“In a time where authenticity and timelessness are valued more than ever, it feels like a privilege to develop this unique cultural heritage. We look forward to introducing our textile art to even more people around the world,” says Anna Löwenhielm, CEO of Märta Måås-Fjetterström AB.

After more than 100 years since its inception, one of Sweden’s best-known brands, Märta Måås-Fjetterström, is embarking on a new journey with the opening of a store in Stockholm and the leadership of a new team. With the new management led by the Hult family and CEO Anna Löwenhielm, MMF is eager to expand into new markets while preserving its Swedish cultural heritage.

The new location on one of Stockholm’s most renowned streets, Strandvagen 13B, signifies the dawn of a new era for the company. The store, opening its doors on November 29th, gathers hand-woven works, exclusive vintage rugs and special orders from the studio in Båstad. Moreover, visitors have the chance to experience the traditional craftsmanship that is an MMF staple through the weavers working at looms.

Founded in 1919 by Märta Måås-Fjetterström, one of Sweden’s most prominent textile artists, the eponymous textile company has become known for its hand-woven rugs that combine art and function. Upon her passing, Måås-Fjetterström left a legacy of over 600 sketches and patterns, still woven today in the studio in Båstad. MMF’s rugs have since graced royal palaces, prestigious homes, and exhibitions worldwide.