European denim house Jeanerica opened its second store in Stockholm on Thursday. It follows the strong reception of the brand’s first store in the Swedish capital since its opening in 2024.
Jeanerica was founded in 2018 by H&M veterens Jonas Clason and Lena Patriksson Keller. The men’s and women’s brand has carved a niche in the market with its elevated everyday essentials and small-scale local production. The brand works with a small number of long-term partners in Europe and Turkey and prioritizes certified materials.
Rather than repeating a fixed concept, the new store’s design is strongly influenced by its surrounding. The space is housed in a building designed by architects Backström and Reinius in 1937. It has an “expressive” teak and brick façade, while the interior draws on Swedish modernism with natural materials, textiles and a homely feel.
Pappa
Jeanerica co-founder and chief brand officer Lena Patriksson Keller noted that Margaretha Köhler and her 1930s concept store Futurum were especially influential in the store’s design direction.
“We started from the space itself, right from the beginning—the building, the light, the history held in its walls. We looked closely at Swedish modernism and at Margaretha Köhler, and the more we dug into her work, the clearer it became that this was the feeling we wanted to capture in this store,” she said. “The building carries that modernism straight into a district otherwise defined by older architecture, and we love that contrast.”
Other highlights in the store include a luxurious dressing room and the dark-stained and light birch Apoteket, where Jeanerica showcases its denim range.
The Scandinavian brand teamed up with architect Daniel Östman for the project. Östman worked on the first location and partnered with Jeanerica on a collection of stools made of denim materials in 2024.
Pappa
Located at Nytorgsgatan 36A, the new store sits in Södermalm, a trendy and creative neighborhood in the southern part of the city.
It follows the brand’s commitment to develop physical retail locations that reflect the character of their location and become neighborhood destinations, rather than relying solely on high-traffic, main-street locations.
“We’re inspired by the cultural presence Södermalm has always had, and we’re looking forward to becoming part of the neighborhood—the street—level, community feel found here,” said Jonas Clason, founder and creative director of Jeanerica.