What Caliroots does

Caliroots is a Stockholm-based streetwear and lifestyle fashion multi-brand e-commerce retailer founded in 2003, operating as a subsidiary of Footway Group. The company runs a curated online marketplace aggregating 100+ premium and contemporary streetwear brands—including Carhartt WIP (566 SKUs), Polo Ralph Lauren (515 SKUs), Lacoste (197 SKUs), Vans (179 SKUs), Needles (154 SKUs), and A.P.C. (149 SKUs)—across four primary product categories: apparel, headwear, shoes, and accessories. It serves 27+ European markets with localized storefronts, multi-currency checkout (SEK, EUR, DKK, NOK, GBP, CHF, ISK, CZK, PLN), and country-specific payment methods including Swish, Svea, Trustly, Visa, Mastercard, Amex, PayPal, Apple Pay, and Google Pay. The firm employs 101–250 people and combines men's and women's categories.

The platform is built on Shopify and powered by Footway+'s shared infrastructure, with customer support, payment integrations, and logistics handled through the parent group's technology stack. Marketing is concentrated on organic search and SEO through 100+ brand and category pages, an editorial magazine blog ("Caliroots Mag") that supports brand storytelling and discovery, an email newsletter, and organic social channels. The catalog scale is substantial, including 1,184 T-shirts, 1,137 caps, 1,134 hoodies, 951 jackets, 838 pants, and 690 sneakers, reflecting breadth across apparel, footwear, and headwear verticals.

Revenue is generated through direct-to-consumer retail markups on third-party branded inventory, with product pricing ranging from approximately 179 kr for basic accessories to over 16,999 kr for premium outerwear (e.g., Needles coats), complemented by seasonal discounts via a dedicated Sale section. The customer base is horizontal—fashion-forward individuals and streetwear enthusiasts across Scandinavia and the broader EU—making the business purely B2C with no enterprise or SMB contracts disclosed. Acquisitions history includes Soto (acquired 2016-11-21 for an undisclosed amount) and the company has raised equity from eEquity and Verdane across multiple disclosed rounds spanning 2013–2019.

Name

Caliroots

Legal name

Caliroots.com

Website

https://caliroots.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

Caliroots is a Stockholm-based multi-brand streetwear e-commerce retailer operating across 27+ European markets as a Footway Group subsidiary. It curates apparel, footwear, headwear, and accessories from 100+ brands—including Carhartt WIP, Polo Ralph Lauren, Lacoste, Vans, and Needles—for fashion-conscious consumers.

Ownership category

akta.pro rank

Product category

Streetwear Fashion Retail

NAICS

Shoe Retailers (458210), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Casual & Lifestyle Footwear Retail (CRAAADAB)

Keywords

• Streetwear fashion retail
• Multi-brand apparel
• Online clothing retail
• Scandinavian streetwear
• Fashion e-commerce

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product sales: Retail sale of apparel, footwear, accessories, and headwear from third-party brands. Revenue is generated through retail price markups on sourced inventory. The store features a Sale section and regularly offers percentage discounts on featured products.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Caliroots operates a multi-brand streetwear and lifestyle fashion e-commerce platform that retails apparel, footwear, headwear, and accessories sourced from over 100 international brands including Carhartt WIP, Polo Ralph Lauren, Vans, Lacoste, A.P.C., Needles, FILA, and Gramicci. The storefront aggregates curated brand and category collections and sells directly to consumers across 27+ European countries via a Shopify-based site powered by Footway+ infrastructure.

Product overview

Caliroots is a Shopify-powered streetwear and lifestyle e-commerce platform operating as a multi-brand marketplace. The platform offers a unified shopping experience with curated product collections across four main categories: Apparel (jackets, hoodies, T-shirts, shirts, pants, shorts, underwear), Headwear (caps, beanies, hats), Shoes (sneakers, boots, sandals), and Accessories (sunglasses, jewellery, watches, belts, wallets). The platform features over 100 international brands including Carhartt WIP (566 products), Polo Ralph Lauren (515 products), Needles (154 products), A.P.C. (149 products), Vans (179 products), Lacoste (197 products), and Gramicci (67 products). The site is powered by Footway+ and includes editorial content through Caliroots Magazine. The product architecture consists of the core e-commerce platform with integrated payment processing (Visa, Mastercard, Amex, PayPal, Apple Pay, Google Pay, Swish, Trustly, Svea) supporting delivery across 25 European countries with multi-currency pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Caliroots E-commerce Storefront Core online storefront aggregating apparel, footwear, headwear, and accessories from 100+ international brands, with self-serve checkout, multi-currency pricing, and delivery across 27+ European markets.
• Apparel Retail category encompassing jackets, hoodies, sweatshirts, T-shirts, tops, shirts, pants, shorts, skirts, and underwear from multiple streetwear and sportswear brands.
• Headwear Retail category offering caps, beanies, and hats from brands such as New Era, Mitchell & Ness, Pica Pica, Carhartt WIP, Kangol, Herschel, and Kavu.
• Shoes Retail category of footwear including sneakers, flats, boots, and sandals from streetwear, sportswear, and lifestyle brands.
• Accessories Retail category of accessories including sunglasses, jewellery, watches, interior items, belts, and wallets from assorted streetwear and lifestyle brands.
• Caliroots Magazine Editorial content platform integrated into the storefront, providing fashion inspiration, brand stories, and style guides for streetwear and lifestyle shoppers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

One partnership is on record.

• Footway+coreTechnology or IntegrationFootway+ is the platform infrastructure powering the Caliroots e-commerce site. The footer states 'Powered by Footway+' and customer support is handled via [email protected] with the phone line [020 - 12 12 11] routing to Footway's support team. Footway+ provides the underlying e-commerce technology stack, payment processing integrations, and logistics infrastructure for Caliroots as part of the Footway Group ecosystem.

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Urban Outfitters Europe: US-based multi-brand fashion and streetwear retailer with European e-commerce and physical stores. Comparable as a multi-brand streetwear/lifestyle retailer targeting the same young fashion-forward customer across European markets.
• SSENSE: Canadian-based global luxury and streetwear e-commerce platform. Comparable as a multi-brand curator of premium streetwear and designer fashion; competes for the same fashion-forward European consumer but at a higher price-tier overlap.
• Zalando: Europe's largest online fashion marketplace covering apparel, footwear, and accessories across 25+ markets. A broader incumbent competitor — Caliroots competes with Zalando for the same European streetwear/lifestyle fashion customer, but Zalando offers an order-of-magnitude larger assortment and reach.
• JD Sports Fashion: Major UK-listed sportswear and streetwear retailer operating across Europe including Sneaker District, size?, and Foot Patrol. Comparable as a parent of multiple streetwear/footwear banners competing for the same European streetwear customer.

Direct peers

• END. UK-based global streetwear and footwear e-commerce retailer carrying Carhartt WIP, Ralph Lauren, Vans, and similar heritage brands. Directly comparable as a curated multi-brand streetwear/footwear platform targeting the same European customer base.
• Footasylum: UK streetwear and sneaker retailer operating physical stores and e-commerce. Comparable as a streetwear/footwear multi-brand retailer targeting the same youth/fashion-forward customer segment in Europe.
• size?: UK-based streetwear and sneaker retailer owned by JD Sports Fashion. Directly comparable as a multi-brand sneaker/streetwear retailer with similar brand mix (Vans, New Balance, adidas, etc.) and European customer base.
• Sneakersnstuff: Stockholm-based sneaker and streetwear boutique and e-commerce retailer. A direct peer given shared Scandinavian roots, curated sneaker/streetwear assortment, and overlapping brand portfolio with Caliroots.
• Hanon Shop: Scottish sneaker boutique and e-commerce retailer carrying premium sneakers and streetwear brands. Comparable as a specialist streetwear/footwear multi-brand e-tailer with similar curation model and European customer overlap.

Others

• Footway Group: Caliroots' parent company and platform provider (Footway+). Listed on Nasdaq First North Growth Market; operates parallel footwear e-commerce brands. Relevant as the parent/economic owner and direct operator of overlapping e-commerce footwear properties in the same Nordic ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/calirootsstore
• Facebookfacebook.com/caliroots
• LinkedInlinkedin.com/company/caliroots

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caliroots