Bob W has secured its first property in Sweden, which completes its expansion in all four Nordic capitals. The property, previously a seven-story hotel in Stockholm’s central Norrmalm district, will be converted into a tech-powered, design-led space, expected to be completed by summer 2025.
This collaboration between Bob W and Swedish landlord Altira marks Bob W’s entrance into the Swedish market, adding to its presence in 17 cities across 10 countries. The property’s central location allows guests easy access to cultural attractions, entertainment, business hubs, and public transportation.
The property will be redesigned by Stockholm-based Note Design Studio, known for its sustainable and innovative design projects. The collaboration underlines Bob W’s commitment to creating immersive guest experiences that showcase local culture and align with its eco-conscious approach.
Victor Hallengren, Head of Investments at Altira, expressed excitement about the partnership with Bob W. At the same time, Johannes Karlström, a founding partner at Note Design Studio, highlighted the project’s potential to energize Stockholm’s hospitality scene.
Niko Karstikko, Co-founder of Bob W, highlighted the significance of expanding into the Stockholm market and expressed anticipation for introducing their hospitality concept to one of Europe’s most dynamic cities. The new Bob W will offer a combination of studios with kitchens and one-bedroom apartments, providing a flexible and convenient place to stay for guests.
Bob W earned a Net Promoter Score (NPS) of 77 and an average guest rating of 4.7 out of five stars, making it a highly rated international hospitality provider. Its digital services include an app-based front desk and customer service, as well as a ‘marketplace’ that connects guests to local amenities and experiences. The company plans to open its Stockholm property in 2025 and expand in Sweden and beyond.
Nordic Hotel Consulting advised Bob W on establishing its Swedish entity and finalizing the lease agreement.
