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Edblad opens first concept store

Swedish jewellery brand Edblad has opened its first concept store in the brand’s home country of Stockholm.

The 1,507 sq ft (140sq m) store offers Edblad’s entire lifestyle ranges including jewellery, clothing, fashion accessories and home accessories in a ‘living’ environment. As part of the official store launch, the Scandinavian fashion brand hired interior stylist and blogger, Pella Hedeby to decorate and style the store.

Located in one of Stockholm’s busiest shopping high streets, the concept store comprises the branded store, showroom and new offices. The concept store joins the company’s 12 other Swedish standalone stores as well as its flagship store situated in Oslo, Norway which officially opened its doors in 2016.

Edblad is one of the largest brands in Sweden and is stocked in 1000 retailers in ten countries worldwide. The brand is stocked in over 240 UK stockists including independent jewellers, fashion boutiques, lifestyle shops and department stores.

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