Entering the market for mobile accessories and spare parts means competing with both established retail chains and Asian marketplaces with low prices. For founder Arian Shirzad, the choice fell on starting Skyddshuset.se, which has been built entirely on its own merits and financed from the start without external venture capital.
The initial investment to get the website up and running, purchase inventory, and establish logistics was very resource-efficient and landed between 25,000 and 50,000 Swedish krona. By keeping fixed costs down in the beginning, we have been able to reinvest profits directly into larger volumes and marketing, says Arian Shirzad.
Local warehouse versus low-price players
The range includes cases, screen protectors, camera protectors, and spare parts for current smartphone models. A central part of the strategy is logistics, where the company has chosen to maintain its own warehouse in Sweden to keep delivery times down.
Our main strength is the combination of a handpicked range, fast Swedish deliveries, and a secure shopping experience. Many low-price players struggle with long delivery times and inconsistent quality, while the established giants often feel anonymous. We have everything from protection for the latest mobile models to spare parts and accessories, says Arian Shirzad.
To be able to offer fast distribution, all orders are packed and shipped the same day.
All orders received before 3:00 PM are packed and shipped the same day with Postnord, he says.
TikTok and package deals
To attract visitors to the store, the company combines search engine optimization with both organic and paid content on social media. Arian Shirzad notes that currently, advertising on TikTok yields the highest return on invested capital.
Traffic that does reach the website then results in purchases with a stable conversion rate of between 2 and 2.5 percent.
But even though the accessories segment often offers good gross margins, costs for shipping and customer acquisition can quickly erode profitability. To make the calculations work, the company has therefore chosen to focus on increasing the average order value by putting together related products into various package deals.
The key to profitability is to increase the average order value through package deals, for example, when the customer buys a case, screen protector, and camera protector at the same time. At the same time, we are actively working with repeat customers via newsletters and personal offers, which lowers the customer acquisition cost over time, explains Arian Shirzad.
Aims to gain market share
The journey has just begun, and instead of taking profits, every earned krona goes directly back into the inventory to bring in more models and meet customer requests. When looking ahead to the coming year, the plan is to go from newly launched challenger to an established name.
The goal in one year is for Skyddshuset.se to be a natural choice in the Swedish market for mobile accessories and spare parts, with a wider range, larger market share, and a steadily growing customer base, concludes Arian Shirzad.