Alan Aygün started Estrid in 2019 together with Amanda Westerbom and Ben Eliass. The business idea revolves around selling razors via a subscription model online. The business quickly increased its turnover, reaching over 100 million Swedish krona in 2020.
Up to and including 2024, turnover amounted to 864 million Swedish krona. The same year, the operating profit showed that the business almost reached a break-even point and was profitable. Until his departure, co-founder Alan Aygün has worked with product development and growth issues, but is now stepping aside to become a passive shareholder.
Instead of razors, the focus is now on two new projects.
One concerns the coffee industry, where he has started a company focusing on wholesale and coffee production. The other project is the startup Stickerize, an e-commerce platform where customers can design their own personalized stickers.
Regarding Stickerize, I am a part-owner and active investor in the company. It is still early days, but an exciting phase," Alan Aygün tells the website.
Sales Increase After New Issue
During 2024 and 2025, sales at Stickerize were cautious, but recently turnover has begun to increase. To drive the e-commerce platform forward, a new issue of 3 million Swedish krona was carried out in the spring.
In connection with this, several new investors entered the ownership list. Among those who have joined are Per Källgården, co-founder of the logistics company Gordon Delivery, Sebastian Lundborg, co-founder of Vertiq, and Anton Wetterlöf, former marketing manager at the watch brand Daniel Wellington. They now join founder Alan Aygün and the company's CEO Martin Philipsson Löf as the largest owners of the company.
In parallel with the development of stickers, Alan Aygün is also working on the new coffee venture. This company is in a startup phase and meetings with potential investors are ongoing to raise external capital. So far, he is the sole owner through his own investment company, which has reported profits of a total of 30 million Swedish krona in recent years.
While the coffee company is looking for its formal structure, operations at Stickerize are already underway. The e-commerce platform is built on its own platform and has a clear plan to achieve fast deliveries.
Stickerize is a modern platform for custom stickers. We have placed great emphasis on UX/UI and have the widest selection of materials on the market. We have our production in the EU for short lead times and smooth handling," writes CEO Martin Philipsson Löf to Breakit.