Astrid Wild

What Astrid Wild does

Astrid Wild is a female-founded direct-to-consumer outdoor apparel brand headquartered in Stockholm, Sweden, founded in 2019 by Jemina Pomoell and Maria Paulsson Rönnbäck with seed backing from Antler (~$110K, June 2019). The company designs and sells women's outdoor clothing exclusively — a layered system comprising 100% merino wool base layers and tops (Ingrid and Aleksandra collections), recycled-wool mid-layer fleeces (Minna, Ada), 3-layer waterproof/windproof shell jackets and pants (Emma), hiking and outdoor pants (Amelia, Astrid, Vera, Elsa, Rosa), hiking shorts and dungarees (Ester, Agnes), accessories, and digital gift cards — at unit prices ranging from roughly $49 to $859, manufactured in small batches in Lithuania, Latvia, and Poland using RWS-certified merino, recycled wool, recycled polyamide/polyester, and fluorocarbon-free DWR treatments.

The business model is a margin-friendly DTC stack on Shopify with worldwide shipping via Bring, DHL, PostNord, UPS, and Posti; a single physical showroom at Sankt Eriksgatan 116 in Stockholm that doubles as a try-on and fit-consultation hub; a corporate sales program for team outfitting; and a community layer including a co-creation program and an Astrid Wild Pre-Loved resale Facebook group. The core technical differentiator is fit: the company offers 42 pants sizes (EU 32–58) with three leg lengths (Short, Regular, Tall) and a Tops-to-5XL range, claimed as the largest inclusive size range in the Nordics, supported by an all-female product team with 40+ years of combined experience and a 4.75/5 aggregate score across 5,425 verified customer reviews.

The company remains privately held and bootstrapped beyond its initial Antler round, operates with a 1–10 employee team, and serves women outdoor enthusiasts, plus-size women historically underserved by outdoor apparel, and style-conscious women seeking fashion-meets-function crossover. Its commercial priorities — co-creation community, transparency about fabric and production partners (Olmetex, FOV, Tindra, YKK), and circularity via the Pre-Loved program — are consistent with a niche-specialist positioning rather than a mass-market play.

Name

Astrid Wild

Legal name

Astrid the Wild AB

Website

https://astridwild.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Astrid Wild is a female-founded, direct-to-consumer outdoor apparel brand headquartered in Stockholm, Sweden, designing and selling women's outdoor clothing — pants, shell jackets, fleece, and base layers — in inclusive sizes XXS to 5XL across 42 pants sizes, globally via Shopify e-commerce and a Stockholm showroom.

Ownership category

akta.pro rank

Product category

Women's Outdoor Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)

Keywords

• Women's outdoor apparel
• Hiking pants
• Waterproof shell jackets
• Merino wool base layers
• Fleece mid-layers

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Astrid Wild generates revenue through direct sales of outdoor apparel to consumers via their e-commerce platform and physical Stockholm store. Products include pants, shorts, jackets, fleece, base layers, tops, and accessories. The brand sells at full retail price with occasional archive/discounted sales for discontinued items.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Astrid Wild designs, manufactures, and sells a complete line of outdoor apparel exclusively for women, including hiking/outdoor pants, merino wool base layers and tops, recycled wool fleece jackets and vests, waterproof 3-layer shell jackets and pants, outdoor shorts, workwear dungarees, and wool accessories. Products are offered in an inclusive size range (XXS–5XL, 42 pants sizes) and sold direct-to-consumer through a Shopify e-commerce storefront, a Stockholm physical showroom, and worldwide shipping.

Product overview

Astrid Wild is a female-founded outdoor apparel brand offering a complete wardrobe of women's outdoor clothing. The product portfolio centers on a layered system for outdoor activities: 100% merino wool base layers and tops (Ingrid and Aleksandra collections), recycled wool mid-layer fleece jackets and vests (Minna and Ada collections), technical outer layers including waterproof/breathable shell jackets and pants (Emma 3L Shell Jacket and Pants), and a broad range of hiking and outdoor pants in seven distinct styles (Amelia, Astrid, Vera, Elsa, Rosa, and Emma Shell Pants). The range also includes hiking shorts (Ester), workwear dungarees (Agnes), accessories such as wool neckwarmers and headbands, and digital gift cards. All products are designed exclusively for female bodies, offered in sizes XXS–5XL (42 sizes for pants), and manufactured in small batches in Europe using consciously sourced materials including RWS-certified mulesing-free merino wool and recycled polyamide/polyester fabrics.

Differentiator

Problem solved

Functional benefit

Brands

• Skinome: Sister brand mentioned in community content. Referenced as 'our sister brand Skinome' during community events.

Products and services

• Minna Wool Fleece Jacket Women's wool fleece jacket made from recycled wool mix with a generous fit ideal for layering, available in full jacket and vest styles; a flagship bestseller of the brand.
• Minna Minimalist Wool Fleece Jacket

Quantifiable outcome

• 42 different pants sizes offered - largest size range in the Nordics
• +3 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• SkinomeminorStrategic or Co-development PartnerAstrid Wild collaborated with sister brand Skinome for the 'Horse, Yoga, Love' day retreat event in May, gathering women for outdoor wellness activities.
• Pure Effect SwedenminorGTM or Marketing PartnerPure Effect is recommended by Astrid Wild for garment care products. They produce an outdoor clothing mist that removes odor using active bacterial culture.
• Olmetex (Italy)coreTechnology or IntegrationOlmetex is the fabric supplier for the Ester Outdoor Shorts. Supplier details are listed on product pages as part of transparency commitment.
• FOV (Sweden)coreTechnology or IntegrationFOV is the fabric supplier for the Amelia Hiking Pants. Sweden-based supplier with sustainability focus.
• Tindra (Lithuania)coreImplementation/ SI/ Consulting PartnerTindra is the production partner for the Ester Outdoor Shorts, manufactured in Lithuania as part of Astrid Wild's European production commitment.
• YKKcoreTechnology or IntegrationYKK is the zipper supplier for Astrid Wild products, providing high-quality zippers for outdoor apparel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fjällräven: Swedish heritage outdoor brand with broad women's apparel and outdoor gear. Comparable geographic origin (Sweden), heritage DTC-plus-retail model, and similar product breadth across base layers, shells, and pants.
• Patagonia: US-based outdoor apparel leader with deep women's line and sustainability positioning. Comparable on women's outdoor category, sustainability messaging, and DTC/retail omnichannel, though far larger and broader.
• Arc'teryx: Premium technical outdoor brand with dedicated women's line. Comparable on premium shell/pricing, technical fabric focus, and female-specific design, though more technical and broader assortment.
• Mountain Hardwear: Established technical outdoor apparel brand with women's outdoor line. Comparable on shell jackets/pants and hiking apparel for women, though broader assortment and B2B/rep channel focus.

Direct peers

• Houdini Sportswear: Stockholm-based outdoor apparel brand with strong sustainability and women's line. Closely comparable on geography (Sweden), philosophy (sustainability, community, design-led), and product mix (base layers, shells, fleece).
• Klättermusen: Swedish premium outdoor brand with technical apparel for women and men. Comparable Swedish origin, premium positioning, performance fabric focus, and DTC/retail distribution.
• Norrøna: Norwegian premium outdoor brand with a strong women's-specific product line and inclusive sizing. Comparable on Nordic heritage, women-focused apparel design, and premium technical positioning.
• Kari Traa: Norwegian women's outdoor/base layer brand. Comparable on women-exclusive outdoor apparel focus, merino base layer category, and Nordic origin.

Emerging players

• Cotopaxi: US-based outdoor apparel brand with sustainability and mission-driven positioning. Comparable as a younger DTC outdoor brand targeting values-driven female consumers, though broader product mix and larger scale.
• Picture Organic Clothing: French outdoor/ski apparel brand with sustainability focus and women's offering. Comparable as an emerging DTC outdoor brand leveraging sustainability messaging and base-layer/shell mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/751194942652415
• LinkedInlinkedin.com/company/astridwild

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Astrid Wild