Vimmerby: small town, big selection
Vimmerby's residents confidently market their town as a shopping destination — and with good reason. More than sixty shops line the historic market square and Storgatan: small, owner-run stores selling crafts and antiques sit alongside larger chains for clothing, homewares and outdoor gear.
What's especially worthwhile in Vimmerby
Around the market square you'll find bookshops, gift shops and delicatessens, while Storgatan offers fashion boutiques, sports shops and homewares. If you're after a souvenir beyond the usual Astrid Lindgren merchandise, the smaller shops around the square are a better bet than the big chains.
Västervik: shopping with a sea view
About 40 kilometres to the east lies Västervik, the region's noticeably larger harbour town. Alongside department stores like Karlsson Varuhus and Åhléns, there are also outlet deals, for instance at Scorett. The difference from Vimmerby: Västervik combines shopping with the atmosphere of a real harbour town — cafés and restaurants with a water view are usually just a few steps away.
A shopping day from Ullevi
Since Vimmerby (approx. 26 km) and Västervik (approx. 40 km) lie in different directions from Ullevi, one trip per day usually works best — combined with a café stop or, in Västervik, a walk along the harbour. There's easily enough time for a relaxed afternoon in either town without losing the rest of the holiday day.
- Vimmerby: approx. 26 km, over 60 shops around the market square and Storgatan
- Västervik: approx. 40 km, Karlsson Varuhus, Åhléns, Scorett Outlet, harbour atmosphere
- Tip: plan one town per day rather than rushing both