Opening a retail store in an industry in which online media and online stores are overtaking control seems precarious for many
On one of central Stockholms’ renowned shopping streets, Krukmakargatan, located in the district of modernity and creativity — Soedermalm — one encounters the independent magazine retailer Papercut. Co-founder Alexander Dahlberg, who had worked in the print sector for his whole career, established the concept together with his partner Andreas Frykund in 2008. Next to the concept store Nitty Gritty or boutiques such as Our Legacy and Uniforms for the Dedicated, the store effortlessly affiliates into the contemporary scene of the city and counts to one of the finest curated Swedish retailers of its kind, attracting many students, creatives and international visitors.
Around 1500, the southern district Soedermalm served its purpose as the poor working-class suburb of Stockholm. Built on one of the Swedish capital’s fourteen islands, connected through historical bridges, the area began to evolve with the years. The introduction of organized cleaning and sanitation around 1856 as well as industrialization in the 19th century, lead to an increase in population and the city’s redevelopment.
The infrastructure improved — universities, libraries, museums were built, and parks laid out, which attracted an international visitorship. Today, the neighborhood Soedermalm owns the reputation of being one of the most attractive parts in Stockholm, admired by many art school students and creatives.
When Alexander Dahlberg came up with the concept of Papercut, his intention laid in offering creatively involved people a broad selection of independent magazines, films, or stationary. Our ambition is to be the ultimate store for people who consider fashion, art, design, music, and film to be an important part of their life, Dahlberg writes on the shop webpage. The shop locality on Krukmakargatan 24-26, initiated the final realization of the concept.
A glass-front enables window shoppers to catch a glimpse of the enormity of the magazine selection and the shop inside. The store interior is kept in a clean yet urban aesthetic, capturing the city’s spirit and Scandinavian character. The high concrete ceilings illuminated by white neon lights, walls covered in magazine shelves, and square book islands, invitingly showcase the diversity of publications. Whilst there is no specific merchandise, the importance lays in the spacing of magazines, Dahlberg explains.
Known for the broad selection of independent publications and book titles, the store not only attracts Swedish citizens but evolved into an internationally known retailing address for art and fashion enthusiasts. From British titles such as Another, i-D, Monocle or British Vogue, over German magazines like 032c to French Antidote, Danish Dansk magazine or a selection of Swedish names.
The collection touches fifty-seven categories, various countries, and continents and is always evolving, adapting to trends and demands. If you’re on the look for something new, seeking inspiration or need a gift for someone, we think you won’t be disappointed stepping over the threshold to our store, Dahlberg mentions. The stationary or gifting sections feature a range of thoughtfully curated mugs by the Swedish ceramic house Studio Arhoj and Emily Bronte, pieces by David Shrigley, notebooks, pens, or scented candles.
Opening a retail store in an industry, in which online media and online stores are overtaking control seems precarious for many. Trust in local support is a prerequisite. Recognising an international clientele and reputation purchasing from their store, Papercut started offering a second mainstay, the Papercut online shop. They provide customers worldwide with their renown selection of titles, gifts and stationary. The shop counts to one of the addresses creatives one must visit when staying in the Swedish capital.
Krukmakargatan 24, 118 51