In Pictures: Klättermusen unveils first UK store on London’s King’s Road

Swedish mountaineering brand Klättermusen has unveiled its first UK store at 36 King’s Road in London.

The 969 sq ft space from the premium outdoor brand, which is stocked by the likes of END, Mr Porter, Matches and specialist outdoor retailers such as like Outsiders, Cotswolds and Neville Sports in the UK, marks the brand's first standalone store in Europe.

It already operates stores in Tokyo, Seoul, Busan, Beijing, Shanghai and Hangzhou.

Gonz Ferrero, Owner and CEO of Klättermusen, said: "We are starting our European retail expansion this year with our first neighborhood store – featuring a curation of best sellers, in London, and have big plans for the rest of Europe in the coming years.

"With this milestone of our first store in the UK, we continue to increase our retail presence, engaging with vibrant local communities and encouraging them to go outside and to look at the outdoors with a different perspective.

"The King’s Road is a residential area with a rich history of independent thinking and that fits very well with our brand values, something we have been doing for the last 50 years."

As well as marking its latest retail expansion, Klättermusen hopes that the new store will help raise the brand's profile in the UK and attract other key retailers looking to stock it.

Ferrero added: "Of course we want to continue working with specialist retailers who understand that outdoor equipment can be done with a carefully crafted and premium approach, and who have the customers who appreciate that.

"Klättermusen brings a considered craftmanship to outdoors equipment, with consideration on materials, constructions and aesthetics that have almost disappeared. Our attention to detail, making functionality a priority, is based on continuously refining and reiterating our products, since 1975.

"We target the conscious connoisseur and seasoned or aspiring outdoor enthusiast. We believe the mountaineer spirit is not only present in ‘outdoor people’. Independent thinking and considered lifestyle choices are core to Klättermusen’s brand values, and our customers respond to that genuine authenticity in our products."

Key pieces now available in the new store include Klättermusen’s insulation products, such as the ‘Atle 3.0’ midweight down jacket, the waterproof ‘Allgrön 2.0’ jacket, and the ‘Brage 2.0’ ski set.

To celebrate the store opening, Klättermusen will be hosting a traditional Swedish celebration of Lucia Day on 16 December, "serving up a cup of Glögg, baked Lucia buns and a candlelit Santa Lucia procession".