Pure online player won a month’s free rent – makes physical store permanent at Fisketorvet

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A month of free rent at Fisketorvet in Copenhagen was a hit for both the tenant and the landlord.
E-commerce pure player Capstore will now continue to operate the physical store – and Unibail-Rodamco can add a unique store to the mix.

Capstore, selling headwear, was until a month ago a pure online store that won a month’s free rent at Fisketorvet

In October, the three young entrepreneurs Lars Juul Madsen, Mads Kragh Groth and Henrik Thor Callesen, therefore opened a physical store in the Copenhagen shopping centre.
It has performed so well that they now have the courage to continue the physical store operation.
”In the month we’ve had our shop at the Fisketorvet, our sales increased significantly. In the shop we have sold just as much as Capstores online stores covering Scandinavia and Germany combined. It has given us confidence and an economic foundation to now being normal tenants at Fisketorvet, so we have signed a contract for at least the next three months, says Lars Juul Madsen.
Now they hope to strengthen their business even more over Christmas.
Capstore is also pleased to have been voted the “Store of the month” at Fisketorvet in October based on ‘mystery shopper’ visits. The store was distinguished partly by its exceptional customer service and by having a welcoming store.
”We are now in no doubt that the combination of online and physical sales is right for Capstore”, says Lars Juul Madsen.
The dream of Capstore is to open more stores in Denmark and abroad and be the biggest in Europe.
Centre Manager at Fisketorvet, Jacob Bannor, is in no doubt that the investment has been right for the shopping centre.
”The project, which was brand new, is beyond all expectations. It was designed to support entrepreneurs while we could get a unique store in that differentiate us from other centers. We are pleased that we, as a major player in the retail market can help to lift the newly started shopkeepers,” he says.
Unibail-Rodamco has similar thoughts about the Mall of Scandinavia-project in Stockholm. Earlier this year they announced two designer pop up-spaces in a prime location to increase the news-effect in the centre.