Risk

As a company which is already trading successfully throughout Europe, a reasonably budgeted transition into the Swedish market should not pose a particularly high financial risk.  And given the aforementioned similarities in style and design along with the local appreciation for fashion and high profile location, generating foot traffic and creating interest are not likely to be of great concern either. 

The biggest concern will be differentiation and customer conversion. To enter a market which already embraces a general style and aesthetic very similar to that of WHISTLES means a risk of over-saturation. Careful analysation of what is and is not already offered by the competition will help to create an entry strategy focused on clear branding and intelligently edited product. This will ensure new customers understand why WHISTLES stands out from it’s competitors.