CHANEL is strengthening its presence in Scandinavia and Benelux with two key boutique projects: a significantly expanded space at Westfield Mall of Scandinavia in Sweden, and a refreshed Fragrance & Beauty boutique at de Bijenkorf The Hague that now also showcases Eyewear. Both moves raise the bar on how the brand expresses itself in multi‑brand destinations, while tightening focus on elevated services and exclusive collections.
A larger CHANEL universe at Westfield Mall of Scandinavia
The new CHANEL boutique at Westfield Mall of Scandinavia marks a major step in the brand’s Scandinavian strategy. Positioned in Sweden’s largest mall, the store now spans more than double the size of the previous location, creating a more immersive environment for Fragrance & Beauty and a complimentary Fashion offer for local clients.
Mall of Scandinavia’s official listing describes the boutique as a destination to “enter the world of CHANEL and discover the latest collections in Fragrance, Skincare & Makeup, including rare, limited edition and unique pieces.” The expanded footprint allows for:
- Deeper fragrance storytelling, including icons and boutique exclusives.
- Skincare and makeup servicesin line with CHANEL’s global Fragrance & Beauty boutique standards.
- A more visible fashion presencein a high traffic regional mall that draws visitors from across Stockholm and beyond.
For CHANEL, upgrading in this specific mall signals confidence in Scandinavia’s luxury and beauty demand, and a desire to offer a fuller brand universe outside traditional high street flagships.
A reimagined boutique at de Bijenkorf The Hague
In The Hague, CHANEL has given its Fragrance & Beauty boutique at de Bijenkorf a fresh new look, aligning it with the house’s latest design concept. The updated space places special emphasis on:
- The brand’s most exclusive fragrance and beauty collections, presented with elevated fixtures and storytelling.
- The addition of CHANEL Eyewear, reflecting the brand’s push to integrate sunglasses and optical frames more fully into its boutique network.
CHANEL’s store locator notes that de Bijenkorf The Hague now offers Fragrance, Skincare, Makeup and Eyewear, alongside access to content from current collections such as the Spring‑Summer 2026 Eyewear line. This deepens CHANEL’s footprint inside one of the Netherlands’ most important premium department stores, and gives local clients a more complete fashion‑adjacent offer without leaving the beauty floor.
Elevating brand expression in multi‑brand environments
Taken together, the Mall of Scandinavia and de Bijenkorf projects show how CHANEL is refining its brand expression and customer experience within third party locations:
- More space, more storytelling: doubling the Mall of Scandinavia footprint makes room for immersive visual merchandising, services and cross‑category discovery, closer to a standalone experience than a standard concession.
- New design codes: rolling out the latest Fragrance & Beauty design conceptin The Hague ensures that even long standing doors feel current with CHANEL’s global aesthetic and service standards.
- Category expansion: adding Fashionin Sweden and Eyewear in The Hague reflects the house’s strategy to blur category lines, encouraging clients to move seamlessly from scent and skincare to accessories and style.
Both boutiques also underline the importance of regional hubs a flagship mall in Greater Stockholm, and a key de Bijenkorf in the Randstad for reaching local and international clients in one move.
People behind the projects
The LinkedIn announcement credits an extensive cross market team spanning Scandinavia, Benelux and Paris, from retail and architecture to visual merchandising and operations, as well as photographers Albin Hag (Mall of Scandinavia) and Frank Abbeloos (The Hague) for capturing the finished spaces. This reinforces how CHANEL treats each boutique not as a simple rollout, but as a collaborative brand statement tuned to the specific context of each city and partner.
