MQ Marqet

MQ Marqet is a Swedish fashion retail chain selling womenswear and menswear, built on the legacy of the MQ chain. Since 2019 it has operated as a concept store format focused on workplace fashion and lifestyle.

What is MQ Marqet?

MQ Marqet is a Swedish fashion and lifestyle retailer that grew out of the MQ chain, a long-established name in women's and men's fashion in Sweden. In November 2019, MQ Holding announced that the chain would be renamed Marqet and converted into a concept store format under the idea Work in Progress.

History

The first Marqet concept store opened on Drottninggatan in Stockholm, followed by stores in Gothenburg and Malmo. The remaining 119 MQ stores were to be converted to the new format during 2020, and an online store was launched at the same time. The chain later made a new start under new owners, reopening stores as MQ Marqet.

Products and positioning

Marqet focuses on workplace fashion with broader product categories than a classic clothing chain. The concept included co-working spaces, pop-up collaborations and room for external partners, along with services such as:

• Second-hand garments and collection of worn clothing for reuse
• Tailoring and clothing rental
• Store interiors using upcycled materials from Swedish industries

Distribution

MQ Marqet sells through its own stores in Swedish shopping centres, such as Westfield Nacka Forum, and online. MQ also expanded into new markets through the Zalando marketplace.

Why it matters

MQ Marqet is an example of a traditional fashion chain reinventing its store model around services, circularity and a clear customer occasion rather than product alone.

Frequently asked questions

What is MQ Marqet?

MQ Marqet is a Swedish fashion chain that developed from MQ and was relaunched in 2019 as a concept store focused on workplace fashion.

Where is MQ Marqet from?

MQ Marqet is from Sweden, where it operates stores in shopping centres and sells online.

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