En Doft Debuts Flagship Store in Stockholm with All Matters Studio's Minimalist Design

March 19, 2026

En Doft, a Swedish-Danish fragrance brand, has launched its inaugural store in Stockholm. Designed by its sister company, All Matters Studio, the retail space embodies a minimalist aesthetic with precisely crafted details. Located in the vibrant Södermalm district, known for its creative atmosphere, the store aims to be more than just a retail outlet, doubling as a venue for exhibitions and events. This expansion marks a significant step for En Doft, allowing customers to immerse themselves in the brand's ethos and the artistry behind its unique scents.

Step into a World of Scent and Serenity: En Doft's Stockholm Flagship

Unveiling the Essence: En Doft's First Permanent Retail Experience

The Swedish-Danish perfume label, En Doft, has officially opened its doors to its first dedicated retail location in the heart of Stockholm. This significant milestone was brought to life through the creative vision of its affiliated design firm, All Matters Studio, which meticulously crafted an environment prioritizing refined details and a streamlined aesthetic.

A Creative Hub in Södermalm: Beyond Retail

Nestled within Södermalm, a dynamic neighborhood celebrated for its array of design-forward enterprises, the newly established store is envisioned as a multifaceted space. It will not only function as a point of sale for En Doft's exquisite fragrances but also as a vibrant platform for hosting diverse exhibitions and cultural gatherings, fostering community engagement.

Experiencing the Craft: A Direct Connection to the Brand

Fredrik Widén, a co-founder of both All Matters Studio and En Doft, articulated that the store offers visitors an intimate opportunity to personally engage with the fragrances. Furthermore, it provides a unique avenue for the brand to convey the foundational concepts, premium materials, and skilled artistry that define its identity and creations.

A Space for Connection: Gatherings and Artistic Showcases

Widén elaborated on the store's broader mission, highlighting its role beyond conventional retail. He shared that the venue is slated to host a variety of occasional social events, after-work functions, and window displays, showcasing the works of designers and artists held in high regard by the brand.

The Genesis of a Scent Journey: From Copenhagen to Stockholm

The collaborative journey into the world of scent for Widén and Anne-Mette Krolmark, his partner at All Matters Studio and an architect, commenced in 2022. Their partnership with French perfumer Emmanuel Martini led to the establishment of En Doft, complete with a fragrance laboratory situated in Copenhagen, and notable pop-up showcases at events like Stockholm Design Week and 3 Days of Design.

An Unexpected Opportunity: Securing the Perfect Location

The acquisition of their inaugural permanent retail space unfolded in an unanticipated manner. Widén recounted how a friend, noticing an empty storefront, promptly sent a photograph of the 'for lease' sign displayed in its window, leading to this fortuitous opening.

The Philosophy of Design: Restrained Elegance and Focus

The store's interior embodies a minimalist design philosophy, meticulously conceived to echo the tranquil and understated essence of En Doft. Widén clarified that while the fragrances themselves are rich and multifaceted, the spatial design deliberately embraces a sense of restraint and simplicity, creating a serene atmosphere.

Highlighting Key Elements: A Symphony of Materials and Color

Within this minimalist setting, specific elements are strategically positioned to capture attention. These include All Matters Studio's signature Frame_05 table, which artfully combines raw aluminum profiles with a striking red limestone surface, alongside an unadorned display shelving system crafted from folded steel.

Harmonious Tones and Textures: The Material Palette

A profound shade of red was chosen for both the ceiling and the back area, subtly harmonizing with the natural tone of the limestone. Complementing this, Bolon's Riff carpet tiles were selected to introduce a tactile and textured flooring surface, enhancing the overall sensory experience of the space.

Seamless Integration: Connecting to Community and Craft

A doorway gracefully connects the retail space to an adjacent cafe, framed by a timber structure featuring intricate overlapping corner details. This design choice thoughtfully mirrors the distinctive aesthetic found in All Matters Studio's asymmetrical Pinne_04 stacking chairs, fostering a sense of continuity and shared design language.

Artistic Screening: A Textile with Natural Inspiration

This connecting doorway can be discreetly concealed by a custom-designed textile sourced from the Swedish fabric innovator, Astrid. The fabric boasts a delicate pattern that evokes the organic beauty of wild grasses, adding an artistic and serene element to the environment.

Reflective Displays: Showcasing Fragrance as Art

For the initial window display, perfume bottles are elegantly presented atop cylinders that ingeniously blend mirrored and translucent materials. This arrangement creates a captivating interplay of light and reflection, transforming the fragrances into visual art pieces.

An Invitation to Immersion: A Space for Pause and Discovery

Widén further emphasized that the store's clean lines and authentic materials contribute to an interior that exudes a tactile, understated confidence. Visitors are encouraged to explore the intricate composition, historical background, and inspiring origins of each fragrance within a setting meticulously designed to foster concentration and profound immersion, offering a tranquil sanctuary for sensory exploration.