The updated online store will launch in September 2026. In connection with the launch, the old domain Tygmärke.se in the singular will disappear, and visitors will instead be automatically redirected to Tygmärken.se in the plural.
For the e-retailer, the name change is a strategic adjustment to meet customers' search behavior.
As we invested in new machinery and developed a new platform, we felt it was the right time to review the brand as well. The name Tygmärken.se feels clearer, more natural, and closer to how customers actually search for the product online. It also provides better prerequisites from an SEO perspective, says Love Lindberg to Ehandel.se.
One might wonder if there is a risk in changing a domain, but the company assesses that the transition will occur without interruption or confusion for the target group.
We see no major risks with the change, as we will be clear about the transition from Tygmärke.se to Tygmärken.se. The goal is to make the change as smooth as possible for both existing and new customers.
Scrapping The Custom-Built System
In addition to the new web address, the founders have implemented a system change. To be able to grow, the company has chosen to leave its previous custom solution in favor of an established e-commerce platform.
The biggest technical change is that we have switched to WooCommerce instead of our previous custom-built system. This makes the platform more stable, secure and scalable, especially in the purchasing process, says Love Lindberg.
The custom system that the online store previously used was plagued with technical problems that created obstacles in the purchasing process. Customers sometimes encountered bugs in the coding when trying to upload their own motifs, specify exact measurements, or complete orders for custom fabric patches. To remedy the deficiencies, the development work has focused on simplifying the entire flow.
First and foremost, we have improved the technical foundation with better hosting and a more reliable platform. This makes the site load faster and run smoother.
Smoother Path To Checkout
According to Love Lindberg, the focus has been on structuring the process where the customer designs their product. The system should now be able to handle customers' files and instructions with greater reliability.
The biggest difference for the customer is that the process from design to finished order has become more structured and easier to use. Previously, we had some bugs in our custom-built system, especially related to uploaded images, measurements and ordering of custom fabric patches.
In the new solution, this works much better according to our tests, which makes the ordering flow both clearer and more reliable. For ready-made products, the flow is similar but more reliable and faster.
As part of the new platform, a loyalty program for repeat buyers and a rebuilt design view are also being launched.
We have also developed the customer flow for those who want to order their own fabric patch. Previously, the design function was more limited on the homepage, while it now has its own clearer page with preview, shape selection and clearer guidelines for uploaded images. We have also added a points system where customers can collect points on their purchases and use them for future orders.
The company's decision to replace the technology and update the brand is no coincidence. The decision is a direct response to market interest, after a period where sales have rolled on at a pace that exceeds the founders' original forecasts.
We have run Tygmärke.se on a small scale for a while and realized that the demand is much greater than we thought. Now that we are launching Tygmärken.se, we are doing so with a new domain, a new store and new machines in production. It's a whole new version of us.
New Machines Shorten Lead Time
To respond to the order pressure, the company has equipped its facility with new industrial embroidery machines. The equipment can handle up to eight thread colors simultaneously on a single patch, which provides a smoother precision and highlights small details.
The investment has resulted in production time being reduced to three working days for orders up to 50 pieces. The bottleneck in the previous machine park, which caused difficulties in delivering on time, is now gone.
Previously, we had to decline certain larger student order for lack of time. With the new machines, we can receive more volume without compromising on quality. Everything still happens locally in Sweden — nothing is shipped abroad.
From Study Project To Full-Time Plans
The founders initiated the e-commerce project last autumn, in parallel with running another site. They have had to build up their knowledge of e-commerce from scratch.
We had no major e-commerce experience when we started this in September last year, but we have learned a lot along the way. My background is primarily analytical, and we work a lot with studying how other successful players build their flows, their marketing and their customer journey. Then we try to take the best and adapt it to our own business, says Love Lindberg.
Now the goal is for the shift to the new platform to pave the way for founding a more permanent business.
The plan is to work with Tygmärken.se full-time during 2026. Currently, we are also working with Konsumentvalet.se, which is our largest business at the moment.
The upgraded platform and the new machines are financed by a positive financial development in the parent company Konsumentvalet Sverige AB. During the last financial year, revenue increased to 366,407 Swedish krona, which is a growth of 1,649 percent compared to the previous year when revenue amounted to 20,951 Swedish krona.
As the number of orders has increased, the company has also turned red figures into black. Operating profit for the financial year amounted to 81,212 Swedish krona, a turnaround from the previous year's loss of 14,233 Swedish krona. So far, the company has sent out over 1,800 fabric patches to its customers.
Targets Students And B2B
The launch in September follows the students' start of term. It is during this period that the need for patches for student overalls is greatest before the introduction period and events. The company aims to reach high positions in the search results when students are looking for their decorations.
Our biggest goal for 2026 is to establish Tygmärken.se strongly organically and reach high positions on important keywords, primarily 'tygmärken' and 'patches'. In addition, we want to build more collaborations, including with student unions, associations and other organizations where fabric patches are a natural part of the culture, says Love Lindberg.
While continuing to build relationships with student sections, the e-commerce is now also open to B2B customers, sports teams and private individuals. Via the new design tool, companies can order uploaded logos, and all volume requirements have been removed. An order can now consist of a single copy.
Despite the growth and restart, the company chooses to wait with setting concrete financial goals for the market.
We have no specific revenue target that we communicate at the moment. The focus is primarily on building a strong brand, improving the customer experience and reaching more customers through various forms of marketing.
The company's own production in Karlstad remains one of the cornerstones of the business model.
Being able to say 'made in Sweden' is not just a marketing phrase. It means short lead times, full quality control, no middleman and a more environmentally sound production chain. With the new machines, we strengthen that position even further.