Ruby Group to debut in Sweden
Ruby Group is set to make its debut in the Scandinavian market, opening its first hotel in Stockholm in spring 2026.
Ruby Hotels, led by founder and CEO Michael Struck, is continuing its expansion, introducing its Lean Luxury concept to Northern Europe for the first time. The group has unveiled plans for a 187-room hotel, located in the heart of the island of Kungsholmen in Stockholm. The venture is occurring in partnership with Alecta Fastigheter, a real estate company owned by Sweden’s largest pension fund Alecta, while interiors are courtesy of Ruby’s own design team, led by Matthew Balon.
The hotel, repurposed from a former office space, will feature engaging public areas on the ground level, including a round-the-clock bar and café. The property will also include a restaurant located on the 11th floor, set to be managed by a third-party operator.
“We are very excited to enter the Scandinavian market with this unique project and bring our Lean Luxury philosophy to Stockholm,” says Elena Guenther-Jakobs, Senior Manager of Development at Ruby Hotels. “By designing and building modularly, centralising more and automating consistently behind the scenes, we are making luxurious and unique hotel experiences affordable for our guests, while creating a leaner and more adaptable cost structure, which in turn means lower risks for our property partners. Entering the Swedish market marks a significant milestone for us. We are thankful for our partner Alecta Fastigheter’s trust and great cooperation. Our focus is now on growth and establishing a strong presence in Sweden and across Scandinavia.”
Helena Ågren, Business Manager Urban Development at Alecta Fastigheter, adds: “We are proud and thrilled that Ruby Hotels has selected Alecta Fastigheter and our premises as their entry point into the Scandinavian market. With this collaboration, the selection of hotels in Stockholm becomes even more appealing for guests. Together with Ruby, we have the opportunity to pioneer something completely new in Kungsholmen, an emerging area in Stockholm.”
