Profiles Margaux Dietz and Lovisa Wallin launched Niut in 2024, focusing on products within the intimate and sexual health category. Margaux Dietz took on the role of CEO, but now announces that she is stepping down from the position in connection with her parental leave. In a comment, she explains that the company is currently reviewing various action plans for how the organization should look going forward.
At the same time, it was registered in April 2026 that e-commerce entrepreneur Linnéa Sweijer had left her position as deputy member of the company's board. The reason given is lack of time, and she sends best wishes to the remaining founders for their continued work.
I have been involved in a minor advisory role at Niut and am now stepping down from the board as I do not have the opportunity to be as involved in the future. It has been very fun to be involved for a period and I wish the team all the best going forward, she told Breakit.
For Niut's first financial year 2024, a turnover of SEK 695,000 and an operating loss of SEK -126,000 were reported.
Million-Dollar Deal and E-commerce Investment
Instead of her involvement in Niut, Linnéa Sweijer has been active with other deals. In the spring of 2025, she sold the furniture store Reforma Stockholm to the e-commerce group Online Brands Nordic.
Shortly after the sale, she entered the jewelry industry. In August 2025, the jewelry company Bluebillie was put into bankruptcy after a period of challenges with reduced orders from retailers and unpaid taxes. Only months after the bankruptcy decision Linnéa Sweijer, together with Bluebillie's founder Daniela Upmark, bought back the bankruptcy estate's assets. The duo now runs the business through the newly started company Blue Billie Studio AB.