Now the profile is going public and confirming that the e-commerce business is shutting down. At the same time, it appears that a strained cash flow and disagreements within the management team are behind the decision.
This is a heavy and difficult decision. Ivorie has been a project that I have put an enormous amount of time, love and energy into. However, the financial situation and disagreements within management made it impossible to continue operations in a viable way, she tells Norwegian Elle.
The entrepreneur expresses thanks to the company's customers, partners and employees. However, she does not wish to share any further details about the internal disagreement at this time.
I understand that there are questions about what happened. Unfortunately, as legal proceedings are underway, I cannot go into more detail about the background or comment on the disagreement at this time. I hope you understand.
Conflict at the Top
At the same time as the announcement of the closure, changes were made to the company's board of directors.
Synnøve Paus Hedberg, who has been CEO of Ivorie Studio since its inception, deregistered from her position in the Norwegian company registry. According to the outgoing CEO, this is a result of an operational change that was launched last year.
This is only a formal update that reflects the actual internal conditions as they have been for some time. Ivorie hired, at my request, a new manager to take care of personnel responsibility and daily operational management last summer. She assumed the role on December 1, 2025, she writes to TV2.
However, the founder has a different view of the events. She believes that the formal title entails responsibilities that do not disappear just because tasks are delegated to an operational manager.
The fact that the company has had an operational manager who has taken care of parts of the daily operations and personnel follow-up does not mean that Synnøve Paus Hedberg has been without responsibility as the company's CEO. Until her resignation, which she changed herself yesterday, she has been a registered CEO and had the responsibility that follows this role, in addition to her responsibility as a shareholder in the company and chairman of the board. I would therefore like to point this out, so that an incorrect impression of the responsibilities within the company is not created, she tells the website.
On her own channels in social media, the influencer states that she has personally lost between 10 and 11 million Swedish krona on the clothing brand. In addition to this, she owned 75 percent of the company and explains that she has not taken out a salary for three years.