Yesterday Brothers reopened their flagship store on Drottninggatan, Stockholm. The shop has not only got a facelift but it is now also equipped with a department for male beauty. With this Brothers want to create a “one stop shop” where men can buy everything they need to look good.
 The male beauty market is growing quickly in Sweden and up until now there has, with the exception of NK, been a few special stores, where men can buy their beauty products. The department has a mix of scents, shaving products, skincare products and underwear.
Brothers is not the most advanced shop but offers rather basic, although very nice, clothes in an environment comfortable for most men. The same concept is used for the beauty department that offers seven different labels in skincare.  “Brothers is a chain for guys with a sense of style, and we have had a very positive development. When we now complement the concept with male skincare and scents it will make the shopping experience complete. This also makes us the only chain that offers these products. We think it will delight our existing customer and help us find new ones”, says Lea Rytz Goldman, CEO for Brothers and Sisters.
Do you need a few tips and ideas about grooming for men and want to find out what products to use? Study our grooming school that is done in cooperation with www.grooming.se. StockholmFashionDays.com writes continuosly on grooming and beauty for men - you find it under the category Beauty where we have a special section just for men.
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