Hufvudstaden welcomes By Malina and Soft Goat to Bibliotekstan

In the spring of 2024, Swedish brands By Malina and Soft Goat will open a new joint flagship store of approximately 115 square metres at Jakobsbergsgatan 3 in Bibliotekstan, central Stockholm. By Malina creates bridal collections, accessories, and ready-to-wear for women, while Soft Goat produces premium quality cashmere garments.

By Malina was founded in 2010 by Swedish designer Malin Ek Andrén. With influences from the Mediterranean and its Hellenic heritage, By Malina creates collections of beautiful patterns and fabrics in a smart, elegant and contemporary style. All designs are made in Stockholm for a global audience with retailers based throughout Scandinavia, Europe and the rest of the world.  

Soft Goat is a Swedish cashmere label that offers high quality knitwear designed to be timeless wardrobe staples. Since the start in 2011, the brand is bringing quiet luxury to a wider audience and Soft Goats iconic signature pieces as well as their seasonal key styles can be recognized by many people around the world.

“We’re looking forward to coming to Bibliotekstan and strengthening our presence in Stockholm. We hope to draw on our broad base of loyal customers to bring new customer groups to both brands,” says Malin Ek Andrén, Founder By Malina and Stephanie Bergström, Founder Soft Goat.

“We’re excited to welcome By Malina and Soft Goat to Bibliotekstan. By Malina is an excellent complement to our existing offering with its international look and modern style. Soft Goat adds quality knitted garments that last, which aligns perfectly with our broader offering,” says Gustav Lundén, Acting Head of Business Development, Retail at Hufvudstaden.

Stockholm, December 14th 2023

HUFVUDSTADEN AB (publ.)

If you have any questions about this release, please contact:

Josefin Alteby, Project Manager Marketing & PR Hufvudstaden, josefin.alteby@hufvudstaden.se, +46 (0)8 762 90 76.