TotallySwedish offers typical Swedish food and handicrafts in its two London shops as well as its online shop.
But the brand is about much more than great shopping opportunities; if they so wish, customers can also get heaps of inside information about food culture and traditions in Sweden.
Since the TotallySwedish shop opened its doors on 32 Crawford Street in London,
located between the Swedish Embassy and the Swedish Church,
it has become an increasingly popular place to come for homesick Scandinavians and curious Londoners.
Founder and owner Annethe Nathan speaks of the big hype in Swedish films and literature, music, fashion and design, and the positive effects this has had on her business.
“We never expected this level of fascination in all things Swedish here in London,” she laughs. A flavour of Sweden
“But we are of course incredibly happy about it and take the opportunity to explain our culture, traditions and food.
We even have recipe cards in English, showing how to make some classic dishes, and we provide the ingredients needed instore.”
A couple of years ago, TotallySwedish opened a second shop at 66 Barnes High Street in London.
Bestsellers in both shops are pickled herring, crispbread and salt liquorice – and of course Kalles kaviar, the caviar Swedish ex-pats miss the most.
But TotallySwedish offers plenty more, including dairy and deli products, meat and fish, frozen food, sweets and snacks.
“We listen to our customers – the assortment is based on what they want,” explains Nathan.
New in the shops is for example Lily & Hanna’s vegan raw food ice cream, which is free from gluten, sugar, dairy and additives.
“Our ‘free from’ products are an important part in the range, especially the gluten and lactose-free foods.
People are also more aware of organic products and we work a lot with small-scale manufacturers in Sweden,”
says Nathan and mentions for instance Washologi’s range of environmentally friendly laundry detergents, fabric softeners and linen water.
The shops also stock several home décor brands such as stylish textiles from Nyblom & Kollén, and handmade traditional cleaning and bathing brushes and soaps from Iris Hantverk.
Busy times in the shops are in particular Christmas, Easter and Midsummer,
and next up is the popular crayfish party, traditionally taking place during the month of August.
It is celebrated with plenty of food and drink, and must-have colourful party accessories such as hats, bibs, tablecloths and lanterns.
“We even have napkins with the traditional drinking songs in Swedish!”
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