Retailing, Circular Economy The "world's first circular store," where any garment can be bought new, rented or subscribed to, just opened.
Houdini Circle on Norrlandsgatan 12, Stockholm: "If we want to truly transform our industry, we need to start offering seriously better alternatives to what’s out there, and make sure these alternatives are accessible to more people." - Eva Karlsson, Houdini CEO
"Challenging traditional consumption patterns, Houdini Circle is about putting your needs first, while at the same time offering a more sustainable alternative to the linear business models that still prevail when it comes to consumer goods. It's not just a smarter way to access your favorite outdoor gear. It is something we create together, and together we can care for resources, give more people access to the experiences that we love and, honestly, redefine the whole idea of consumption. Nice, right?" - Houdini Circle Website
