First Figures From Sanna Jörnvik’s Fashion Brand

Sanna Jörnvik Déman

Pumped in own millions.

In the autumn of 2025, influencer Sanna Jörnvik Déman realized a long-held dream when she launched her own fashion brand. With the kickoff in November, the market got to experience, for the first time, garments designed entirely under her creative direction. Now, the newly started company has closed the books for its very first, shortened fiscal year. The documents provide an insight into how the start has gone and what the venture has actually cost.

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The company SJD Wardrobe AB was registered in March 2025. However, it wasn’t until November 2nd that the e-commerce platform opened to the public.

This means that the first annual report, covering the period up to December 31, 2025, only includes around two months of active sales. During that period, the company’s turnover landed at around SEK 350,000, according to the annual report.

In a previous interview with Ehandel.se, CEO Sanna Jörnvik Déman stated that the clothes are positioned in a mid-to-high price segment, and to this day, sales are made entirely through its own e-commerce platform.

Startup Costs Money

But building a fashion brand from the drawing board to a complete production chain and launch involves many expenses before revenues start to roll in. This is clearly reflected in the company’s first income statement. The company’s operating loss landed at approximately SEK -815,000.

Before the launch, the company also filled its inventory with goods to meet customer demand. The value of finished goods and merchandise at the turn of the year amounted to just over SEK 560,000. At the same time, debts to suppliers were around SEK 86,000.

Million-Dollar Investment

Ahead of the brand’s premiere, CEO Sanna Jörnvik Déman was open about the fact that she had financed the entire venture herself. She explained that income from her career in social media had been channeled directly into the new e-commerce company.

This is confirmed by the fresh annual report. To cover startup costs and build a foundation for the company, the owners have contributed a shareholder contribution of SEK 1.5 million. The money has secured operations, and at the end of the year, equity was around SEK 710,000. The company has an equity ratio of 86.9 percent.

It is a close-knit group that will steer the brand forward. In addition to the founder herself, the company’s board of directors also includes her husband, Carl Déman, and her father. Together with the team behind the scenes, they are now entering the company’s first full year of operation.

Editorial Staff