Winter wash-out for snow holiday and clothing companies

The mild, drizzly winter may have disappointed snow-loving Swedes, but the effect on businesses trading in ski holidays and winter clothing has been considerably worse, according to DN on Thursday.

Skistar, one of the largest travel organizations selling skiing holidays, has had a bad season so far while the clothes and sport equipment company Fjällräven “hoped the weather would have been better”. Stadium, another clothes company, was not entirely happy with the outcome of sales this season either.

On the plus side, it seems eiderdown jackets sell “whatever the weather”, especially in the Stockholm region.

Mats Olsson, Chief Executive at Stadium, hopes sales will pick up once the snow settles.

“We weren’t all that happy with our Christmas sales, but consumer ratings have started to rise slightly,” said Mats Olsson at Stadium.

Sources: Dagens Nyheter


So did Sweden beat its all-time temperature record on Thursday? Not quite

Sweden on Thursday came close to beating its 75-year-old temperature record, but fell short by just under one degree with a top temperature of 37.2C.

So did Sweden beat its all-time temperature record on Thursday? Not quite

The village of Målilla in Småland came close to beating the 38C heat record it set in 1947, logging a temperature of 37.2C. 

“It’s the highest temperature recorded in Sweden since 1947,” Mattias Lind, a meteorologist at Sweden’s state forecaster SMHI, told the country’s TT newswire. 


As the punishing heat seen across the rest of Europe briefly rose up to touch Sweden, several cities beat their own records, with Linköping setting a new record with a 36.9C temperature. The city of Jönköping, with 35.3C, recorded the highest temperature since records began in 1858. 

Even the north of Sweden saw the mercury rise above 30C, with Gävle recording a temperature of 33.5C.

Temperatures are forecast to drop significantly on Friday, sinking below 20C across the country on Saturday, with thunder storms expected in many areas.