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Today, MQ is entering a new chapter when the very first concept store named Marqet is opening on Drottninggatan, Stockholm. In 2020, MQ's other 119 stores will undergo the same makeover. Simultaneously, marqetstores.se is launched online.

With Marqet, MQ builds upon the best from its legacy in women's and men's fashion and will furthermore integrate a wide range of product categories and services. The aim is to strengthen the position as an attractive destination for inspiration and trends within fashion and lifestyle.

"As a concept store, Marqet will develop its range of products and services for people with a contemporary lifestyle, where work and leisure often blend together. We are now offering a place for pop up collaborations, more inspiring collections than ever and an even bigger focus on trends. Doing this on a broad scale all over Sweden makes Marqet unique", says Ingvar Larsson, CEO at Marqet.

Apart from a developed offer regarding new items and collections, Marqet is also introducing new types of experiences, for instance, the opportunity to use the stores as co-working spaces. In addition to that, selected spaces within the store will be provided for external players to create experiences that spark curiosity and makes people return to the store.

MQ Holding previously announced the ongoing work regarding the renewed brand positioning for MQ. Over a year ago, a thorough program was initiated by the group, starting with analysing consumer insights and market research. The purpose was to clarify MQ's position and increase value and attractiveness in the customer proposition. During the process, a clear picture emerged, showing that many customers are turning towards MQ to find selected fashion and high-quality garments for everyday life but particularly for their work-life.

However, people's attitudes toward work, leisure and everything in-between have changed. Regular office hours, physical working spaces and formal dress codes more and more belong in the past. With the new brand concept, "Work in Progress", Marqet wants to mirror the societal development by offering a new, inspiring assortment, customised for this new age.

"Changing the name from MQ to Marqet emphasizes our new customer proposition as well as the newly developed business model. The focus will still lie on workplace fashion, but expanded product categories will give us a new, more dynamic assortment and greater opportunities to create inspirational collections and collaborations. In this way, we can create new values for our customers", says Ingvar Larsson.

A central part of Marqet is sustainability. All stores will be decorated and furnished with upcycled materials from various Swedish industries, and from 2020, Marqet will only use cotton from more sustainable sources in all of the company's brands. The new concept store chain will also provide second-hand garments, tailor services, rent out-clothing opportunities and collect worn out garments for reuse.

During the following weeks, Marqet will open on Fredsgatan in Gothenburg as well as at Emporia in Malmö. In 2020, the remaining MQ stores will go through a similar transformation, which means that both brands will exist side by side during the transition period. In the future, MQ Holding will henceforth operate under the two business areas Marqet and Joy.

The above-mentioned changes mainly represent a new start for MQ's customer proposition and do not affect the financial goals that MQ previously has announced.

For more information, please contact: 

Ingvar Larsson President and CEO, + 46 (0)31-388 80 70

Louise Lindblom PR Manager, +46 (0) 31-388 83 18