On July 2nd, Drm-lnd will open its doors at Thon Senter Strømmen. This marks the company's first physical establishment in the Norwegian market. The concept primarily targets Generation Z and Alpha, and is based on customers designing products themselves, such as jewelry and mobile phone decorations, via the stores' bead bars and accessories.
Behind the brand is entrepreneur Mikael Söderlindh, who previously co-founded companies such as Happy Socks. The idea arose from a need to allow younger consumers to create something personal, rather than the company simply selling finished products.
Doubled Turnover and Increased Losses
Drm-lnd is currently in an intensive growth phase. The company's annual report for 2025 shows that net turnover increased to SEK 48.5 million. At the same time, operating profit landed at -SEK 11.9 million.
According to the management report, the lower result is explained by the rapid expansion, which has entailed significant costs for store establishments and investments in personnel resources.
We have also made wrong investments and allocated resources to our online presence, which has negatively affected the result, the company writes.
However, the board of directors assesses that the loss is within the framework of the planned investment rate to build up the business.
To ensure liquidity during this phase, the company has carried out several new share issues during the year.
Grew to 24 Stores
During the past financial year, the company expanded sharply and went from eight to 24 physical stores. In addition to the upcoming establishment in Norway, the company today operates stores and e-commerce in several parts of Europe, as well as in countries such as Kuwait and Mexico.
The sights are also set on the other side of the Atlantic. After the end of the financial year, the company has opened its first store in the USA. The establishment took place later than planned and has entailed higher costs than expected. Despite the challenges, the company states that they see continued great potential in the American market.