Style By Mouche and The Apartment was founded by Johanna Silver, who took the name from now-closed fashion boutique Mouche and turned the brand in to something completely new. Johanna runs the company together with Jenny Karlsson and Anna Gustafsson.

The Apartment, the home and shop of Style By Mouche, is something you really have to experience. Everything, including lavish sofas, intriguing art and delicious fashion items, is for sale. The Apartment is also used for photo shoots, vernissages, podcast recordings and other creative ventures.

–  What really makes it possible for us to run The Apartment the way we do and want is that we don’t purchase items from distributors and sell them. We simply curate pieces by designers and others and get a commission on the final sale. That enables us to give a platform to up and coming designers, and bring in items that you won’t find anywhere else, says Johann Silver, CEO at Style By Mouche. 

"The fact that we are located in Gothenburg is something that we’re proud of, it’s important to us."

The concept is unique and has placed The Apartment squarely in the spotlight, helped even further by being featured in international fashion magazine Vouge.

– We get plenty of customers coming here all the way from Oslo, Copenhagen, Stockholm or even further away. They’ve come to Gothenburg to visit our shop, it’s incredible says Jenny Karlsson.

– A lot of people hear about The Apartment and they’re curious so they want to stop by and have a look, and we love that. You can come and visit us, sit down for a chat and have a poke around the Apartment and get inspired. We get so much inspiration in return from the people who visit us, adds Johanna Silver.

The people who visit Gothenburg will discover a city where interior design has really taken off. Gothenburg has put itself on the map when it comes to home décor and design and the trend seems to grow stronger by the day.

–  It’s great that Gothenburg has become such a hot spot for design and home décor, we have a lot of talented people here. The fact that we are located in Gothenburg is something that we’re proud of, it’s important to us. We want to do what we do here!

You’ll find The Apartment on the street Götbergsgatan 2 in Gothenburg. For opening hours, please visit their website. 

Gothenburg tips from Style By Mouche

Design you mustn’t miss…

Johanna: After you’ve visited The Apartment, make sure to stop by Artilleriet if you’re into home décor and interior design. They are fantastic.

Jenny: And don’t miss the flowery goodness of Floramor & Krukatös. Such an amazing shop.

Fantastic food…

Johanna: Vi Viet is wonderful, I love everything about that place!


Jenny: And HPKSM of course. We can identify with them, they go against the grain, they have an international feel to them, the food is grat and the service is brilliant. If I want to get something to go I usually stop by the cosy market hall Saluhallen.

Unwind after work

Jenny: Juan Font! Superb service and very knowledgeable and friendly staff.

Pictures from Style By Mouche.