A small town in western Sweden, home to Gekås - the country's largest department store. The store attracts over 4.5 million shoppers each year seeking bargains.
Ullared, a village with 791 residents in Falkenberg Municipality, Sweden, welcomes over five million visitors each year primarily for Gekås Ullared, the largest department store in Scandinavia. The village sits near three lakes—Kinnasjön, Sonnerängssjön, and Musasjön—and includes Sweden’s biggest year-round campground. A small ski slope operates during winter months, and the Högvadsån stream flows through the area, creating peaceful views. Summers here are mild, with temperatures around 18°C, and winters often bring snow. Visitors come for affordable shopping, fishing in the lakes, and exploring the compact community shaped by its unique weather patterns.
Gekås Ullared: Shopping and Local Culture
Gekås Ullared covers 40,400 square meters, about the size of five football fields, with 22 sections selling items from kitchenware to bicycles. Prices here are typically lower than average Swedish stores, drawing crowds looking for deals. On busy days, over 29,000 people pass through the doors, creating lines that stretch beyond the parking lot. The store became famous through the TV show Ullared, which followed daily operations and attracted a large audience. Visit on Tuesday or Wednesday mornings to avoid the busiest times, and expect to spend hours exploring the aisles.
Staying Near Gekås Ullared
The parking area around Gekås functions as a campground with space for tents, RVs, and cabins. Hotel Ulla and Hotellet are a short walk from the store, with rooms available year-round, while simpler lodgings cater to those on a budget. Wooden cabins near the lakes provide a quiet alternative, some with views of the water. Many shoppers stay overnight, especially in summer when the campground fills with thousands of visitors. Returning to the store for forgotten items or additional purchases takes minutes from these accommodations.
Lakes, Slopes, and Local Sights
Kinnasjön, Sonnerängssjön, and Musasjön—all within 10 minutes of Ullared—have swimming areas and spots to fish for perch or pike. A small ski slope with two lifts operates in winter, and a playground with climbing structures keeps children entertained. Follow the walking paths along Högvadsån stream, which cuts through forests and fields. Gekås hosts weekend events like live bands or seasonal markets, and the store has practical services like a barber shop.
Weather and When to Visit
Ullared’s climate mixes coastal and inland influences, resulting in frequent rain and moderate temperature shifts. July and August see the warmest days, while January often dips below freezing with consistent snow cover. Pack a waterproof jacket regardless of the season, as rainfall here exceeds most Swedish towns. Midweek visits minimize crowds, and avoid month-end periods when local shoppers stock up after payday.
Getting to Ullared
Drive to Ullared for the easiest access, with ample parking and charging stations for electric vehicles. From Copenhagen or Oslo, the trip takes about three hours via Highway 154. Public buses connect to nearby towns like Varberg and Falkenberg, which have train links to major cities. Road improvements underway aim to reduce traffic bottlenecks near the village center.
Local Life and Work
Ullared’s 791 residents support a surprising 1,300 jobs, mostly tied to Gekås and related services. The village school, Apelskolan, teaches 500 students, and essential services include a medical clinic and fire station. Gekås employs 2,000 workers, making it the economic engine of the region. Even Swedish royals have toured the store, showing its importance beyond just retail.
