About Depart.A.Mental

The shops that used to introduce people to new brands are disappearing, right as physical retail matters more than ever for discovery, community and conversion. Depart.A.Mental is Co-X's answer: department stores where independent brands run their own space, not a warehouse and a shipping label.

It started as a pop-up on Level 1 of Westfield Mall of Scandinavia in April 2023. It stuck. Four stores later (Stockholm Arlanda Terminal 5, Westfield Mall of Scandinavia, Asecs in Jönköping and Krämaren in Örebro), over a million people have walked through.

We build rooms where brands meet customers properly, with space, context and staff who know the product.

Co-X, the company behind it, calls the model co-retail. Scandinavian MIND put it more simply: what co-working became for offices, co-retail is becoming for shops. "We offer co-retail to brands as a way to help them stay in control and reach customers physically without having to create their own retail," says Clara Lindsten, COO and co-founder of Co-X.