Sofia Andrén is a journalist and retail strategist known for transforming store spaces into emotional, engaging brand experiences. With a background that bridges psychology, design and sustainability, she explores how retail environments shape customer journeys and brand loyalty. At this year’s Nordic Organic Expo, Andrén will share her vision for the future of conscious retail – where storytelling, transparency and bold design meet the expectations of today’s values-driven consumers.
Sofia Andrén’s journey into the world of retail design didn’t start with products or profit margins. It began with a question: how does space shape a feeling? With an early fascination for the way environments influence human behaviour, she found herself drawn into the dynamic crossroads of psychology, design and business. What was once a curious passion has now become her professional compass – and she’s more inspired than ever.
– Retail is constantly evolving – there’s always something new to explore, she says.
To Sofia, a store that “feels right” is far more than a visual achievement. It’s a multi-sensory symphony: atmosphere, layout, light, scent and sound all playing their part. And at the heart of it all? The brand’s soul – carefully translated into space. Her process begins with empathy, deep brand understanding and a clear intention: to make the customer feel something real.
– The challenge and the joy is creating spaces that are intuitive, emotional and deeply connected to the brand, Sofia explains.
But she’s also quick to point out that design isn’t art for art’s sake. It must function – and perform. Every detail in the space has a job: to inspire, to convert to tell a story. For Sofia, great retail balances beauty with purpose, storytelling with sales. And when it works? It becomes unforgettable.
– A great retail space drives sales, builds the brand and leaves a lasting impression.
In recent years, Sofia has watched – and helped guide – a powerful shift in retail thinking. It’s no longer just about selling. It’s about meeting, belonging and aligning with values. As consumer expectations have evolved, so has her approach. Her focus is now on designing stores that foster relationships and inspire return visits – not just purchases.
– Retail has moved from transactions to connections – and design must follow.
Especially for conscious consumers, authenticity is everything. For Sofia, that means the retail space itself must tell a story – a real one. Whether it’s organic skincare or sustainable fashion, she believes customers want to see their values reflected, not just in products, but in the very walls and layout of the space.
– Stores today must be more than a point of sale – they need to reflect transparency, values, and truth,” she says.
As she looks ahead, Sofia’s vision for the future of retail is bold, grounded and refreshingly human. For her, organic isn’t just a label – it’s a mindset. One that demands trust, transparency and bold creative thinking. Her mission is clear: to help brands build spaces that don’t just sell but mean something.
– The future of retail isn’t just about selling organic – it’s about designing experiences customers can believe in.
By Rebecca Hyde-Price Aggestam
