Sneakersnstuff has undergone a restructuring phase. Despite a previous capital injection of 20 million Swedish kronor, the company filed for bankruptcy at the end of 2024. The German investment company Reziprok subsequently acquired the business and brought back co-founder Erik Manzano Fagerlind as CEO.
In January 2026, the company encountered another obstacle when its flagship store on Åsögatan in Stockholm had to close due to a pipe replacement in the property. As a solution, the company is opening a temporary store on March 26th adjacent to a café on Södermannagatan, which is expected to remain open until the end of the year.
New Strategy and Reduced Range
To adapt e-commerce and stores to the current market situation, the company has chosen to deviate from its previous broad and commercial focus. The range is being reduced to focus instead on a more curated selection.
The logistical and operational build-up of the new company required the entire infrastructure to be rebuilt.
You are taking over a brand that is quite battered. There are no agreements, no lease agreements, office agreements, shipping agreements or agreements with suppliers. You just have to start over from scratch, said CEO Erik Manzano Fagerlind in a previous interview.
Instead of competing on volume, the new business model is based on acting as a trendsetter online and physically, and then letting other e-commerce companies take over when the products reach the mass market.
Financial Development
In connection with the strategic shift, the company has reduced its costs within the organization. For 2026, the target is a quarterly turnover of around 90 to 100 million Swedish kronor. The plan is to return to the regular store premises at the beginning of 2027.