Stockmann’s new launch: NOOM X Henna Lampinen collection designed for plus-size women

Stockmann, Press Release 27 February 2025

Stockmann will introduce a new women’s clothing collection focusing exclusively on plus sizes. The collection, available only at Stockmann, is under Stockmann's own NOOM brand and has been designed in collaboration with award-winning designer Henna Lampinen. Stockmann examined the wishes of plus-size customers and the new collection responds to the challenges highlighted by the survey. The NOOM x Henna Lampinen collection will be available in all Stockmann department stores and online at stockmann.com from 1 March.

At the beginning of March, Stockmann will launch a clothing collection for women featuring only plus sizes. Winner of the Young Designer of the Year 2023 award, Henna Lampinen has designed the collection for Stockmann's own NOOM by Stockmann brand. The clothes of NOOM, founded in 2012, are designed at Stockmann’s Design Studio in Helsinki. The NOOM x Henna Lampinen collection includes a diverse range of tops, bottoms and dresses made from high-quality materials. The items in the collection are designed to be easy to combine with each other.

“At Stockmann, we want to offer high-quality, inspiring fashion to each and every one of our customers. However, the feedback we received and the customer survey we conducted showed that we had work to do in the plus-size fashion area. With this spring collection, we want to respond to our customers' wishes and we believe that more and more of them will now find their wardrobe favourites and refreshing splashes of colour with us," says Erika Ahlberg, Category Manager, Fashion Own Brands. 

In her own design work, Henna Lampinen focuses particularly on plus-size fashion and has taken a prominent stand for more accessible fashion. The new collection continues the collaboration between Henna and Stockmann, which started with the Henna collection last summer.   
 
“The cooperation with Stockmann and the NOOM brand feels meaningful, especially at a time when many stores are either downsizing their plus-size ranges or shifting them online. This collection is a concrete step towards making more plus-size people feel seen and welcomed as Stockmann customers. I hope that Stockmann’s example will inspire other Finnish operators in the field to expand their size range," says Lampinen, who designed the collection. 

Stockmann wants to respond to customer demand for plus-size fashion

About a year ago, Stockmann studied the wishes of its plus-size customers through a survey. The analysis of the survey was compiled from the 280 responses of those who said they wore XXL or larger sizes. 

Customers highlighted the following issues in particular as problems when shopping for clothes at Stockmann: 

1) the limited range of sizes in plus-size fashion

2) too few colour and style options 

3) a narrow selection of products for festive and casual wear

4) the price-quality ratio and choice of materials 

5) poor availability of the selection in department stores and online 


The NOOM x Henna Lampinen collection responds to the challenges expressed by customers in the survey: 

1) The collection is available in plus sizes 48-54 only, and in a variety of colours and styles. 

2) Besides classic colours, there are blouses and dresses in glowing spring colours. In addition to one-colour products, the collection's blouses and dresses are brightened up by Henna Lampinen's design inspired by a maidenhair tree.

3) The designs of the collection are also easily adaptable for more festive occasions. 

4) The NOOM x Henna Lampinen collection is made of high-quality, breathable fabrics, such as linen and viscose, ideal for spring and summer.

5) The collection will be available in all Stockmann department stores in Finland and the Baltics and online at stockmann.com.  


Further information:
Erika Ahlberg, Category Manager, Fashion own Brands, Stockmann, tel. +358 50 583 4481

Stockmann is a marketplace for a good life, founded in 1862. Its department stores are known for high-quality selections of fashion, beauty and home brands. In the Baltics, Stockmann also offers quality food and beverages. Stockmann has eight department stores in Finland and the Baltics and an online store stockmann.com. Stockmann is part of Lindex Group plc, which is listed on Nasdaq Helsinki and had a turnover of EUR 940 million in 2024. www.lindex-group.com.