# Cozy Online Wellness Boutiques The Hygge Shop from Skagen Enhances Homes with Cozy Housewares By Josh Thompson-Persaud | Published 2021-05-26 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/hygge-shop References: [skagen](https://www.skagen.com/en-us/hygge-shoppe/) Skagen, a fashion accessory brand based in Denmark, launched a cozy [online wellness boutique](https://www.trendhunter.com/trends/wellness-by-ulta-beauty) called the Hygge Shop. The virtual store aims to bring the Danish concept of "hygge," which translates to "coziness," to consumers' homes with a curated selection of atmospheric housewares. The Hygge Shop sells products such as [candles and coffee blends](https://www.trendhunter.com/trends/hotel-collection) that encourage wellness and promote tranquility. The Hygge Shop's products are drawn from several different brands including Amass, Kartotek, Novel Coffee Roasters, and Hoptimist. The boutique sells these wellness-focused products to highlight the level of care and quality that these small businesses bring to the table. The housewares have a natural theme that runs throughout the offerings, making use of gentle colors and wooden accents. The Hygge Shop appeals to consumers looking for mindful, cozy additions to their homes. Image Credit: Leyla Ozden ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 87% | Activity: 70% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Key Themes Behind This Trend - **Virtual Wellness Boutiques:** Opportunity for other brands to create similar online stores that curate and promote products focused on wellness and mindfulness. - **Hygge-inspired Housewares:** Opportunity for brands in the home decor industry to create products that promote coziness and wellness, drawing inspiration from Danish design and culture. - **Natural Lifestyle Products:** Opportunity for wellness-focused brands to create products using natural materials that promote relaxation, tranquility, and overall well-being. ### Where This Applies - **Home Goods:** The Hygge Shop exemplifies an opportunity for businesses in the home goods industry to create products that promote coziness, mindfulness, and wellness. - **Wellness:** Opportunity for wellness brands to create a curated selection of products that promote relaxation, tranquility, and mindfulness, similar to what is offered by the Hygge Shop. - **Independent Brands:** Opportunity for small independent brands focused on wellness and home goods to take part in curated online stores like the Hygge Shop, offering exposure through carefully selected products. ## Related on Trend Hunter - [Cozy Homebody Accessories](https://www.trendhunter.com/trends/casamera-one-blanket.md) - [Slow Living Decor Collections](https://www.trendhunter.com/trends/livom.md) - [Cosy Nights-Inspired Candle Collections](https://www.trendhunter.com/trends/cosy-nights-collection.md) - [Tranquil Retail Environments](https://www.trendhunter.com/trends/neom-wellbeing.md) - [Cozy Indoor Footwear Lines](https://www.trendhunter.com/trends/indoor-footwear.md) - [Self-Care-Centric Premium Collections](https://www.trendhunter.com/trends/winter-bathing.md) - [Luxurious Olfactory Retail Spaces](https://www.trendhunter.com/trends/bergdorf-goodman.md) - [Sustainable Furniture Capsule Shops](https://www.trendhunter.com/trends/light-and-dwell.md) - [Scandinavian Textile Spaces](https://www.trendhunter.com/trends/tekla-london.md)