Behind the new brand are André Kvamme, former CEO of Kindly, and Vanessa Lindblad, one of the founders of the beauty company Caia Cosmetics.
At launch, the company is releasing seven different products directly to consumers. Sales will largely take place through its own e-commerce platform, but the company has already secured agreements with several retailers before starting. The products will be available at the online pharmacies Meds and Apohem, via the Baby Journey network, and in over 300 of Apotek Hjärtat's physical stores.
We have built Repeats from the beginning based on a clear long-term plan. The seven products and our selected retailers are a well-considered foundation for how we want to grow and create greater value for the customer, both in and around the products," says André Kvamme, and continues:
We want to build a strong Nordic brand that can over time take a natural place in the European market.
Lessons from the beauty industry
Vanessa Lindblad joins as co-founder and investor and also has the role of brand manager during the company's start-up phase. She brings her experience from the beauty industry to work on the brand's positioning and how they communicate with customers.
For me, proximity to the customer is central. From my time building one of Sweden's largest personal brands and founding Caia, I have seen the importance of a strong community in building a brand that lasts over time," says Vanessa Lindblad.
She further explains how the company plans to stand out in the market by offering added value around the purchase.
With Repeats, we want to create something that extends beyond the products themselves and becomes a natural part of the customer's everyday life. This requires us to be responsive, relevant and constantly close to our target group. Caia has also been very good at combining inspiration with knowledge in an entertaining and accessible way, and that is an experience I bring with me into Repeats," says Vanessa Lindblad.
We want to build a brand that makes health simpler and more inspiring to incorporate into everyday life.
Furthermore, Vanessa Lindblad explains how they have reasoned about the brand's direction and why they have chosen the format they are launching with.
Repeats is based on the belief that real results come from what we do consistently over time. Therefore, it has been important for me to create products that have a clear purpose, but which also feel well-thought-out in everything from taste and design to how they become a natural part of the daily routine. It is in the repetition that progress happens, and that is where I believe Repeats can create something truly strong.
Investors and capital
In addition to the founders, the company has attracted capital from several well-known names in the business community. The ownership list includes Noel Abdayem, Bo Eklöf, Tony Jansson and Mats Winterfeldt.
However, the company does not want to share any exact figures on how much money has been invested to finance the start-up.
We are not releasing any exact figure for the investment, but the company is financed by the founders together with the external investors and is well equipped for the launch and continued growth," says André Kvamme.
The same applies to the financial goals and expectations during the first financial year.
Repeats is not communicating any specific turnover targets at this time. With a strong position already at launch, through its own e-commerce platform and agreements with several established retailers, the company nevertheless sees very positive prospects for its growth," says André Kvamme.
Swedish production and pricing strategy
The production of the seven products takes place entirely in Sweden.
Repeats does not have its own factory but has a very close collaboration with an external, Swedish, pharmaceutical-grade manufacturer," says André Kvamme.
The prices of the products range from 269 to 299 Swedish krona per package. When it comes to pricing in the market, the company has chosen a specific path to reach a wider target group from the start.
Our pricing strategy is based on accessibility. We have started from the customer's needs and wanted to find a price level that allows more people to choose products with high quality and well-thought-out formulations," concludes André Kvamme.