ICANIWILL expands retail presence – opening first store in central Helsinki

Swedish sportswear brand ICANIWILL (ICIW) is taking a significant step in its international expansion by opening its very first physical store – in Helsinki. The store will open its doors on November 8 at Aleksanterinkatu 17, right in the heart of Helsinki. This establishment strengthens ICIW’s position in the Finnish market and marks the beginning of a new phase in the company’s growth journey.

In recent years, ICIW has built a strong presence in Finland through its own e-commerce and collaborations with selected retail partners. With the launch of a dedicated store, the company is now taking the next step by adding a physical dimension to its offering – an important move to deepen relationships with existing customers and accelerate its continued growth in the Nordic region.

– Opening our very first store is a milestone in our development. For the first time, we can invite our customers into an environment that fully reflects the ICIW brand. Here, we are creating a space where our Finnish customers can meet, be inspired, and experience the brand in a completely new way. It’s an important step in building closer relationships with our customers while strengthening our presence in Finland, says Anders Wallstedt, CEO of ICANIWILL.

The store will serve as a unique destination where ICIW’s latest collections and bestsellers for both women and men are brought together under one roof. Function, design and service come together in an inspiring and welcoming space with training at its core. Customers will be able to discover new arrivals, receive tailored advice for their training needs, and be inspired by carefully curated campaigns and collaborations. The ambition is for every store visit to feel personal and engaging, with room for service, dialogue and inspiration. The store will also serve as a natural meeting place for ICIW’s community in Finland – extending the experience far beyond the purchase itself.

– With our Helsinki store we are strengthening our presence and creating a platform for further growth. Customers will be welcomed by personal service, inspiration and the opportunity to experience our products up close. This is a unique opportunity to deepen the customer experience and at the same time reinforce ICIW’s brand in Finland, continues Anders Wallstedt.

The opening in Helsinki marks both a historic moment for ICIW and the beginning of a new journey where the brand becomes more accessible than ever before.

The store opens on November 8, 2025, at Aleksanterinkatu 17 in Helsinki.