Naturkompaniet

Background
Naturkompaniet is one of Sweden’s most beloved outdoor retailers, known for their passion for nature, quality, and sustainability. Their attention to detail is evident the moment you step into their stores—where color, scent, and sound come together to express their authenticity, sense of calm, and deep respect for nature. The music must reflect and flow with every element of this experience.

Sound
We developed a bespoke music profile that mirrors the soul of Naturkompaniet – a curated selection of tracks moving between acoustic folk, Swedish singer-songwriters, and organic soundscapes. Carefully tailored to suit both the brand and the store’s natural rhythm throughout the day – from a tranquil morning mood to more movement and flow in the afternoon and evening.

Result
Music has become an integral part of the overall customer journey at Naturkompaniet. It acts as a subtle but powerful extension of the store’s atmosphere – built on care, quality, and a love for the outdoors. The sound not only makes customers feel welcome but also inspired.

“We’ve worked with Royal Streaming for over 7 years, and we truly value the partnership. For us, quality and authenticity are part of our DNA, and that needs to be reflected in the music we play – it’s an important part of the overall in-store experience. Royal Streaming brings both dedication and expertise. They take the time to understand us, our values and our brand – and that’s why we continue to choose them as our music partner, year after year.”
– Lisa Sammelin, Head of Store Design & VM, Naturkompaniet