The change in leadership comes less than a year after the previous company behind Blue Billie went bankrupt in August 2025, following a period of financial challenges and declining orders. The business was then acquired by Daniela Upmark and Linnéa Sweijer, who relaunched the brand under a new company with a focus on a more robust e-commerce structure and profitability.
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Now, the company states that its sights are set on continued growth in both Sweden and internationally. Sales are made through its own e-commerce store as well as selected retailers such as NK and Vallgatan 12. After the summer of 2026, the brand also plans to open a pop-up store in MOOD Galleria in Stockholm.
The new CEO, Hanna Kallin, is positive about her new assignment:
Blue Billie has built a brand with a clear identity and a loyal customer base. My ambition is to build on that foundation and take Blue Billie forward together with Daniela and the team. This is a new chapter, says Hanna Kallin.
Founder Daniela Upmark comments on the recruitment and her new role:
Being able to continue developing the brand together with Hanna feels very inspiring. She brings a clear business perspective and an energy that feels just right for Blue Billie's next chapter.
Linnéa Sweijer, who invested capital and experience in connection with the restart, also comments on her role in the company:
What made me invest was the combination of a strong brand, great development potential and a team with the right drive and ambition. I look forward to following and supporting the company's continued development.