Charlotte Ljunggren, Swedavia’s CCO, has shared more details about the commercial strategy.

The recently opened 11,000sq m Marketplace at Stockholm Arlanda Terminal 5 represents airport operator Swedavia’s  “biggest ever” commercial investment at the site, Charlotte Ljunggren, Chief Commercial Officer at Swedavia, has said.

Speaking exclusively to TRBusiness, she said the opening, alongside the introduction of updated security lanes, would “significantly improve the passenger experience at the airport.”

“The new Marketplace will make shopping, food and beverages an inspirational part of the Arlanda experience for those heading off on their travels,” Ljunggren commented.

“There will be a range of different options in terms of both restaurants and shops, which will suit many different wallets, needs and situations. 

“This investment is Swedavia’s biggest ever in the commercial offering at Stockholm Arlanda.”

The Marketplace opened on 27 September, with an inauguration event on 10 October. It represents the first of three development phases in the space. 

Ljunggren confirmed the remaining two phases would open through 2024 and into 2025. “The Marketplace will be fully opened and operational by the beginning of 2025,” she said.

In total, more than 40 concepts, across retail and F&B, will open across the Marketplace.

New restaurants so far include Hawaii Poké, Eatery Garden, Jureskogs and RC Café & Pâtisserie.

Swedavia’s new commercial strategy

Stores in the “commercial heart” of the space are the 2,500sqm Stockholm Duty Free, InMotion, 7-Eleven, Adlibris, Pocket Shop, Forex and the pharmacy Kronans Apotek.

The investment is in line with Swedavia’s new commercial strategy to boost competitiveness and value for money across its 10 airports. 

Stockholm Duty Free in Swedavia’s Arlanda Marketplace

“The middle price segment is in focus rather than ‘luxury shopping’ for all the passengers passing through the airport,” Ljunggren detailed. 

“Swedavia’s new commercial strategy gives priority to getting the right mix, with variation in the product assortment, price categories and brands. 

“The main shopping experiences regarding fashion at the Marketplace is due to open next winter and will focus primarily on Swedish and Nordic clothing brands like GANT, J. Lindeberg and ÆRA Fashion as well as ÆRA Active.”