Heidi’s Bier Bar is an après ski-themed bar and a Scandinavian brand first launched in Copenhagen in 2004, which now has 20 venues across Norway, Denmark and Finland.
The site operates over three floors with the interior designed to be an Alpine cottage and will have traditional Heidis and Antons serving guests.
There will be a range of draught beers served in stein glasses available and visitors will also be able to dance on tables.
Specially curated soundtracks and live music alongside a DJ booth for themed events will be played and the events include beer tastings, student nights, stag and hen dos alongside weekly Industry Sundays, which are nights out for hospitality and leisure sector staff.
Its UK launch will start in Cardiff on Friday 11 March before opening in Birmingham in spring this year.
Rekom stated the launch is its first major milestone in the company’s growth and acquisition strategy, which focuses on reanimating the night out experience and revitalising local economies across the nation.
The group’s growth strategy will include merging successful UK and Scandinavian concepts to both regions.
Rekom UK chairman Peter Marks said: “Trading has remained strong from Rekom UK in 2022 and we are continuing to see high demand for nights out following a very difficult two-year period during the pandemic.
“As a result of our healthy performance, we are delighted to be in a position where we can grow our business and help to reinvigorate high streets across the UK’s towns and cities that have been impacted by the pandemic.
“We are excited to be bringing Scandinavian concepts to a UK audience to provide new experiences that will enrich the night out for so many.
“We are confident the public will embrace the strong brand identity and ambiance of the new bar.”
Heidi’s will be on Mill Lane in Cardiff city centre and the brand joins Rekom UK’s estate of 47 nightclubs and bars, which feature 22 brands including Atik, Cameo, Fiction, Kuda and Pryzm.