Coolstuff

What Coolstuff does

CoolStuff AB is a privately held Nordic e-commerce company headquartered in Malmö, Sweden, operating since 2005 under the brand Coolstuff. The company sells a broad catalog of novelty gadgets, personalized gifts, seasonal merchandise, toys, games, food and edible items, and home goods, serving primarily individual consumers across Sweden, Denmark, Norway, Finland, and Germany via country-localized storefronts on coolstuff.se and its Nordic/DACH equivalents. Its primary value proposition is curation of fun, quirky, hard-to-find items combined with an in-house personalization service (engraving and printing, executed in Sweden) that allows customers to customize T-shirts, glassware, caps, towels, posters, and accessories with photos, text, or designs.

The business is built on a self-serve D2C e-commerce platform with integrated product-configuration tools, secure checkout via Stripe and Klarna (including Swish, Apple Pay, Google Pay, invoice, and installment options), and logistics partnerships with Bring and Postnord, offering same-day shipping on orders placed before 14:00 and free shipping above 499 SEK. Customer service runs on Zendesk, returns are handled by partner Boxflow at a Klippan facility, and digital gift cards (100–800 SEK, 2-year validity) are issued via partner Retain24. The company holds Trygg E-handel certification from Svenska Distanshandel and uses SSL and 3D Secure for transactions.

Revenue is generated entirely through one-time product sales (no subscriptions), with pricing ranging from approximately 29 SEK to 4,999 SEK per item, supported by promotional campaigns such as a '3 for 2' offer. The customer base is overwhelmingly fragmented individual gift buyers, with a smaller secondary corporate/enterprise segment served through a 'företagsorder' channel and B2B invoice payments via Billie GmbH integrated through Klarna. Marketing is multi-channel (Instagram, Facebook, YouTube, TikTok, email, content/SEO, and an Adtraction affiliate program) with strong seasonal emphasis on Christmas, Midsummer, and gift-giving occasions; the brand maintains a 4.6/5 rating across 2,250 verified reviews.

Name

Coolstuff

Legal name

CoolStuff AB

Website

https://coolstuff.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

CoolStuff AB is a privately held Nordic e-commerce retailer headquartered in Malmö, Sweden, selling novelty gadgets, personalized gifts, seasonal items, toys, and edibles to individual consumers and corporate buyers across Sweden, Denmark, Norway, Finland, and Germany via country-localized D2C storefronts.

Ownership category

akta.pro rank

Product category

Online Gift Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), All Other Miscellaneous Retailers (459999), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Miscellaneous Retail (5900), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Novelty & Humor Gifts Retail (CRALAJAB)

akta.pro secondary industries

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD), Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Novelty gift retail
• Personalized products
• E-commerce gadgets
• Gift cards online
• Seasonal gift shop

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales across a wide range of novelty gift items, gadgets, personalized products, edible treats, and seasonal items. Revenue is generated through individual transaction purchases with no subscription component.
2. Digital Gift Cards: Digital gift cards sold in denominations from 100 SEK to 800 SEK, valid for 2 years for purchases on coolstuff.se. Partnered with Retain24 for gift card issuance and delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Coolstuff is a Nordic e-commerce retailer that sells personalized gifts, novelty gadgets, seasonal items, food and edibles, toys, and home goods through its own online storefronts. Its distinctive offer is in-house product personalization (engraving and photo/print customization) performed in Sweden, plus digital gift cards, gift wrapping, climate-compensated shipping, and a 90-day open purchase policy. The catalog spans hundreds of novelty and gift items targeted at gift-giving occasions throughout the year.

Product overview

Coolstuff is a Swedish e-commerce company operating coolstuff.se, offering a diverse portfolio of fun gadgets, novelty gifts, and personalized products primarily for the Scandinavian market. The core product offering centers on personalized/customizable items (engraved glassware, photo T-shirts, custom posters, embroidered caps) and novelty gift boxes, complemented by seasonal categories like advent calendars and Christmas products. The company also sells toys, games, food/edibles, home & garden items, and cooling products. Coolstuff operates their own in-house personalization service in Sweden (engraving and printing). Key product lines include: Digital Gift Cards (via Retain24), Personalized Products (T-shirts, glassware, caps, towels, posters), Advent Calendars (272 products across multiple categories), Gift Boxes, Fans/Cooling Products, Bath & Pool items, Toys & Games, Food/Edibles, and Christmas/Holiday products. The company ships to Sweden, Denmark, Germany, and Finland with free shipping over 499 SEK and offers a 90-day open purchase policy.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Gift Card (Digitalt presentkort) Digital gift cards available in denominations from 100 SEK to 800 SEK, delivered via email from partner Retain24. Valid for 2 years for purchases on coolstuff.se. Non-refundable and cannot be exchanged for cash. Aimed at Nordic consumers looking for gifting options.
• Personalized Products (Personliga presenter) Customizable products including T-shirts with photos or text, engraved glassware (beer, wine, champagne, whisky glasses), caps with embroidery, snuff boxes, thermal bottles, photo posters, towels, serving boards, and aprons. Personalization done in Sweden with engraving and printing capabilities. Aimed at consumers and corporate gift buyers.
• Advent Calendars (Adventskalendrar) Alternative advent calendars featuring toys, gadgets, food, and novelty items instead of traditional chocolate. Includes tea calendars, puzzle calendars, beauty calendars, and branded calendars (Minecraft, Harry Potter, Hello Kitty, National Geographic, Porsche, Fendt). Targeted at families and gift buyers during the Christmas season.
• Gift Boxes (Presentlådor) Pre-curated gift box sets including drink mixes (rum, gin, cocktails), hot sauce, dried fruits and berries, mochi, boba tea, chips, and chocolate. Brands include Thoughtfully, Do Your, and Hot Chip. Aimed at consumers seeking ready-made gift solutions.
• Fans and Cooling Products Cooling and heat-relief products including portable desk fans (Vooni), neck fans, fans with humidifiers, cooling towels, cooling neck rings, ice popsicle makers, ice cube trays, cool boxes, and portable air coolers. Aimed at Nordic consumers seeking summer and hot-weather relief products.
• Bath and Pool Products Inflatable pool floats, air mattresses, beach towels, pumps, and water toys. Brands include Intex. Includes giant floating mats and inflatable volleyball sets. Aimed at families and summer consumers.
• Toys and Games Board games, party games, card games, puzzles, outdoor toys, water toys, and fidget toys. Includes products from brands like Spralla, Hasbro, EXIT: The Game, and Hidden Games. Aimed at families, kids, and adults seeking entertainment.
• Food and Edibles (Ätbart) Edible products including loose candy, chocolate, licorice, cookies, ice cream, coffee, and alcohol. Brands include Jelly Belly, Anthon Berg, Baileys, Marabou, Haribo, and Lakritsfabriken i Ramlösa. Includes Swedish-made products. Aimed at consumers seeking gifts and indulgences.
• Home and Garden Kitchen utensils, garden tools, grilling accessories, cleaning tools, office supplies, lamps, and design items. Includes grilling products, glassware, mugs, serving boards, and barbecue accessories. Aimed at households and gift buyers.
• Christmas Products Christmas decorations, ornaments, Christmas candy, gift wrapping, and Christmas gift suggestions. Includes Christmas tree ornaments featuring beer mugs, Disney, Marvel, Harry Potter themes, and Coca-Cola bottles. 800+ products in the Christmas shop. Aimed at Nordic consumers during the holiday season.
• Holiday Gifts (Högtider) Products for various Swedish holidays including Midsummer, Christmas, Easter, Mother's Day, Father's Day, Valentine's Day, and Confirmation. Includes celebration-specific items and themed gift selections. Aimed at Nordic consumers across the calendar year.
• Pop-up Greeting Cards 3D pop-up greeting cards for various occasions including Christmas, birthdays, weddings, and congratulations. Cards feature elaborate paper engineering that unfolds when opened. Brand includes CharmPop. Aimed at consumers seeking distinctive greeting cards.

Quantifiable outcome

• 90-day open purchase policy, exceeding industry standard
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Retain24coreTechnology or IntegrationDigital gift card partner that handles gift card issuance, email delivery, and validity tracking. Retain24 delivers digital gift cards to customer email addresses and manages the 2-year validity period for all gift cards purchased on coolstuff.se.
• BringcoreOthersPrimary shipping and logistics partner for order delivery. Offers Privatpaket delivery to pickup points. Orders with Bring shipping placed before 14:00 are shipped same business day.
• PostnordcoreOthersSecondary shipping partner offering Mypack Collect (delivery to pickup points) and Mypack Home (evening delivery to home address) services.
• KlarnacoreOthersPrimary payment provider offering multiple payment methods including direct bank transfer, Swish, card payments, invoice (30/60 days), and installment plans. Handles payment processing for the majority of customer transactions.
• StripecoreTechnology or IntegrationSecure payment gateway that processes all card transactions (Visa, MasterCard, Amex) through Kustom's checkout system. All transactions are encrypted via SSL with 3D Secure authentication.
• KustomcoreTechnology or IntegrationPayment processing intermediary that connects Coolstuff with various payment providers including Klarna and Stripe. Provides the checkout infrastructure and payment window for all transactions.
• Billie GmbHminorOthersInvoice payment service for business customers (B2B), enabling corporate buyers to pay invoices within 30 days without credit check. Integrated through Klarna's B2B offering.
• BoxflowcoreOthersReturns processing and warehouse partner handling logistics for returns at their Klippan facility (Lagergatan 4, 26494 Klippan). Manages the return process for open purchases and customer complaints.
• Affectlayer (Adtraction)minorGTM or Marketing PartnerAffiliate marketing partner platform managing the Coolstuff affiliate program. Allows partners to earn commissions by referring customers to coolstuff.se.
• ZendeskcoreTechnology or IntegrationCustomer service and helpdesk platform powering the FAQ, contact forms, and customer service ticket management system at coolstuff.zendesk.com.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coolshop: Danish e-commerce retailer selling cool gadgets, gaming gear, and novelty items across the Nordics. Closest direct competitor to Coolstuff, with overlapping categories (gadgets, toys, lifestyle) and similar demographic and pricing positioning.
• SmartaSaker: Swedish online retailer specializing in smart gadgets, fun tech, and innovative household products. Mirrors Coolstuff's 'cool gadgets' positioning and target audience in the Swedish market.
• Designtorget: Swedish design and gift retailer offering curated Scandinavian-designed products and gifts. Comparable as a Nordic gift/lifestyle retailer with overlapping customer base and gift-giving occasion merchandising.
• Lagerhaus: Swedish lifestyle retailer offering home, gift, and seasonal items with a quirky Scandinavian aesthetic. Overlaps with Coolstuff in gift boxes, home items, and seasonal/holiday merchandise.
• Not On The High Street: UK curated marketplace for personalized and unique gifts. Operates a similar personalization-led, gift-occasion-driven model targeting consumers seeking distinctive presents.
• Firebox: UK online retailer of novelty gifts, gadgets, and quirky products. Directly comparable assortment and customer demographic to Coolstuff's gadget/novelty category.
• Menkind: UK gift retailer specializing in gadgets, games, and experience gifts for men. Closely aligned with Coolstuff's gadget and gift-box positioning.
• Uncommon Goods: US-based retailer of unique, often personalized gifts and creative goods. Comparable to Coolstuff's mix of novelty, customizable, and gift-occasion items.

Broad incumbents

• Åhléns: Major Nordic department store chain with broad home, beauty, and gift assortment. Larger incumbent that overlaps with Coolstuff in gift and lifestyle categories but at much broader scale and offline footprint.
• Zalando: Largest European online fashion/lifestyle platform. Overlaps with Coolstuff through lifestyle, accessories, and gift-occasion demand across the same Nordic and German markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xinstagram.com/coolstuffcom
• YouTubeyoutube.com/user/wwwCoolStuffcom
• Facebookfacebook.com/CoolStuffSE
• Instagraminstagram.com/coolstuffcom
• TikToktiktok.com/@coolstuffcom

Compliance3 records

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 Coolstuff