The Swedish clothing brand Twist & Tango was founded in 1995 by designer Bibbi Lundgren and clothing wholesaler Marcus Eliasson. Now, a change of ownership is taking place within the family business. Bibbi Lundgren's daughter, Gertrude Tornvall, who also works as the company's communications manager, is buying out Marcus Eliasson from the business. This means she now owns half of the company.
The company's sales channels are the three own stores in Stockholm, two in Gothenburg, international e-commerce and a B2B business with over a hundred retailers.
New Target Group And Technical Investments
The brand has historically targeted an older customer group, but is now working to reach women between 24 and 35 years old. This is being done, among other things, by adapting marketing in social channels. In parallel with this, e-commerce is being prioritized, and the company plans to update its technical infrastructure this autumn to build a more modern brand.
We will increase our presence in new markets. Then I see great potential in e-commerce, where we will invest in a new platform this autumn. Just by changing the platform, we believe a lot will change," says Gertrude Tornvall, to the website.
Increased Profitability And International B2B Expansion
The annual report for 2025 shows that Eliasson & Lundgren Aktiebolag, which runs the sales for Twist & Tango, had a turnover of 58.6 million Swedish krona. This is the same level as the previous year.
Operating profit amounted to 771,300 Swedish krona, which corresponds to an increase of 74 percent. The improvement in results is largely explained by an increase in sales in the company's own channels.
The company is also focusing on international expansion within its B2B sales. As part of meeting new industry requirements, the company has worked this year on implementing digital product passports to increase traceability in production.