The story of Jascha Stockholm began, as mentioned, in the 1970s, when founder Christina Göpfert Melin studied haute couture in Paris. But the brand took its current form in 2001, when her son Jascha Trygg launched a minimalist wool coat that became a sales success.
During the 2010s, the younger siblings took over and expanded the brand to five of its own stores and over 200 retailers in the Nordic countries.
But the journey has not been without obstacles. As early as spring 2019, the company filed for bankruptcy of its own accord. The company had then tried to carry out a reconstruction, but lacked a financial solution while the market weakened.
Despite this, the family managed to restart the brand and drive it into the 2020s, with a new focus on growing e-commerce.
New Reconstruction and a Sales Plunge
At the beginning of the 2020s, the younger siblings took over leadership completely. The goal was to grow in European marketplaces and build its own e-commerce platform.
In 2025, the company behind the brand, Jascha Sales AB, once again initiated a corporate reconstruction. Sales then fell to 6.4 million Swedish krona during the year, compared to 16.4 million Swedish krona the year before. A decrease of over 60 percent. Operating profit also decreased from 743,010 Swedish krona in 2024 to -8.4 million Swedish krona.
During the reconstruction, several measures were taken to save the company.
E-commerce was to be restarted, but the plans were not implemented due to lack of resources and legal obstacles. So the company instead focused on the physical store on Götgatan in Stockholm, which for a period generated positive cash flow.
In spring 2026, however, the landlord announced that the property would be rebuilt, and the lease was terminated with financial compensation.
The company's auditor noted in the 2025 annual report that the company had not reported or paid taxes and social security contributions on time. The auditor also pointed out an uncertainty regarding the company's ability to survive.
Bankruptcy of its Own Accord
On August 17, 2026, the Stockholm District Court decided to put Jascha Sales AB into bankruptcy at the company's own request.
On the company's website, visitors are still greeted with an open online store, and the physical store is also said to be ready to receive customers.
We warmly invite you to explore our brand store located in the heart of Götgatan 37, Stockholm, says the website.