Houdini Sportswear opened a store in Kungsgatan, Sweden. Electrolux, a long-time partner, installed a laundry service in the space to showcase its garment care. The space also has a kitchen where customers can go to connect.
“Our hub at Kungsgatan is a great example of how we reimagine everything, including retail, our universe and purpose as a brand,” said Eva Karlsson, CEO of Houdini.
“We share the same values when it comes to fostering a healthier and more sustainable view towards clothes and how we care for them. We look forward to collaborating and innovating around garment care and how we can help keep garments in the loop for longer. We come from different parts of the ecosystem, but we strongly believe that it is only together that we can tackle the challenges of the fashion system,” said “Tove Chevalley, Electrolux Innovation Hub.
