to the area. In addition, the sharing concept involving sewing machines is really interesting and feels very modern and contemporary," she says.  

In 1980, Marianne and Peter Lerche opened the store Peters Resthal in Herning, Denmark, where they sold fabric remnants from local textile producers. Some years later, the business changed its name to STOFF & STIL, and now to Selfmade® through the children Rikke, Michael and Alexander Lerche, who are developing the business further - into a place with a focus on design, inspiration, sustainability and creativity for all. 

The premises in Rosenlund will be taken into possession in the middle of August.

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