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Monday 24 January 2011

London shoppers find there's more to Sweden than Ikea

"Shoppers have finally realised that Scandinavia  is about more than just Ikea and meatballs," reported London's Evening Standard newspaper last week. "West End retailers are reporting a big surge in sales of products from the region.

"Retailers said sales of Scandinavian homeware, food and clothing are now worth £300 million a year."

The paper asked Jeremy Baker, affiliate professor at ESCP Europe's London campus, where this increasing popularity has come from. He said:

"There is an inherent trust in Scandinavian brands. This Scandimania trend has for decades been quietly developing, and is now taking more a central role within the retail economy of the West End."

You can read the full article online here.

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