Grandpa - a Scandinavian Life Store

Through combining a carefully curated and always updated collection with their key values – service, atmosphere and inspiration – Grandpa Store offers a different way of shopping. Grandpa is a Scandinavian Life Store that has been around since 2003. They currently hold four stores; one in Gothenburg, one in Malmö, and two in Stockholm. Each one run by a tightly-knit team that meshes the Grandpa community and way of life. Mr Hudson speaks to Jonas Pelz, founder, about the Grandpa brand and some of his favourite places.

Tell us about yourself

I’m a father of two, born and raised in Stockholm – a town I really love.

What made you open Grandpa?

We were three friends that all came from the services industry. We had been working as tour guides, travelling the world. We thought Stockholm suffered from a stroke of anxiety and a lack of friendly and more relaxed stores, so we wanted to open a cool place that was “more than just a shop”. A place that felt welcoming to everyone.

What does the Grandpa brand stand for?

We want to be associated with a relaxed and welcoming atmosphere and excellent service. We believe in genuinely being nice to each other. Kindness is key. We aim to instil a sense of openness, and a nonjudgemental, come as you are-atmosphere. For us, human rights are fundamental and important; you are always welcome at Grandpa. We’ve summed it up like this: Good People – Good Products – Good Impact. We also believe you need a lot of self-distance and not get into taking things too seriously; it’s just fashion and lifestyle that we’re working with.

Jonas Pelz

What are some of your most popular products?

For men, I would say it’s a Swedish made wool overshirt from Sarva, and for women, it’s probably the iconic Sini trouser from Rodebjer. In accessories, we’ve got the Ziggy Hoop Earring from IAMELENI and from our Life segment it might be the very convenient home steamer.

“We aim to instil a sense of openness, and a nonjudgemental, come as you are-atmosphere”

What makes the concept store such a successful retail format?

I’m not a fan of the word concept store. For us, it’s just about being ourselves. We haven’t really thought out a “concept” – we do what we like and what feels right. And I think the end result of that – the mix of products, the atmosphere we uphold and the inspiration it creates together with our service – makes us successful. It makes for an interesting shopping experience.

How do you keep up with changing customer expectations?

We try not to be too anxious, and we stick to what we believe in. We still need to be attentive, but at the same time, stay true to our idea of offering high-quality products that will last over time.

What makes Stockholm such a great destination?

A lot of factors I would say. Stockholm offers impressive diversity, a fascinating history, historical buildings and lots of water surrounding everything. It’s as beautiful in the summer as it is in winter (or spring, or fall). It is an excellent place for exciting design, glorious food and inspiring museums and art exhibitions. And of course, great shopping (at least if you come to Grandpa). I’d like to think that most Stockholmers are friendly and service-minded. I think it’s just such a beautiful city to visit in general.

What are some of your favourite places in Stockholm that people need to know about?

There are plenty. Some of my favourite places for food include Bistro Bananas and Racamaca, and Pom & Flora, Il Caffè, and Café Pascal for coffee. Wander around my favourite neighbourhoods Södermalm and Djurgården. Get your culture fix at the National Museum, Fotografiska, or the Carl Eldhs Ateljémuseum. Shop at Brandstationen, Herr Judit, 6/5/4, and Sko-Uno. Stay at the Hobo Hotel or Lydmar Hotel (the latter has a cool bar as well) and finish your day with a few drinks at Riche, Katarina Ölkafe, Omnipollos hatt or Gondolen.

Stockholm

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