The chain is also renaming other outlets – Bögbyrån, Flatbyrån, Transbyrån and Queerbyrån (Gay, Lesbian, Trans and Queer Bureau) – in different parts of the capital. Gay pride kicks off on Tuesday and runs until Saturday with a whole host of events planned.

“We have a responsibility to pay attention and take a stand for LGBT people who have had it tough in the past and still face oppression,” Helena Ekdahl, Human Resources manager at Pressbyrån, told Aftonbladet.

A total of five Pressbyrån branches in Stockholm will be renamed for the week of gay pride, which has become a Swedish institution since 1998. Stockholm now has the largest gay pride festival in Scandinavia.

Ekdahl said she was looking to see how the public reacts to the name changes. Customers will also get shopping bags with the new name on them as a souvenir.

“I hope and believe that it will be positive and that our customers find it fun. It’s exciting to see how they will respond,” she said.

“We know that there is a small group that might find it offensive in some way. We have many different types of customers and in general it will come across very positive.”

Pressbyrån’s long-term rival 7-Eleven are also getting in on the act by issuing a new rainbow coloured cardboard coffee cup.

The TT news agency reported that Stockholm’s tourist figures are expected to increase as a result of gay pride. Many restaurants and carpets are creating special menus and packages to entice the LGBT audience.

Organizers of this year’s gay pride said there has been a large increase in the number of visitors coming from abroad.

If you want to find the stores in Stockholm they are located at:

Bögbyrån, Vasagatan 12, Flatbyrån, Götgatan 94, Queerbyrån, Kungsgatan 19-21, Transbyrån, Sergelgatan 1 och Homobyrån, Sveavägen 67 A.

TT/The Local/pr

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