Afound is a new type of outlet with hundreds of brands all under one roof. Part of the HM-family, Afound offers H&M clothes as well as fashion from tons of familiar brands, you'll find the store in Gothenburg on Östra Hamngatan 23. 

Ellos is a Swedish e-commerce giant, but recently they’ve been experimenting with physical shops as well. Their shop Ellos Home Concept Store on the street Korsgatan 13 is their second physical shop in Sweden.

H&M brand Arket will open in Gothenburg this winter. Fashion for men, women and children, and a café will be on offer at the street Östra Hamngatan 29.

The area known as Fredstan continues to develop into a shopping mecca, and this winter, fashion giant Hugo Boss will move into a two-story location on Fredsgatan 2.