Zara Larsson's E-commerce Business Grows: Secures Capital and Launches New Categories

Zara Larsson (Photo: Main Rose)

Six months after launch.

It took only six months from the initial launch before the artist Zara Larsson and e-commerce profile Ben Eliass chose to take the next step with their joint brand Main Rose.

After introducing their initial collection of underwear and basic garments during the autumn of 2025, it is now clear that the company is expanding its assortment to meet a new season. With a recently completed capital injection in its back, the e-commerce business is now broadening its business and launching swimwear and accessories to its global customer base. The development shows a high pace for the company, which from the start has had a strategy to sell its products exclusively via its own website without external retailers.

The new collection marks a shift from garments intended to be worn closest to the body under other clothes, to products designed to be seen.

We started our journey focusing on the inner layer and building a foundation for the wardrobe, says Zara Larsson.

Work on developing the new categories has been ongoing in parallel with the operation of existing sales during the winter. The design team has taken as its starting point to transfer the brand's established design language and material choices to a completely new type of product.

Now that we are moving towards warmer weather, it was a logical decision to let the aesthetics follow, and swimwear together with accessories became the path we chose to take, says Zara Larsson.

New Share Issue in Parent Company

To enable the rapid expansion of the range, the parent company Pleaze AB, which was registered in November 2024, has implemented several formal changes during the spring. According to information from the Swedish Companies Registration Office, a new issue of share capital was carried out in early April 2026. A few days later, in mid-April, an increased limit for the company was also registered.

The company has not yet submitted any full or interim reports since its inception.

Same Distribution Model

Despite the expanded range, the company is sticking to its original distribution model. Sales of the new swimwear and accessories continue to be made via its own e-commerce platform.

The board of directors of Pleaze AB consists, after some changes in representative information during the beginning of the year, of co-founder Ben Eliass, investor Daniel Hegard and Kalli Clark Sternberg. Zara Larsson is a co-founder and shareholder, but she does not sit on the board. Her role remains focused on the brand's expression and creative product development.

Editorial Staff