The market is flooded with new concepts, some of them are working better than others. The

concept conciergeries is a relatively new concept on the European market, which is well

known on the US one. However, entering a new market with a new concept is not always easy

as there are some factors to be considered by the company.

The objective of this thesis is to provide the reader with a theoretical part, which is led by our

defined model in the introduction. In the empirical part the gathered information is presented

in order to compare the theory and the data gathered in the analysis. Furthermore the aim of

this thesis is to prove if a particular market – namely Sweden – is ready for introducing such a

concept. During the survey, the Swedish market and the Swedes has been regarded in more

detail to compare it with the pioneer (US) and the given market (France). To confirm/not

confirm the first statement, the authors made an interview with one potential customer in

Sweden. In the end a conclusion and some recommendations are given to the reader.