Swedish sportswear brand ICANIWILL (ICIW) is taking another step in its Finnish growth journey by opening an outlet store at Helsinki Outlet. The store is set to open in autumn 2026, making ICIW's collections more accessible than ever to Finnish customers. The opening builds on the momentum of ICIW's first Finnish store in central Helsinki and reflects the brand's ambition to meet its community in more places, in more ways.
Since entering the Finnish market through e-commerce and selected retail partners, ICIW has steadily deepened its presence – most recently with the opening of its first physical store on Aleksanterinkatu in central Helsinki. While the Aleksanterinkatu store offers the full ICIW brand experience in the heart of the city, the new outlet store complements it with a distinct role: bringing ICIW's training-driven world to a new setting, where customers can discover brand favourites and previous-season collections.
Our Aleksanterinkatu store was about inviting customers into the full ICIW world. The outlet plays a different but equally important role – it opens another door to the brand and brings ICIW closer to even more people in Finland. It's about giving our community more ways to experience ICIW, whatever brings them through the door, says Ebba Lange, Chief Marketing Officer at ICANIWILL.
The outlet brings together training wear and accessories for both women and men in a space built around the same purpose and energy that define ICIW. Customers can explore a rotating selection of pieces, backed by the personal, knowledgeable service the brand is known for.
The opening reinforces ICIW's commitment to the Finnish market and continues a phase of growth in which the brand becomes more present and more accessible across the country.
The store is set to open at Helsinki Outlet in autumn 2026. The exact opening date will be announced closer to the launch.
ICANIWILL (ICIW) is a Swedish sportswear brand with roots in gym culture. The brand develops training apparel designed for performance, comfort and confidence, with the ambition to inspire people to challenge themselves and achieve their goals. Today, ICIW’s collections are sold globally through its own e-commerce, brand stores and selected retailers.
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