Stockholm site secured
The hospitality operator has signed a lease for its first property in Sweden, marking a major step in its European expansion and completing its presence across all four Nordic capital cities.
The Stockholm property, a seven-storey former hotel building, is in the heart of the city centre’s Norrmalm district.
It will undergo comprehensive refurbishment works to transform it into a Bob W building. The operator has partnered with Swedish-based Altira to convert the site, which is expected to be completed in summer 2025.
The renovations will keep with Bob W’s tech-forward ethos, and prioritise sustainable design and immersive guest experiences.
The aparthotel will be a combination of studios with kitchens and one-bedroom apartments all backed by apps that provide a digital front desk and robust customer service.
The operator’s ‘marketplace’ also connects guests to local breakfast spots, gyms, facilities, and a host of digital products to ensure a truly local experience.
Guests can easily select super-early check-ins or late check-outs based on live availability and have access to the mainly chat-based perfect host ‘Bob W’ for recommendations and local tips.
Bob W will also collaborate with local, Stockholm-based Note Design Studio to deliver the project.
Johannes Karlström, a founding partner at the award-winning studio, said they were excited to partner with Bob W, a “fast-growing challenger in the hospitality market”.
“Our understanding of the design qualities demanded by the modern traveller, paired with Bob W’s sustainable, tech-powered offering, brings an innovative and energetic boost to Stockholm’s hospitality scene,” he added.
The Stockholm outpost gives Bob W a presence in the final remaining Nordic capital for the company, and pushes forward Bob W’s rapid expansion plans across Europe. The group currently has a presence in 17 cities across 10 countries.
Niko Karstikko, Co-founder of Bob W, said: “Stockholm is a market we have always wanted to enter and this expansion marks a key milestone for Bob W’s growth strategy. We are now present across all Nordic capitals, further solidifying our market leadership. We’re excited to introduce our flexible hospitality concept to one of Europe’s most dynamic cities.
“The new Bob W caters to today’s generation of guests that are looking for the consistency of a hotel with the comfort of a home, and a place to work, as well as rest. Perfect for stays ranging from days, weeks to months, our apartments blend local design influences with bespoke technology and offer a sustainable, flexible and convenient place to stay in one of the best locations Stockholm has to offer.
“We will open the doors in 2025 and continue to explore and identify more suitable assets across Sweden and beyond.”
Bob W furthers disruption
Bob W is one of Europe’s best-ranked international hospitality providers and currently has a Net Promoter Score (NPS) of 77 and an average guest rating of 4.7 out of five stars.
Bob W was advised by Nordic Hotel Consulting to establish its Swedish entity and finalising the lease agreement.
Launched in 2019, Bob W is a tech-powered hospitality operator offering an alternative to mainstream hotels and traditional short-term rentals.
The company has secured over €70 million in funding to date and is backed by venture capitalists, family offices, and entrepreneurs. This includes Evli Growth Partners, ByFounders, Flashpoint, IDC Ventures, Elevator Ventures, Verve Ventures, NREP, Tesi, Taavet+Sten (the investment firm of Wise’s founder Taavet Hinrikus and Sten Tamkivi), Wolt co-founder Miki Kuusi, and Supercell co-founders Ilkka Paananen and Mikko Kodisoja.
