2025 was a strong year for Grand Samarkand. The high visitor numbers and strong revenue are helping to further solidify Grand Samarkand’s position as the leading trade and meeting venue in the region.
This development is a clear result of the long-term efforts made to create a relevant and diverse mix of stores, attractive experiences, and strong local engagement. During the year, both foot traffic and purchasing power increased significantly—with a 1.9% rise in visits in 2025 compared to 2024.
“2025 has been a very strong year for Grand Samarkand. We’re seeing a welcome increase in visitor numbers, which confirms our position as a popular and relevant shopping center with strong roots in our catchment area,” says Lovisa Hegborn, center manager at Grand
Lovisa continues:
-The fact that businesses like ESSNCE have chosen to host pop-up events with us shows that Grand Samarkand is seen as an attractive venue even for new and groundbreaking concepts. At the same time, we have been working purposefully to foster local partnerships and organize smaller community events that contribute to social sustainability and strengthen our relationship with our visitors. It is also very encouraging that many of our stores have chosen to renovate, expand, and continue investing in their businesses—a clear sign of confidence in the future and long-term commitment.
Grand Samarkand offers a strong mix of well-known chains, popular local businesses, and temporary pop-up concepts. Over the past year, several stores have been updated to reflect the chains’ latest concepts, demonstrating a clear commitment to investing in their locations within the shopping center. Among others, KICKS, Hemtex, and Sushi Yama have expanded and renovated their spaces.
These investments have further strengthened the retail mix and the center’s appeal, contributed to a broad and balanced selection of stores, and increased local purchasing power. At the same time, new target groups have been attracted to Grand Samarkand.
Combining experiences with retail is a key factor for success. Through new event concepts, close collaboration with stores, and a clear focus on building relationships, we create attractive and vibrant environments. Events and local partnerships not only generate increased foot traffic but also contribute to higher sales for tenants.
During the summer months, Grand Samarkand launched a partnership with the City of Växjö and the Växjö Tourist Office by setting up staffed information desks in the shopping center. For eight weeks, hosts greeted tourists and visitors from other towns and countries, helping to create a welcoming and service-oriented atmosphere.
Grand Samarkand also places a strong emphasis on children, young people, and community organizations. Each year, a scholarship is awarded to dedicated individuals and youth leaders—including those involved with Öster i Samhället and IFK Växjö—as part of the center’s long-term commitment to the community.
Buoyed by its record results, Grand Samarkand is looking ahead to the coming years with great optimism. Planning is already underway for new store openings, brand updates, and continued efforts to develop the shopping center as a vibrant destination for shopping, services, and social gatherings.
"Our goal is to continue growing alongside our tenants and visitors. 2025 clearly shows that we are on the right track," concludes Lovisa Hegborn.