For this year’s Father’s Day, Åhléns put the spotlight on one small but growing group of parenting enthusiasts: dads on paternal leave.
Only 15 % of Swedish parents split their paid parental leave equally, something Åhléns sees clearly when looking at its own customers. A lot of moms pushing strollers, very few dads.
During the whole week leading up to Father’s Day, Åhléns presented curated offers and special events throughout the department store and online. We also met with three dads sharing their different experiences and perspectives, from conservative gender traditions to corporate culture.