Both founders have long careers behind them in the retail industry and bring industry experience to the new venture. Caroline Gunterberg has spent nearly twelve years at H&M in roles as Global E-commerce Manager for women's clothing and most recently as Head of H&M Studios. Johan Avedal has worked as Creative Director at H&M and also has previous experience from companies such as Condé Nast and Studio Bon.
Behind the new venture is a recently renamed limited company based in Enskede. It was during their time as colleagues at the fashion giant that the idea for the new concept began to take shape.
Love and the Number Eleven
The story of the brand is closely linked to how the duo met, which has also influenced the name itself.
The number eleven means a lot to us. We met when we ran a photo studio together and fell in love. The studio was located at address number eleven, and the journey we took there with the team is something we will cherish forever, the founders say in a statement.
In addition to the personal connection, there is also a more spiritual thought behind the choice of name. The concept is based on the belief that intuition leads people in the right direction in life. In numerology, eleven is said to be a master number known as "the intuitive visionary." According to the founders, it represents enlightenment at a high level, spiritual insight and strong empathy. Seeing 11:11 is described as a sign of being in sync with the universe.
First Products
The debut collection launches on June 11, Thursday, and consists of both clothing and accessories. The range is characterized by a relaxed aesthetic with influences from the 1970s, 80s and 90s. The e-commerce store will offer, among other things, t-shirts, summer dresses, sweatpants as well as caps and tote bags.
At launch, the price range is in the mid-segment, with prices from around 500 to over 2,000 Swedish krona.
Handpicked Team and Modern E-commerce Technology
To build up the business, the workforce has already begun to expand. Recently, the first employee joined, a recruitment from the USA who was selected from among nearly 200 applicants. The new employee will focus on social media and content creation.
Technically, the fresh online store is built on the e-commerce platform Shopify. The checkout is equipped with payment solutions such as Apple Pay, PayPal and Shop Pay to handle customer transactions.