Swedish Brand Bite Studios to Open at Harrods
LONDON — Bite Studios, the Swedish womenswear brand that focuses on organic fibers and fabrics, will open its first physical store in the new Harrods womenswear rooms in May, WWD has learned.
The brand was founded in 2016 by the married couple Veronika Kant and William Lundgren, and does the majority of its business in the U.S., selling at stores including Nordstrom, Neiman Marcus and Stanley Korshak. Stockists worldwide include Le Bon Marché and Printemps in France and Isetan in Japan.
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In department stores, the collection often hangs alongside brands including The Row and Khaite, although its prices are more accessible. They range from 180 euros for a jersey top to 2,300 euros for the most expensive coat.
With the Harrods opening, Bite Studios has become part of a growing cohort of Scandi names, including Totême and Ganni, that are expanding around the world.
“We’re better known internationally than we are in Sweden,” said the couple, both of whom are business school graduates. They started the brand because they saw a niche for sustainable fashion in their home market.
“One thing you learn at business school, and what I learned growing up, is that nature is a resource that you cannot take for free,” said Lundgren, who grew up in the far north of Sweden, in a town so remote it’s not even on Google Maps.
During a walk-through of the fall 2025 collection in Paris, Kant said that when she and her husband were starting out, there was very little sustainable fashion in Sweden.
“So many other industries — such as food and skin care — had adopted sustainable materials and ways of working, but not fashion. It wasn’t keeping up — and we wondered why,” Kant said. So they started their own brand with the aim of “blending strong design with an environmental philosophy. We want to set a positive example.”
The brand’s name reflects its mission. Bite stands for “By Independent Thinkers for Environmental progress.” The company works with a small library of materials including organic silk, responsible and organic wool, and recycled and regenerative synthetics. It does not work with conventional cotton, wool, silk or cashmere.
The collection, designed by an in-house team, is manufactured mainly in Italy and Portugal, with some pieces done in Sweden. All supply chains are certified. The brand’s green values also drive the aesthetics — the clothing is stylish, and there’s not a lot of excess fabric, or extraneous detail.
“We lean toward minimalism. With the designs, we’re thinking of a woman who needs a wardrobe that goes from the board room through to the evening. It has to be luxurious, and durable. We think of these pieces as ‘future’ wardrobe staples,” Kant said.
The fall 2025 collection features a lineup of crisp, lightweight cotton and printed silk tops, skirts and dresses. A suit was made from a blend of wool and silk, and featured the brand’s bestselling jacket, an oversize style that closes naturally, without any buttons.
There was knitwear and denim, too, and little detachable ruffle belts to jazz up the waistlines of skirts and jackets.
Asked why the couple chose Harrods for the first shop-in-shop, Kant said “they’ve been following us for a while — and they get us,” she added.
Simon Longland, buying director, fashion, at Harrods said the store is “constantly looking to champion brands that reflect our customers’ values and bring something truly unique to our offering.”
He added that “Bite Studios epitomizes a modern, yet timeless approach, blending exceptional craftsmanship with a strong commitment to sustainability. Their minimalist aesthetic and beautiful quality will resonate perfectly with our vision for the new womenswear floor, making them a natural — and valuable — addition to our curated selection.”
The Bite Studios shop-in-shop will be located in the designer womenswear spaces on Harrods’ first floor, which are currently undergoing a multiyear refurbishment. The project began in 2023, and will continue into 2026.
As reported, Harrods has been working with David Collins Studio to create a warm, beautifully lit environment, while the in-house team has also been thinking creatively, grouping brands and designers by theme and editing the shop floor so that it’s easier to read.
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