The company was founded in 2021 by Amanda Schulman together with Jessica Dersén and Karin Svensson. In 2024, the company experienced setbacks in the form of sold-out key products, which slowed down the expected growth.
The distribution of the brand's range is based on a combination of direct online sales and partnerships with external retailers. When the products were again available in stock, the company was able to meet customer demand.
Digital marketing, driven through social media and collaborations, continued to run parallel to the presence of players such as Åhléns, Kicks and Lyko. By optimizing these flows, the company reversed the previous sales dip.
Growth was largely driven by the company's own digital sales channel, which grew by over 120 percent.
Positive Operating Income for 2025
The increased sales are reflected in the company's financial figures. Turnover increased from 13.7 million Swedish kronor in 2024 to 25 million Swedish kronor for 2025. This corresponds to a growth of over 80 percent.
Operating income was SEK 118,200 in 2024. For 2025, operating income amounts to SEK 1.3 million, which corresponds to a profit margin of 5 percent.