Swedish bed brand Carpe Diem makes UK debut

The Marylebone store is only the brand’s second bricks-and-mortar store, with the first in its native Stockholm, Sweden.

Measuring 270 sq m over two floors, the store offers personal appointments with staff members, as well as a walk-in option.

Carpe Diem has also launched a UK ecommerce website alongside its store opening.

General manager David Zettergren said: “Finding a great location in London is difficult, so we started the process a long time ago, so everything was prepared before the pandemic hit Europe. We were able to open [the store] in March, but only for one or two weeks before lockdown and we had to close.

”We chose London before [the coronavirus pandemic] because we see it as a key global luxury market with a high concentration of target customers, where most of the premium brands in the world are presented. 

“We thought it would therefore be a good first market to launch our new retail concept and assortment outside of Sweden, since the success of our flagship in Stockholm launched in October last year.

”Since we’re new to the UK market, we’ve tried to book as many consultations as possible, so that we don’t have too many customers in the store at the same time, and as we’re on two floors we are able to manage this in a good way.

“Our omnichannel approach has included ecommerce operations also, so we believe there’s a great opportunity for us [in the UK] even in coronavirus times. We can also build up the brand awareness even if a second wave hits.”

Despite being forced to close shortly after opening back in March, Zettergren also said that the response since reopening on June 15 was a “good start”, with “more traffic than expected”. 

Customers wishing to buy a bed are also able to completely customise its design. Once they have chosen a basic model, clients in the London store will be able to choose from a selection of headboards, bed legs and accessories. 

The brand, which is owned by Swedish mattress conglomerate Hilding Anders, currently has 50 employees in its west coast factory and operates in around 20 other markets.

Long term, Carpe Diem has plans to target other key global cities.