Stockmann strengthens its position as a luxury fashion house – “Our ambition is to build a unique portfolio of luxury brands”

Stockmann, press release, 27 October 2026 at 8:00 a.m. EET

Stockmann is embarking on an ambitious transformation of its Helsinki flagship department store. A unique Luxury Hall dedicated to bags and accessories is being created on the department store’s ground floor, bringing a new level of luxury and experience for Stockmann customers. The ambition is to establish the Luxury Hall as a coveted, international-level luxury destination in Helsinki.

The strategic transformation of Stockmann’s iconic Helsinki flagship continues. A completely reimagined Luxury Hall is being created on the department store’s ground floor, with the first phase unveiled to the public towards the end of this year. Dedicated to luxury bags, accessories and complementary categories, the new space will be completed in stages, with the brand portfolio expanding throughout the transformation. The entire Luxury Hall will be completed in 2027.

“With this transformation, we are taking a significant step towards the standards of Europe’s leading department stores. Our growing luxury offering will strengthen Stockmann’s differentiation and competitiveness, while further establishing our Helsinki flagship as a distinctive and experiential destination for both local customers and international visitors,” says Maiju Niskanen, Chief Brand and Offering Officer at Stockmann.

The Luxury Hall will open in phases on the ground floor of Stockmann’s Helsinki flagship. Among the brands joining the first phase are Saint Laurent, Alaïa, Chloé, Dries Van Noten, Givenchy, Maison Valentino, with Balenciaga joining the portfolio at the beginning of 2027. Some of these brands will be available in a physical store in Finland for the first time.

The new arrivals will further strengthen the Helsinki flagship store’s extensive portfolio of luxury and premium brands, which already includes Burberry, Mulberry and Longchamp, among many others.

Luxury is about quality, service and experience

Demand for premium and luxury products is growing among both Finnish consumers and international visitors to Helsinki, with the city’s increasing tourism further contributing to this development.

Stockmann and particularly its Helsinki flagship, holds a unique position in Finland. Throughout its more than 160-year history, Stockmann has exclusively brought an extensive range of international brands to the Finnish market, helping shape both the shopping experience and the city’s fashion landscape.

“We listen carefully to our customers’ needs and wishes, while keeping a close eye on megatrends and the cultural shifts shaping our time. Expanding our luxury offering is a direct response to what our customers have been asking for. Luxury continues to appeal to consumers, but the way it is understood has evolved in recent years. Luxury is no longer solely about rarity or exclusivity, but increasingly more about inspiration, individuality, distinctive aesthetics, sustainability and meaningful experiences.”

“While consumers increasingly discover products online, purchasing decisions, particularly when it comes to luxury are still often made in physical stores, where personal service, expertise and the brand experience carry significant value,” says Maiju Niskanen.

The Luxury Hall is part of Stockmann’s broader strategic transformation and its efforts to strengthen the company’s competitiveness. Stockmann’s continued improvement in profitability reflects encouraging progress in executing its strategy.

More luxury brands to come

The year-end opening marks the first chapter in Stockmann’s longer-term vision for the Luxury Hall, with further brands to be introduced as the transformation continues towards completion in 2027.

“More luxury brands will be joining our portfolio, and we will share further details as the transformation progresses. The Luxury Hall is our response to requests from both Finnish and international customers. We are creating a luxury destination in Helsinki that is worth waiting for. It brings together luxurious products, experiences and service in a way the city has not seen before,” says Maiju Niskanen.

For further information:

Maiju Niskanen
Chief Brand and Offering Officer, Stockmann
Tel. +358 40 704 0314

Stockmann Communications
info@stockmann.com
Tel. +358 50 389 0011

Founded in 1862, Stockmann is a marketplace for a better life. Its department stores are known for their high-quality selection of fashion, beauty and home brands. In the Baltics, Stockmann’s offering also includes high-quality food and beverages. Stockmann operates seven department stores in Finland and the Baltics, as well as the online store stockmann.com. Stockmann is part of Lindex Group Plc, listed on Nasdaq Helsinki, which reported net sales of EUR 952 million in 2025. www.lindexgroup.com