Bob W expands presence in Nordic capital with new Stockholm property

Bob W has acquired its first property in Sweden, completing its expansion in all four Nordic capitals. The former seven-story hotel in the Norrmalm district of central Stockholm will be transformed into a technology-powered, design-led space, with completion expected in summer 2025.

This cooperation between Bob W and Swedish landlord Altira marks Bob W’s entry into the Swedish market, expanding its business to 17 cities in 10 countries. The hotel’s central location provides guests with easy access to cultural attractions, entertainment venues, business centers and public transportation.

The property will be redesigned by Stockholm-based Note Design Studio, known for its sustainable and innovative design projects. The partnership underscores Bob W’s commitment to creating immersive guest experiences that showcase local culture while being ecologically conscious.

Altira Investment Director Victor Hallengren expressed excitement about the partnership with Bob W. Meanwhile, Note Design Studio founding partner Johannes Karlström highlighted the project’s potential to inject vitality into Stockholm’s hospitality industry.

Bob W co-founder Niko Karstikko stressed the importance of expanding into the Stockholm market and said they look forward to introducing their hotel concept to one of Europe’s most dynamic cities. The new Bob W will offer a combination of studios and one-bedroom apartments with kitchens, providing guests with flexible and convenient accommodation.

Bob W has a Net Promoter Score (NPS) of 77 and an average guest rating of 4.7 out of five stars, making it a highly regarded international hotel service provider. Its digital services include app-based front desk and customer service, as well as a “marketplace” that connects guests to local amenities and experiences. The company plans to open a Stockholm hotel in 2025 and expand in Sweden and beyond.

Nordic Hotel Consulting advised Bob W on setting up his Swedish entity and finalizing the lease agreement.