Swedish label J.Lindeberg is polishing its fashion credentials with the launch of a three-month summer pop-up at Harrods this week.

The 280-square-foot space will offer a number of the summer holiday collection, which is inspired by the colourful spirit of Miami and the laid-back atmosphere of the Swedish west coast.

The space is accompanied by a window display featuring two melting purple coconut trees, with a blue polo shirt and a pair of zebra shorts hanging on one among them.

Hans-Christian Meyer, chief executive officer of J.Lindeberg, said activations with key fashion players like Harrods present “an amazing opportunity to bring our brand to life and showcase our latest collection at one among the world’s most prestigious retail destinations.”

Under the leadership of Meyer, who used to work as president of retail for Ralph Lauren’s European operations, revenue has greater than doubled over the past two years, increasing from $60 million in 2020 to $130 million last 12 months, with further growth expected this 12 months.

While it’s primarily known for its golfwear within the U.S., the brand, which was founded by Johan Lindeberg, the previous marketing director of Diesel, in 1996, has been adopting a more fashion-focused positioning.

Fashion product now accounts for 40 percent of the brand’s global sales, and is ready to take up even higher percentages once it gets the specified brand positioning right.

Within the eyes of Meyer, this Harrods pop-up is predicted to “further solidify our position on this planet of sports fashion.”

On top of the J.Lindeberg pop-up, Harrods has unveiled a series of pop-ups and recent spaces to maintain customers excited this summer. Celine this week launched its specialized Haute Parfumerie space on the bottom floor in the sweetness hall, while Manolo Blahnik introduced its first men’s pop-up on the second floor.

The retailer last week also opened a “Lingerie and Lounge Universe,” a part of a 200 million pound-plus, 10-year storewide refurbishment. The primary-floor space, which spans roughly 16,000 square feet, is 50 percent larger than the previous one.

It’s the primary reopening on the womenswear floor, which will probably be progressively refurbished in a long-term project set to wrap up in 2026.