Historic Norwegian department store completes major transformation with new beauty hall
Norwegian department store Steen & Strøm is to launch a new 900 square metre beauty hall this month following a £25.7 million refurbishment.
The renovation is part of a two-year master plan to make the 224-year-old department store fit for the future.
Home to wide range of premium and luxury brands including Chanel and Le Labo, the new beauty hall features a skin lab for niche brands, a men’s grooming area and a fragrance bar. In addition, Dior Beauty will be opening its first boutique in the Nordics within the hall.
Annette Lund, chief executive of the store’s management company Promenaden Management, said: “The beauty hall concept is a true USP for us in the city, the country, and for Scandinavia – and keeps our wider investment on track. We are especially excited to be bringing global brands such as Dior to the Nordic market – evidence of our international profile as an affluent nation, and we already see several other international brands eyeing the market.”
Never Miss a Retail Update!The next phase of the masterplan will include transforming the remaining floors of the store through the addition of luxury partners and a new visual identity and omnichannel strategy.
David Wilkinson, executive director of Steen & Strøm, added: “Steen & Strøm represents a unique retail destination as the ‘Store of Oslo’ and we are looking forward to now being able to offer a beauty concept of the highest international standards. A brand new ecommerce platform is also on the cards for the near future as part of our re-positioning strategy – and it will of course feature beauty and cosmetics as part of its offering.”
Despite the ongoing impact of Covid-19 restrictions in Oslo, the department store reported double-digit growth last summer.
