The Icelandic outerwear brand Zo-On intends to open two brand stores in Reykjavík. One will be launched before the start of the winter season in the Kringlan shopping mall and will have a net surface of around 100 square meters. The other is to be located in the downtown zone of Iceland’s capital at a place yet to be defined. Zo-On International will decide later this year whether it will operate the shops as corporate stores or through franchisees.

With this step, Zo-On is the last of the three domestic outdoor brands to move into retail. Zo-On’s competitors already have their windows under the Arctic Circle: 66° North runs seven stores on the island and three more in Latvia, plus two franchised outlets in the Netherlands and Lithuania. Cintamani has a franchised store in Reykjavík and, since most recently, a corporate one in Copenhagen’s department store Magasin du Nord. (for more details on the highly prosperous Icelandic market see Volume 2 of SGI’s recently published market report on Northern Europe.)