Open Ruby Radio

Ruby announces first project in Sweden

Visionsbild Fridhemsplan Bobakstudio Kaminsky arkitekur

The Ruby Group has marked its debut in the Scandinavian market by securing its’ first project. Located in the heart of the island of Kungsholmen in Stockholm, Ruby 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, 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, repurposed from a former office space, will feature engaging public areas on the ground level, including a round-the-clock bar and café. Additionally, on the 11th-floor restaurant managed by a third-party restaurant operator positioned to join forces with our hotel, creating the city's newest hotspot. 


Stockholm, vibrant and continuously evolving, 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 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 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, the interior design by Ruby's own design team led by Matthew Balon.


The new Ruby Hotel is scheduled to open in spring 2026.


Renderings © Bobakstudio/Karminsky Architecture

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About Ruby Hotels

The Munich-based Ruby Group under the leadership of founder and CEO Michael Struck is breaking new ground with its Lean Luxury philosophy. With a lean organisational structure and concentration on the essentials, Ruby succeeds in creating a contemporary, affordable form of luxury for modern, cost and style-conscious customers. 


Founded in 2013, the Group already operates 17 Ruby hotels across Europe, with a further eight hotels under construction or in the planning phase. In addition, Ruby is expanding into China via a joint venture with Delonix, headed by Alex Zheng, one of China’s most accomplished hotel entrepreneurs. Ruby also offers Ruby Workspaces in Munich, Hamburg, Dusseldorf, Amsterdam, Vienna, Stuttgart, and Malta – perfectly equipped workplaces and a creative atmosphere with access to an inspiring office community. 


Financially strong partners support Ruby’s expansion. ECE Group; the Austrian Soravia Group; Franger Investment, a German family office; Ocean Link, a private equity fund; the entrepreneur Michael Hehn; and Michael Struck jointly hold the company shares.