Naked Copenhagen ApS is a successful Danish retail store with the rare concept of selling sneakers specifically for females. The retail store has throughout recent years experienced a high economical growth, making them superior on the Danish market in terms of expertise in women high-street fashion of sneakers. It is with this success in mind, that the project will investigate which factors will be important to consider if the company wants to expand with a new store in Malmo, Sweden. Through the use of a strategic analysis it will be concluded which factors are of most importance in order to succeed and which need to be avoided. Furthermore, it will be stated if it would be beneficial for Naked CPH to expand with a new store.