Abigail Borg for Åhléns

I’m delighted to share with you all my design collaboration with leading Swedish Department Store Åhléns.

I have designed two unique designs for Åhléns, Joan’s Garden and Kingswood. Both are inspired by the English countryside, particularly Herefordshire where my partners’ parents have a beautiful garden which I love to take inspiration from.

The collection consists of cushions, trays, coasters, storage box, hat box, paper napkins, curtains and fabric by the metre, and is available exclusively at all 69 Åhléns Department Stores across Sweden, as well as their website åhlens.se (ordering via their website is possible for Swedish residents only. To order from outside of Sweden please contact me).

I am so thrilled to have been approached by Åhléns to collaborate on this exciting project. I set out as a designer of wallpapers and fabrics for a much smaller market, so it’s been an amazing challenge as a designer to create a collection for a considerably larger market across a wider range of products.

From the initial meeting with the design team in Stockholm in Summer 2015, to working with them over the course of developing the collection, I have thoroughly enjoyed the process. Åhléns have an amazing design team, who were really encouraging and gave me the creative freedom to develop my vision for the collection from initial sketches to finished patterns.

I worked closely with the Design Manager of Åhléns Home, Josefine Grönkvist who said of the collaboration :

“We have focused on making a collection of products individually and in groups which can carry Abigail’s unique patterns. The products are decorative yet functional and fit in various parts of the home. Our ambition was to join with Abigail to create a varied collection of Åhléns customer who like patterns.”

Åhléns takes extra attention to people and the environment. The curtain is made of organic cotton, which is grown without chemical pesticides and fertilizers. The storage boxes, tray, coasters and paper napkins are made from FSC labeled wood or pulp that comes from responsibly grown forests.

Shop the collection online here.

For press images and information please contact me for further information.