The Reel Diving
Concept Store
The Reel Brand Experience
In this section, you can address common questions efficiently.
The Reel Diving Concept Store is a 350 m² showroom in Gothenburg, Sweden, created to showcase some of the world’s leading diving brands, including SANTI, Avatar, Shearwater, SUEX, AGIR, and more. It’s a unique space where divers can experience high-end equipment firsthand, get expert advice, and connect with the brands that define modern diving.
Yes! The Concept Store is open to all divers, whether you’re just starting your journey or are an experienced technical diver. You’re welcome to visit, explore the gear, and learn more about the products directly from our expert team.
Yes, you can purchase products on-site. Sales are managed either directly through Reel Diving.
The Concept Store is more than a retail space — it’s a brand experience centre. You’ll find full product ranges on display, demo equipment to try for fit and comfort, and in-depth insights into the innovation and craftsmanship behind each brand. It’s a space designed to inspire divers and deepen their knowledge of premium dive gear.
Absolutely. Our team and participating dealers are available to offer personal fittings, product demonstrations, and tailored recommendations to help you find the gear that suits your diving style, environment, and experience level.
The focus of the Concept Store is on brand experience, product knowledge, and long-term value rather than discounts. Our pricing reflects the premium quality and performance of the brands we represent, ensuring fair and consistent pricing across all authorised dealers.
You’ll find the Reel Diving Concept Store in Mölndal, Gothenburg, easily accessible from the city centre.
You can find the address on the webpage further down here.