Ruby Hotels announces first project in Sweden

Award-winning German hotel group Ruby has marked its debut in the Scandinavian market by securing its first project in Sweden.

The Munich-based hotel brand was founded in 2013 and has seen success in its structure and appeal to young professionals looking for an affordable and contemporary form of luxury hospitality.

With the expansion of Ruby Hotels into the Asia market and 16 hotels already in operation across Europe with a further 20 hotels under construction or in planning phases, the brand seems to be going from strength to strength. Having also tapped into the flexible work space, and now offering Ruby Workspaces in Munich, Hamburg, and Dusseldorf, the new hotel offering in Sweden is simply the latest addition to the group’s rapidly growing portfolio.

Located in the heart of the island of Kungsholmen in Stockholm, famously known for holding the annual Nobel Prize ceremony, Ruby Group is set to develop a 187-room hotel. This venture is in partnership with Alecta Fastigheter, a real estate company owned by Sweden´s largest pension fund Alecta.

Ruby Hotels, led by founder and CEO Michael Struck (one of our Brit List top hoteliers of 2020), continues its successful expansion, introducing its ‘Lean Luxury’ concept to Northern Europe for the first time. The brand’s inaugural project in Sweden represents a significant milestone, with entry into the Scandinavian market recognised as a formidable challenge due to the strong presence of local operators and a competitive office market.

Ruby’s upcoming hotel, has been repurposed from a former office space, and will feature engaging public areas on the ground level, including a round-the-clock bar and café. Additionally, the hotel will include a restaurant located on the 11th-floor which will be managed by a third-party restaurant operator positioned to join forces with the hotel, creating the city’s newest hotspot.

Stockholm, a vibrant and continuously evolving city, offers an irresistible blend of history, nature, and culture. With its strategic location in Kungsholmen, near Fridhemsplan underground station, the hotel ensures excellent access to public transportation, including an express airport link. Guests visiting the property will find themselves in close proximity to major tourist attractions, a plethora of dining options, and the city’s bustling café culture as well as the water and green park amenities.

“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 Development at Ruby. “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.”

“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,” says Helena Ågren, Business Manager Urban Development at Alecta Fastigheter.

The conversion of the former office building is being carried out under the management of Alecta Fastigheter as project developer and investor, and the interior design by Ruby’s own design team led by Matthew Balon. The new Ruby Hotel is scheduled to open in spring 2026.

Imagery: © Ruby Hotels © Bobak Studio/Kaminsky Architecture