The re-invented department store

From problem-solver to inspiration

Founded in 1899, Åhléns is Sweden’s oldest department store. What started out as a small mail order business is now one of the largest retail chains in the country. To stay relevant, Åhléns had to re-establish itself as a modern department store, stocked with carefully selected items that can be combined across brands and price categories.

The brand identity provides the flexibility needed for high impact at every touchpoint: communication, products, spatial experience and online. A powerful, singular design – dynamic and inspirational, but without losing any of the brand’s famed accessibility.

The red brand colour is a lively palette of shades. The emblem, based on the logo, adds dynamism, hinting at the store’s wide assortment. By zooming in on it, patterns emerges. The idea is also used for branded photography and films. The images provide further evidence of a diverse and broad product range.