The Danish family-owned jewelry company Pilgrim, with over 40 years of experience, chose Emporia because of its many visitors, the closeness to the Copenhagen area and the offered store location.

The store establishment at Emporia is part of the Swedish expansion strategy where Pilgrim has opened three stores of their own in Sweden within a few months.

The location of our stores is crucial when we are establishing a business. Emporia is a very nice and modern shopping center with many visitors. In addition, it is close to Copenhagen where we are already well known with over 10 stores and very successful sales, says Susanne Stuhr, International Sales Manager at Pilgrim, who also foresees the possibility of opening in more shopping centers in the future or in prime locations in larger Swedish cities.

The Emporia store features Pilgrim’s Nordic store concept of dark lines and oak details, giving it a cool and exclusive atmosphere. The target group is gender neutral, and Pilgrim welcomes all souls although the core target group is generation Y and Z.

Our target groups are culturally highly diverse, self-educated, and very inclusive. They want to be inspired and entertained and are looking for authenticity, transparency, and digital connectivity. Emporia with its many visitors, our strong concept, and the store location we were offered made the decision to establish ourselves at Emporia an easy one, says Susanne Stuhr.

Pilgrim is a well-known brand and I am thrilled that we have been able to offer a store for their expansion in Sweden, while our visitors now have an even wider range of jewelry and accessories. Pilgrim is an ambitious player when it comes to sustainability and this is in line with our sustainability work, Act4Good, where we for example promote sustainable commerce across all our shopping centers, says Martin Lundquist, Center Manager at Emporia.

As of 2023, more than 60 percent of all items are made from minimum 75 percent recycled material. We’re continuously pursuing a more sustainable production and even the smallest steps matters. The latest action point was the reuse of packaging, says Susanne Stuhr.

Pilgrim opens on 25 October on level 2 at Emporia opposite the Umami Food District.

Albrekts Guld, Glensia, Guldfynd, Hallbergs Guld. Hours Klockmaster, Myrorna, Pandora, Thomas Sabo and Yaa Piercing are already part of the jewelry and accessories segment at Emporia.