In two days, on August 27th, the pop-up store will open in the Mood shopping mall, where the company is taking over the former space of the clothing brand Rodebjer, covering 93 square meters on Regeringsgatan. The location will remain open until February 2027. The company’s latest collection will be launched exclusively there for the first three days before being released online to e-commerce customers. The purpose of the store is to create a place where customers can try on and discover the entire range in a relaxed atmosphere. In addition to sales, the store space will also serve as a hub for the company’s press activities, photoshoots, and events.
We have had a physical presence with various stores in Södermalm, Stockholm, since the start. Now we are choosing to exchange Södermalm for Moodkvarteret as our customers have requested a more central location. The location and the premises are exactly what we have been looking for, it feels great,” says Daniela Upmark, founder and creative director, in a statement.
Physical and Digital in Symbiosis
The expansion is led by CEO Hanna Kallin, who took over the role in June 2026. She sees the physical presence as a clear complement to e-commerce. The goal is to meet the customer on more platforms and build the brand more broadly.
We have a clear ambition for Blue Billie and want to build a brand that feels just as natural physically as it does digitally. With the new store, we have the opportunity to let the brand take shape in a new way and create a closer relationship with our customers,” says Hanna Kallin.
The Road Back After Bankruptcy
The investment is being made less than a year after the previous company behind Blue Billie went bankrupt in August 2025. The reason was prolonged problems with declining orders and unpaid taxes. The business was then acquired by Daniela Upmark together with investor and e-commerce profile Linnéa Sweijer.
In the old company’s final annual report for 2024, it showed that turnover landed at 2.6 million Swedish krona. This represented an increase of 8 percent compared to 2.4 million Swedish krona the previous year. Operating profit, at the same time, was minus 400,000 Swedish krona.
At the time of the bankruptcy, the company had debts of 1.2 million Swedish krona and negative equity of minus 800,000 Swedish krona. Today, the business is moving forward through the newly started company Blue Billie Studio AB.