London shoppers find there's more to Sweden than Ikea

Shoppers have finally realised that Scandinavia is about more than just Ikea and meatballs. West End retailers are reporting a big surge in sales of products from the region.

Retailers said sales of Scandinavian homeware, food and clothing are now worth £300 million a year.

Some retailers have seen an estimated 400 per cent increase in products stocked from Scandinavian and Baltic countries compared with the same time last year, while square footage dedicated to Nordic products has gone up by 20 per cent.

Sweden in particular has enjoyed huge publicity lately - partly thanks to the films based on Stieg Larsson's Millennium trilogy starring Noomi Rapace, and the TV dramatisations of the Wallander detective novels.

Trend experts have attributed the surge in popularity to consumers' increased demand for functional, stylish and sustainable products. The New West End Company, which represents 600 retailers in Bond Street, Oxford Street and Regent Street, said the popularity of big brands such as H&M, Ikea and Cos had helped to introduce shoppers to Scandinavian products.

Chief executive Richard Dickinson added: "We've noticed that there is an almost hidden niche for Scandinavian products that equates to around £300 million. Whether it's fashion or homeware or food there's a design and care for the environment that is tapping into what consumers are looking for. It's design-led and aspirational."

Home accessories and fashion are the biggest growth markets. The top five West End brands include Day Birger, Acne and Design House Stockholm for clothes and for homeware, Skandium and Bo Concept. John Lewis in Oxford Street is set to introduce 38 Scandinavian food brands this month and House of Fraser is to double the size of its section dedicated to Swedish childrenswear brand Polarn O. Pyret.

David Cameron today met eight Scandinavian and Baltic prime ministers in the capital for a summit to discuss trade links. The Prime Minister said: "It's great to see the UK's retail links with Baltic and Scandinavian companies thriving in the West End. The growth of home, fashion and textiles sold through our renowned department stores is now boosting the tills of our retailers, bringing quality products and cutting-edge design to UK consumers, and boosting jobs and growth here and around the Nordic region."

Jeremy Baker, affiliate Professor at ESCP Europe Business School, said: "There is an inherent trust in Scandinavian brands. This Scandimania trend has for decades been quietly developing, and is now taking more a central role within the retail economy of the West End."

Top five brands in the West End
Skandium Scandinavian furniture and homewares
BoConcept Danish furniture, home accessories and lighting
Kosta Boda Swedish glassware company
Georg Jensen Scandinavian-designed homeware, most famous for silverware, jewellery and watches
Royal VKB Scandinavian home and kitchenware

Top five fashion brands in the West End
H&M Swedish high street fashion
Cos H&M's higher priced offshoot
Day Birger Danish-designed women's fashions
Design House Stockholm Design powerhouse of contemporary Scandinavian furniture, fashion and homeware
Polarn O. Pyret Stylish Swedish childrenswear brand