Oslo department store Steen & Strøm completes NOK 300m redevelopment with luxury beauty hall

Luxury beauty hall

Norwegian contemporary department store Steen & Strøm, which is managed by Promenaden Management, is launching a brand-new 900sq m (9,700sq ft) Beauty Hall this month as part of a major NOK 300 million (£25.7 million GBP) refurbishment and upgrade. The renovation of the Beauty Hall is part of a two-year master plan to bring the 224-year-old department store into the future, strengthening its offering and ensuring it stays at the forefront of luxury and contemporary retail in Scandinavia. The next phases will transform the remaining floors of the department store, introducing new luxury partners, a new visual identity and a new omnichannel strategy. The Beauty Hall will open to the public this week as Oslo emerges from the country’s Covid-19 restrictions.

Steen & Strøm, one of the oldest department stores in the world having opened in 1797, is the established, go-to destination for contemporary and luxury goods in Oslo and the jewel in the crown of Promenaden Fashion District, the city’s prime retail area representing the most prized retail and commercial properties. The department store itself gathers over 600 brands across 12,600sq m (135,625sq ft).

The new Beauty Hall will be the largest and most innovative beauty retail concept in Norway. Here customers can discover a full range of services and experiences such as a Skin Lab for niche brands, men’s grooming area and a fragrance bar, as well as a wide range of premium and luxury brands including Chanel and Le Labo. In addition, Dior Beauty is opening its first Boutique in the Nordics, allowing customers to experience the entire Dior beauty universe and be guided by Dior’s experts across Dior Makeup, Dior Skincare and Dior Fragrances. The store will offer advanced skin care treatments as well as products from Maison Christian Dior Fragrance, which has never before been available in Norway, and an exclusive selection of Dior sunglasses.

Annette Lund, Chief Executive of Promenaden Management, commented: “The Beauty Hall concept is a true USP for us in the city, the country, and for Scandinavia – and keeps our wider investment on track. We are especially excited to be bringing global brands such as Dior to the Nordic market – evidence of our international profile as an affluent nation, and we already see several other international brands eyeing the market.”

David Wilkinson, executive director of Steen & Strøm, added: “Steen & Strøm represents a unique retail destination as the ‘Store of Oslo’ and we are looking forward to now being able to offer a beauty concept of the highest international standards. This beauty hall will not only offer over 200 brands and the most comprehensive cosmetics selection in the country, but we believe that it will truly break the mould for customer experience with its strong focus on personal service and state of the art amenities. A brand new e-commerce platform is also on the cards for the near future as part of our re-positioning strategy – and it will of course feature Beauty & Cosmetics as part of its offering.”

Leading Norwegian multi-brand perfume chain Fredrik & Louisa will be opening a flagship store within the Beauty Hall, which will have a strong focus on high-end brands such as La Mer, Sisley and Tom Ford Beauty. Fredrik & Louisa is also planning to launch several major brands exclusively at Steen & Strøm in the future.

Eric Rivelsrud, chief executive of Fredrik & Louisa, commented: “Our ambition has always been to offer brand partners and customers the best of beauty from all over the world and the new Beauty Hall at Steen & Strøm gives us the opportunity to make this vision come true. In our view, this is not just the leading project currently being undertaken within the beauty segment in Norway, but it also represents the absolute best of contemporary Norwegian retail and we are proud to be a part of it.”

When the Beauty Hall opens, it will do so alongside the rest of the department store, which has been closed due to government-imposed restrictions in the city centre. Despite these restrictions, Norwegian retail has fared well since the beginning of the pandemic, due to relatively light restrictions and increased local shopping – with the department store reporting double-digit growth last summer. Beauty in particular has been outperforming several other retail segments thanks to an increased focus on self-care and wellness during the pandemic, and the market is expected to continue growing by 3.1% annually over the next three years.