Boardsports and streetwear specialist Blue Tomato has chosen Gothenburg for its first Swedish shop. The 260-square-meter retail store is located at Vallgatan 34. Blue Tomato was founded in 1988 by Austrian snowboarder Gerfried Schuller and opened its first store in 1994. Since 2012, the company has been owned by U.S.-based skate and streetwear company Zumiez, but its headquarters remain in Austria. In addition to physical stores, Blue Tomato also operates e-commerce, which is now also available to Swedish customers. In Scandinavia, Blue Tomato was already represented with doors in Finland and, since last winter, in Oslo, Norway. Other stores are located in Austria, Germany, Switzerland and the Netherlands.

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