Swedish training and lifestyle brand IcanIwill opens its first physical store in its home country.
Swedish IcanIwill (ICIW) – which designs and manufactures clothing for fitness, gym training and running, and was founded by Gustaf Ollas in 2012 – continues its strong growth and is now taking the next step in its development by establishing its first physical store and partnering with Ignite Training Hub, an exclusive training facility in central Stockholm. The partnership is a milestone for ICIW and strengthens the brand’s physical presence.
IcanIwill has grown since its founding. In 2023, it had revenues of SEK 300 million, with a pre-tax profit of SEK 25 million.
“We have built a strong brand digitally and through retailers for several years,” said Anders Wallstedt, CEO of ICIW. “To now be able to offer a physical store where customers can test and experience our products on site is an exciting next step, and a great milestone for ICIW. Ignite Training Hub is the perfect partner for this, and together we create a holistic experience that combines training and functional clothing in the best way.”
The new store will offer a curated selection of ICIW’s new and best-selling products, with the goal of creating an inspiring destination for fitness enthusiasts. It will allow new and existing Ignite customers and members to experience ICIW’s products and brand in an authentic training environment. The Ignite Training Hub store will be the first step in ICIW’s physical expansion and part of a broader strategy to strengthen the brand’s presence in the market.
“Ignite Training Hub has created a unique training experience in Stockholm, and by adding ICIW’s products to our offering, we further strengthen the concept,” says Simon Wastefjord, CEO of Ignite Training Hub. “We look forward to welcoming both fitness enthusiasts and new customers to a store that combines innovation, functionality, aesthetics and top-quality workout apparel.”
In addition, ICIW and Ignite Training Hub are entering into a major collaboration where ICIW will supply high-quality training apparel customized for Ignite’s unique training concept. Together, the two brands will run community-building events and activities to continue to develop and meet their customers, both digitally and physically.
