Soft Goat expands in UK with Harrods, Browns, and opens standalone in Oslo

The UK economy may face challenges but Britain remains an important target market for brands and Swedish knitwear label Soft Goat is growing there, as well as expanding in its native Scandinavia.

It’s strengthening its UK presence through none other than Harrods, which makes sense given Harrods’ status as one of central London’s leading destinations and its must-visit appeal to both UK shoppers and affluent tourists.

The label — which is known for contemporary luxury knits in cashmere — also recently opened its first international store in Oslo, Norway, more of which later. 

First, the UK. It has seen a steady rise in demand from British customers and first launched into the country physically via a space in Selfridges last year. 

It’s also now available via Browns and this latest expansion in Harrods “reflects Soft Goat’s ongoing strategy to partner with highly curated stockists that share and highlight the brand’s vision, while elevating the experience for customers who value timeless design, uncompromising quality, and contemporary luxury”. 

It said that by partnering with Harrods, Soft Goat “places its contemporary luxury knits within a retail environment that shares its values of curation, exclusivity, and quality”.

It’s being showcased on the fourth floor in the Contemporary & Denim department and “becomes part of a carefully designed edit of brands that complement modern lifestyles”.

In parallel, the Browns launch sees it available online, “while also gaining access to the brand through Browns’ by-appointment luxury private shopping service. This allows clients to experience Soft Goat’s craftsmanship in an intimate and personalised retail environment, ensuring a curated approach tailored to each customer”.

Its arrival at Selfridge last year saw it opening a 20 sq m pop-up store launched in Q4. Originally scheduled for two months, the installation was extended until April 2025 “due to strong customer demand”. Following the pop-up, Soft Goat has continued to be available in Selfridges’ Contemporary Studio space.

Meanwhile, the Oslo store (pictured above) is located on Prinsens gate 27 in the heart of the city and it’s the brand’s first store outside of its home market.

Created in collaboration with Daniel Östman and Hultman Vogt, it translates Soft Goat’s “minimalistic yet vibrant aesthetic into a calm, tactile environment where every detail is considered”. 

The 60 sq m space also debuts a new physical retail identity that will be rolled out across all future locations.

The design is grounded in natural materials with birch wood, rich textiles, blackened brass and marble flooring. Bespoke lighting traces clean lines through the space. And the company said the “raw tactility of the materials is intentionally set against the softness of Soft Goat’s plush knits, creating a dialogue between structure and comfort that underpins the design language – soft, scalable, and balancing femininity and masculinity”.

The fitting rooms are “wrapped in a soft yet striking pink, adding a refined sense of warmth and intimacy that heightens the act of trying on knitwear and subtly nods to modern femininity”.