At the end of last year, it became clear that Hanna Friberg's fashion company Freía Resort had gone bankrupt, less than eight months after registration. Shortly thereafter, the founder announced that she herself had acquired the bankruptcy estate in order to be able to sell off the inventory on her own terms.
A temporary physical store in Stockholm was previously mentioned as an option for the sale. Now, however, it is clear that the sale will take place digitally. Since Freía Resort's regular website is inactive, the sale has instead been moved to the e-commerce platform Are We Game. This is a company Hanna Friberg runs with her podcast colleague Lovisa Wallin, which normally sells board games.
"Things Are Going So Well"
Via social media, Hanna Friberg announced yesterday that the products would be sold at discounted prices. However, the traffic to the site quickly proved to be too high for the platform. Shortly after the launch at 10:00 am on Wednesday, technical difficulties arose.
Things are going so well for me with Freía. The site is overloaded. I'm sorry about that, writes Hanna Friberg on Instagram and continues in a later post:
You are too many trying to get in, so try again later. Total overload. It's fun, in a way, but sorry.
Freía Resort was registered in the spring of 2025 and quickly struggled with production delays and technical difficulties. Hanna Friberg has previously stated that she bought up the inventory so that the garments would be used and to get a dignified ending. Whether the sale marks the definitive end of the brand, or if a restart is planned in the future, has not yet been communicated.