2_9_ScanMag_74_March_2015_Text_Q9_Scan Magazine 1 09/03/2015 23:11 Page 33
Scan Magazine | Culinary Feature | TotallySwedish
Photo: Carina Gran
“TotallySwedish is a food store, but at the same time we're so much more than that,” says owner and founder Annethe.
TotallySwedish and absolutely amazing In a small, newly decorated shop in central London the shelves and walls are filled to the very brim with Swedish delicacies and goodies: food, gifts, traditional souvenirs and snaps (of course). No matter what Swedish goods your heart desires, TotallySwedish are happy to fulfil your needs. By Astrid Eriksson | Photos: Monika Agorelius
The TotallySwedish store at 32 Crawford Street, perfectly situated between the Swedish Church and Swedish Embassy, is so newly renovated that you still can smell the paint from the walls. Ending the Christmas hysteria with a complete renovation makes for a clean slate and fresh start to what is going to be yet another successful year gearing up for Easter, a holiday filled with traditional food such as gravlax, children's sweets in pretty painted paper eggs, colourful feathers, witches and other typical Swedish Easter decorations. Activity is high as customers come in to explore the mouth-watering foods and Swedish design items. “TotallySwedish is a food store, but at the same time we're so
much more than that,” says owner and founder Annethe Nathan as a group of excited customers enters the store. “It’s more like a Swedish experience, recognition and exploration. People come in wanting to learn about Swedish traditions, or recommendations on what to cook if you want to treat someone to a Swedish feast.” TotallySwedish on Crawford Street celebrates its ten-year anniversary this year. A couple of years ago they opened a second store at 66 Barnes High Street, near the Swedish School, and their online store is working hard to provide the rest of the UK with whatever might tickle their fancy. “It’s fun to see that we have regulars online as well,” Nathan says with a smile. “Many of
the customers we used to see in the shops on a regular basis are now our most loyal online buyers. We pride ourselves on fast deliveries and it is so much fun being able to help people when they are unable to come see us in our stores.” With their stock of Swedish awesomeness and a burning desire to help, explain and introduce people to the traditions and flavours Sweden has to offer, Nathan and her TotallySwedish team are looking forward to a busy year which includes introducing new deli products. “We will never stop bringing in new and exciting products,” Nathan assures, determined to keep TotallySwedish within the lines which have made it such a success; the small shop with the big range.
For more information, please visit: www.totallyswedish.com
Issue 74 | March 2015 | 33