Stockholm-based cashmere brand Lisa Yang will open its first physical store in the city where the label was founded. The 137-square-meter flagship, located at Birger Jarlsgatan 8, is scheduled to open in the second half of 2026. The project marks a major step for the brand as it expands from wholesale distribution into direct retail.
“Opening our first store in Stockholm is an ode to the city itself. It’s a place defined by creativity, innovation, and a strong appetite for design,” Yang told WWD, adding that having a physical space is a natural progression of her business, as it allows the brand “to engage more directly with our customer and create a more immersive, tactile experience.”
“We want everyone to experience the pieces beyond just seeing them — we only use Grade A cashmere so it’s important to feel the softness, the quality and the craftsmanship, to feel the weight of cashmere, how it moves with the body, how it offers comfort and a quiet sense of luxury,” Yang said.
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The store’s architectural concept is being developed by Studio Anne Holtrop, known for its work with Maison Margiela and Charlotte Chesnais. “I felt a connection with Anne Holtrop’s approach, his ability to intellectually and creatively capture emotions, all interrupted within a timeless landscape. We are also strongly aligned in our approach to materiality. Studio Anne Holtrop works with materials in a way that is both intuitive and rigorously studied; each decision feels considered. That resonates strongly with how we approach cashmere, silk and all other natural materials we work with,” Yang said.
The flagship is expected to reflect the brand’s emphasis on craftsmanship and minimalist codes rooted in Scandinavian aesthetics. “We aim for the space to be shaped through a deep understanding of how materials behave, how they can be pushed, showed, and expressed. In that way, the architecture becomes an extension of our collections — both grounded in research, intuition, and respect for material,” she said.
Since launching in 2014, Lisa Yang has established itself as a specialist in complete cashmere wardrobing, offering womenswear, menswear and home collections. The brand has steadily grown its global distribution, now stocked in 500 multibrand department stores and independent retailers across 45 countries.
“Exceptional product is at the center of our success,” Samuel Stenberg, cofounder of the brand, said. “We have worked with some of the world’s finest cashmere producers since Day One and continue to deliver the finest crafted product, teamed with innovation and contemporary design. From a business perspective, we built this business on three pillars: profitability, low-risk and scalability. This approach has given us a very strong foundation and served us well during the economic uncertainty of recent years.”
For 2025, Lisa Yang reported a turnover of 267 million SEK and earnings before interest, taxes, depreciation and amortization of 88 million SEK, representing 18 percent year-over-year growth. Over the past five years, the brand reported a 900 percent increase, achieved despite broader market challenges including global trade shifts and supply chain pressures.
After more than a decade of consistent growth through digital and wholesale channels, the move into physical retail reflects a long-term strategy to deepen client relationships and elevate brand visibility. The debut store will function as both a retail and experiential space, offering the brand’s complete cashmere collections alongside new retail formats designed for global expansion.
“In addition to a continued growth with our wholesale partners, a strategic focus over the next few years will be the growth of our direct-to-consumer business, both online and physical retail. This next step in our strategy will allow us to strengthen our brand through experiences and storytelling and to deepen the connection with our customers building trust and loyalty. It’s an essential next step for our growth,” Stenberg said.
