Glitter

What Glitter does

Glitter is a Swedish direct-to-consumer fashion jewelry and accessories retailer founded in 1974 and headquartered in Stockholm. The company sells earrings, necklaces, bracelets, rings, hair accessories, sunglasses, bags, and other accessories through both a network of physical retail stores in Sweden and a localized e-commerce platform operating across four Nordic countries (Sweden, Norway, Denmark, and Finland) via country-specific domains. Product pricing spans from budget fashion items at under 100 SEK to premium sterling silver and 18k gold-plated pieces up to 899 SEK, with a dedicated children's range and a Pride collection extending the assortment beyond core women's fashion jewelry. The company also retails third-party brands including Safira, Lily and Rose, Don Donna, and Handskmakaren.

Glitter's business model is straightforward retail: revenue is generated through one-time transactional sales at fixed unit price points, supplemented by recurring promotional and seasonal sale events with discounts up to 70%. The go-to-market is omnichannel, integrating online and physical retail through services such as free shipping over 300 SEK, free in-store returns, and store-based order pickup. Marketing is concentrated in organic social media (Instagram @GLITTEROFFICIAL, Facebook GlitterSverige), email newsletters, SEO-optimized product pages, and seasonal themed campaigns. The company has no disclosed proprietary technology, mobile application, API, or AI/ML capabilities, and operates as a traditional product-and-retail business rather than a technology platform.

Customer segments are broadly B2C and undifferentiated: primary buyers are young, fashion-conscious women seeking affordable trend-driven jewelry, with secondary segments including children/parents and the LGBTQ+ community through the Pride collection. The company does not disclose enterprise customers, B2B contracts, or recurring subscription revenue, indicating a long-tail consumer base with no significant customer concentration risk. There is no disclosed ownership, parent company, funding history, leadership team, M&A activity, or patent portfolio in the source material.

Name

Glitter

Legal name

Glitter

Website

https://glitter.se

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Glitter is a Swedish direct-to-consumer fashion jewelry and accessories retailer founded in 1974, operating physical stores in Sweden and localized e-commerce across Sweden, Norway, Denmark, and Finland. It sells affordable trend-driven jewelry, hair accessories, sunglasses, and bags to primarily young female consumers, with no disclosed proprietary technology or AI capabilities.

Ownership category

akta.pro rank

Product category

Fashion Jewelry Retail

NAICS

Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Statement & Trend Jewelry (CRAKABAB), Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)

Keywords

• Fashion jewelry retail
• Sterling silver jewelry
• Hair accessories
• Fashion bags
• Affordable accessories

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Glitter generates revenue through direct sales of jewelry and accessories to consumers via physical retail stores and e-commerce. Products are sold at fixed price points with periodic sales and discounts. Revenue is one-time transaction based rather than recurring.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Glitter is a Swedish fashion jewelry and accessories retailer that sells earrings, necklaces, bracelets, rings, bags, hair accessories, sunglasses, scarves, hats, wallets, keyrings, jewelry boxes, children's jewelry, and themed Pride collections through physical retail stores across Sweden and e-commerce platforms serving Sweden, Norway, Denmark, and Finland. The assortment spans budget fashion pieces (under 100 SEK), mid-range stainless steel and sterling silver items (100–300 SEK), premium 18k gold-plated sterling silver (300–500 SEK), and signature designer-branded pieces (500–899 SEK), with periodic sales offering discounts up to 70%.

Differentiator

Problem solved

Functional benefit

Brands

• Safira: Third-party jewelry brand sold at Glitter
• Lily and Rose
• Don Donna
• Handskmakaren

Products and services

• Fashion Jewelry (Smycken) Fashion jewelry collection spanning örhängen (earrings), halsband (necklaces), armband (bracelets), ringar (rings), unisex pieces, piercings, fotlänkar (anklets), berlocker (charms), bokstäver (letter charms), broscher (brooches), and jewelry accessories, offered across fashion metal and base-material tiers priced under 100 SEK up to mid-range items. Targets Nordic consumers seeking trendy, affordable everyday and occasion wear.
• Sterling Silver Jewelry (Äkta silver) Genuine 925 sterling silver jewelry line including silver earrings, necklaces, bracelets, rings, charms, letter charms, nose piercings, and anklets, priced in the 100–499 SEK range. Targeted at consumers seeking higher-quality, hypoallergenic, long-wearing silver pieces.
• Gold-Plated Sterling Silver Jewelry (Guldpläterat äkta silver) Premium jewelry line of 18k gold-plated genuine sterling silver earrings, necklaces, bracelets, rings, charms, letter charms, and anklets, typically priced in the 299–500 SEK range. Targeted at consumers seeking the look of solid gold at a more accessible price point.
• Stainless Steel Jewelry (Stål) Stainless steel jewelry (including 18k gold-plated steel variants) covering earrings, necklaces, bracelets, and rings, typically priced 149–299 SEK. Manufactured with PVD coating technology for waterproof, tarnish-resistant, and hypoallergenic properties, targeting consumers with sensitive skin or active lifestyles.
• Bags (Väskor) Handbag line including axelremsväskor (shoulder bags), shoppers, crossbody bags, clutch bags, and bag charms across material and price tiers. Targeted at Nordic women seeking on-trend bag accessories to pair with the jewelry assortment.
• Hair Accessories (Håraccessoarer) Hair accessory line including spännen & klämmor (clips and clamps), diadem (tiaras), franska hårnålar (French hair pins), hårsnoddar (hair elastics), scrunchies, hårband (headbands), löshår (false hair), and styling tools. Targeted at women, teens, and girls seeking functional and decorative hair pieces.
• Fashion Accessories (Accessoarer) Broader fashion accessory line including sunglasses, scarves, hats and caps (hattar & kepsar), wallets and card holders (plånböcker & korthållare), keyrings (nyckelringar), mobile accessories (mobiltillbehör), leather gloves (skinnhandskar), and knitwear (stickat). Targeted at Nordic consumers seeking coordinated accessories to complement jewelry and outfits.
• Sunglasses (Solglasögon) Sunglasses line including frame styles such as cateye with bold frames, with products on sale up to 50% off entry points around 99.90 SEK. Targeted at fashion-conscious Nordic women seeking affordable eyewear as a self-expression accessory.
• Children's Jewelry & Accessories (Barn) Dedicated children's line including barnsmycken (children's jewelry), barnsilversmycken (children's sterling silver jewelry), barnsmyckeskrin (children's jewelry boxes), barnhåraccessoarer (children's hair accessories), and barnaccessoarer (children's accessories). Targeted at parents seeking safe, affordable, age-appropriate jewelry and accessories for children and teenagers.
• Pride Collection Rainbow-themed Pride jewelry and accessories collection including örhängen med säkerhetsnålar (safety-pin earrings), regnbågens färger (rainbow multi-chain necklaces), and commemorative items produced in collaboration with Regnbågsfonden and designer Fredrik Robertsson. Targeted at LGBTQ+ consumers and allies in the Nordics seeking identity-affirming, celebratory accessories.
• Jewelry Boxes (Smyckeskrin) Jewelry storage boxes (smyckeskrin) for organizing and storing rings, earrings, necklaces, and bracelets. Complementary product to the jewelry assortment, also available in a children's variant.
• Sale Items (REA) Discounted merchandise across jewelry, accessories, and hair accessories with markdowns up to 70% off original prices, including dedicated rea (sale) subcategories for smycken, accessoarer, and håraccessoarer. Targeted at price-sensitive Nordic consumers seeking trend items at lower price points.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Pandora:
• H&M (Hennes & Mauritz): H&M is a mass-market fashion apparel giant with a broad accessories and fashion jewelry assortment at very low price points — a partial but powerful competitor that overlaps with Glitter on trend jewelry and accessories for similar demographics.

Direct peers

• Claire's: Claire's is a global fashion jewelry and accessories chain targeting young women and teens with affordable earrings, hair accessories, and trend-driven pieces — closely matching Glitter's core customer, price band, and category mix.
• SIX (Sverige): SIX is a Swedish fashion retailer with comparable price-point fashion jewelry and accessories, operating physical stores in Sweden and the Nordics — directly overlapping Glitter's assortment, target demographic, and geographies.
• Lovisa Holdings: Lovisa is a global fast-fashion jewelry specialist with a mall-based store model and trend-driven, low-priced assortment — a near-direct comparator to Glitter on product, price, and target customer.
• Accessorize: Accessorize is a UK-based fashion accessories and jewelry retailer operating in a similar price tier and trend-led merchandising model — directly comparable to Glitter's fashion-forward, multi-category accessories approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GlitterSverige
• Instagraminstagram.com/glitterofficial
• LinkedInlinkedin.com/company/glitter-international-ab

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Glitter