Penny's Magazine Edition No 1
The Location
Located on a beautiful corner in the heart of Vasastan is Pennys - a modern dog spa in a timeless and beautiful brick building in central Stockholm. Surrounded by quiet neighborhoods, local cafés, and the city's classic architecture, Pennys has become a natural destination for modern & conscious dog owners.
Here, Scandinavian aesthetics, thoughtful care, and a modern dog lifestyle meet in an environment created for both dogs and humans - warm, stylish, and personal.
Modern Habits
Pennys was created from the lack of a place that gives our dogs the same care and calm that we ourselves want to feel at a spa or salon. The salon on Roslagsgatan is the result of that vision – a carefully curated environment where everything from material choices to muted calm music works together to lower the pulse. It is simply a place built for peace and quiet. An oasis in the middle of the city.
At Pennys, the dog's safety and health are always the primary focus. By working at a harmonious pace, the team at Pennys builds a close relationship with your dog. Frequent visits and long-term relationships create calm for the dog. Having the salon as part of the dog's daily routine greatly reduces stress and anxiety.
At Pennys, service defines the entire experience. With a personal approach, care in every detail, and the belief that every dog and owner should feel genuinely well cared for from the first moment. With presence, warmth, and high professionalism, an experience is created that feels as personal as it is exclusive.
Founder Talk
Linnéa founded Pennys Dog Spa with a vision to create an oasis where every dog is met with calm and professionalism. With a focus on Quiet Luxury and an uncompromising view of quality, along with personal & discreet service for dog owners, she has built one of Stockholm's most sought-after Dog Spas. For Linnea, Pennys' offering is about much more than just a trim or a bath. It is about long-term relationships where trust is built & where the dog's coat and health can be monitored over time. “The wonderful relationships we have with our customers make me incredibly proud”
The Team
At Pennys, there is a dedicated team of dog groomers who are driven by the conviction that high professionalism and soft, genuine values belong together. At Pennys, every dog that crosses the threshold is a unique individual with its own needs, feelings, and conditions.
With a warm welcome, great patience, and deep expertise in coat care, an experience is offered that goes far beyond the ordinary
The pace is calm, the approach personal, and the relationship with the dogs almost self-evident. There is no stressful salon feeling here, but rather something that resembles a neighborhood spot where both dogs and owners feel at home.
Perhaps that is precisely why many customers return as much for the feeling as for the result.
