Bakery Opens Inside Outdoor Gear Store in Reykjavik

Brikk Bakery has opened a new location inside Zo-on, an outdoor gear store located in Skeifan, Reykjavik. This marks an unconventional combination where customers can shop for outdoor equipment and enjoy freshly baked goods and coffee during the same visit. The bakery describes this as a trial of a new approach that allows people to merge a retail trip with a café experience in one stop. While the concept of shared retail and dining spaces is not entirely new in Iceland, Brikk and Zo-on are taking a further step by more closely integrating their offerings. According to Einar Benediktsson, managing director of Brikk, the goal is to bring their products closer to customers while creating enjoyable moments during routine errands. Brikk first opened its original location in Hafnarfjörður during the summer of 2017. Since then, the bakery chain has grown steadily. With today’s opening, Brikk now operates five locations in total. Zo-on is a well-established company that was founded in 1994 by Jón Erlendsson and Martti Kellokumpu. The collaboration between the two Icelandic brands aims to provide something fresh and practical for consumers by combining two everyday activities into a single convenient experience.