A century of fashion and tradition

In the heart of Kiruna’s new city center, where modern buildings rise to the sky, lies an ancient treasure that has survived both the test of time and a historic urban transformation. Centrum JW Lindgren, Kiruna’s classic clothing store, will turn 100 years old in 2025. The birthday itself was celebrated in February with a large turnout of customers, and the pride is unmistakable. Owner Johanna Lindgren Ringholt says that the 100-year celebration is not over yet, the store will be bubbling all year round.

A family tradition for four generations

It was in 1925 that JW Lindgren founded the shop in the well-known Centrum building in old Kiruna. The building itself has an impressive history of female entrepreneurship and art – there is a documentary on SVT Play that tells its story. Today, the building has been demolished as a result of the huge social transformation taking place in Kiruna, and the shop can now be found in one of the malls in the center of town. Despite the fact that the walls, the roof and the surroundings outside are completely new, the historic soul of the shop remains inside. Today, the shop is run by Johanna Lindgren Ringholt, a fourth-generation trader, who took over from her father Janne. With yearbooks in hand from the first day in 1925 – filled with stories and advertisements over 100 years, she smilingly describes the feeling of reaching the 100-year mark: “It’s surreal, goosebumps. We have always thought about that day and now we are here. “

Next to her in the shop’s small living room is a photograph on the dresser; it’s Johanna herself in the picture, but that was many years ago. It’s a ten-year-old smiling at the camera with hockey legend Börje Salming. Her father Janne suddenly appears in the shop, something he does from time to time. He’s retired now, but his valuable perspective and, above all, the joy of customers buzzing with their former salesman creates a genuine and personal atmosphere in the store. He too confirms what Johanna says: “The idea of turning 100 years old, well it has been with me for 52 years”.

More than a shop – a meeting place

The living room is located in the back of the shop, right next to the tailor’s workshop. With beautiful furniture and local art, it not only brings us together today for the conversation about the 100 years celebration – no, it brings the stories together, helping the people of Kiruna to meet and remember. This is important in a city like Kiruna, which is losing its historic buildings, because even though they are just materialistic buildings, their walls carry the stories. The Centrum clothing store has really managed to preserve its genuine and personal charm. In addition to the yearbooks, there are also unique objects and, above all, a miniature of the old building that opens up conversations among the store’s customers.

In addition to its history, the company has something unique. They have been running a clothing store for 100 years. Johanna talks about challenges and especially the more definitive challenge that used to be called mail order and is now called online. Yes, we all know that and most people have also bought clothes online. Despite the digital competition and circumstances that few companies in the industry can survive, Centrum stands firmly as a symbol of quality, knowledge, care and service and it is precisely these words that Johanna describes as the success factor:
“We choose garments carefully and stick to products that we know will last. If we receive too many complaints about a product, we remove it from the range” , says Johanna and continues: “Since the start of the store, we have a wide range of products, both in lower price ranges and expensive items. We have products for all ages and we try to be responsive to customers, what do they want and what do they need? And we try to complement other stores with goods that are not available in Kiruna. For example, shirts that spill off or pants made of bamboo.”

100th anniversary offers more celebrations

Centrum celebrated its 100th birthday on February 13, 2025 with cake, lots of hugs, flowers and warm words. But the celebrations don’t end there. Throughout the year, the store will organize various events such as a big party in the autumn and an exclusive evening in April at Spill restaurant, where fashion, show and history mix. Centrum JW Lindgren is more than a store – it is part of Kiruna’s history and future. Proof that dedication, customer intimacy and a strong family tradition can withstand the challenges of time and industry. We look forward to the next 100 years!

Text: Matilda Niva