By Malina

What By Malina does

Malina (formerly By Malina, rebranded March 2024) is a Swedish contemporary fashion brand founded in 2010 by designer Malin Ek Andrén, specializing in printed and feminine occasion wear for women. Its core assortment spans dresses (maxi, midi, mini), a dedicated bridal capsule (gowns, bridesmaids, accessories, fitting services), and adjacent ready-to-wear categories including tops, knitwear, suits, trousers, skirts, outerwear, beachwear, and — as of 2025 — a Monogram Leather accessories line. The brand's identity fuses Scandinavian restraint with Mediterranean influences drawn from the founder's Greek heritage, anchored by a 14+ year archive of proprietary prints and validated by Sweden's Guldknappen fashion award (2018).

Underlying technology consists of a standard DTC e-commerce stack: the Centra commerce platform on bymalina.com, Microsoft Dynamics 365 Business Central ERP for operations, Delogue PLM for product lifecycle management, Global-E as merchant-of-record for international checkout (currencies: SEK, EUR, GBP, USD), and Klarna for payments across Sweden, Norway, Denmark, Finland, Germany, UK, and US. The company operates a flagship retail store at Jakobsbergsgatan 3 in Stockholm's Bibliotekstan district and ships orders from a Swedish warehouse.

Revenue is generated through three streams: direct-to-consumer e-commerce (transaction-based, with unit prices $143-$715), wholesale to European re-sellers (Scandinavia is currently the largest market), and short-cycle designer collaborations (capsule collections with influencers such as Sofia Ruutu and Anouk Yve). Following Stella Capital's 2022 majority acquisition, Malina is executing an offensive international expansion into the US, UK, and Asia, supported by a 2024 rebranding, retail expansion, and new product categories.

Name

By Malina

Legal name

Malina AB

Website

https://bymalina.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Malina is a Swedish contemporary fashion brand (founded 2010, rebranded 2024) designing printed, feminine occasion wear, bridalwear, and accessories for women. It sells globally via DTC e-commerce, a Stockholm flagship, and European wholesale, and is expanding into the US, UK, and Asia.

Ownership category

akta.pro rank

Product category

Women's Designer Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Bridal & Occasionwear (CRAAAFAI)

akta.pro secondary industry

Bridal & Wedding Party Styling (Attire, Hair/Makeup Coordination) (HSACABAF)

Keywords

• Women's occasion wear
• Designer dresses
• Bridal collection
• Ready-to-wear fashion
• Printed fashion apparel

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through bymalina.com with international shipping to customers worldwide via Global-E platform
2. Wholesale/Reseller: Sales to re-sellers in large parts of Europe, with Scandinavia as currently the largest market
3. Designer Collaborations: Capsule collections with fashion influencers including Anouk Yve and Sofia Ruutu

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Malina designs, produces, and sells printed, feminine occasion wear and bridal apparel for women, including signature dresses, bridal gowns, ready-to-wear pieces (tops, knitwear, suits, trousers, skirts, jackets), leather accessories, and beachwear. Products are sold globally through bymalina.com (DTC) and Stockholm's Bibliotekstan flagship store, plus wholesale to European retailers.

Product overview

Malina is a Swedish fashion brand (founded 2010) offering occasion designer clothing for women. The product portfolio centers on occasion wear and bridal collections, featuring dresses (maxi, midi, mini), bridal gowns, tops, knitwear, suits & blazers, trousers, skirts, jackets, matching sets, accessories, and beachwear. The brand has expanded from its core printed occasion wear DNA into broader categories including the Monogram Leather Collection, sustainable Better Choice line, and The Malina Report editorial content. Products range from XXS to XXL (EU sizes 32-48) with a focus on quality materials including silk, linen, cashmere, and sustainable fabrics. The company operates a flagship store in Stockholm's Bibliotekstan and offers both DTC and wholesale channels globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Occasion Wear / Dresses Signature collection of printed and feminine occasion wear dresses including maxi, midi, and mini lengths in various styles from tulle and floral prints to satin and silk fabrics.
• Bridal Collection Complete bridal wear collection featuring wedding gowns, bridal gowns, mini dresses, separates, jumpsuits, suits, bridesmaids dresses, veils and accessories.
• Malina Bridal Fitting Service Personalized 60-minute bridal fitting session at Stockholm Flagship store with stylist assistance, including complimentary 30-minute follow-up fitting. Appointment fee of 500 SEK; second fitting complimentary.
• Tops
• Knitwear
• Suits & Blazers
• Trousers & Shorts
• Skirts
• Jackets & Coats
• Matching Sets
• Accessories
• Beachwear & Swimwear
• Monogram Leather Collection Premium leather accessories collection including shoulder bags, card holders, toiletry bags, belts, phone pouches, and leather totes crafted from soft Italian cow leather.
• Better Choice Collection Conscious and sustainable collection crafted from materials including Organic Cotton, Recycled Polyester, LENZING ECOVERO, Recycled Nylon, and ECONYL.

Quantifiable outcome

• 353% increase in site visits and 2223% increase in total sales during Sofia Ruutu collaboration

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered flagship and core.

• Anouk YveflagshipStrategic or Co-development PartnerFashion influencer with 1.1 million followers collaborated on capsule collection combining her minimalist Scandinavian aesthetic with Malina's feminine style. Eight clothing pieces and two accessories focused on outerwear.
• Sofia RuutuflagshipStrategic or Co-development PartnerLong-term partner and influencer as guest designer for exclusive capsule collaboration. Results: 353% increase in site visits and 2223% increase in total sales compared to same period previous year.
• Global-EcoreTechnology or IntegrationFull-service international ecommerce shipping solution enabling Malina to sell and ship to customers globally with duties and taxes calculated at checkout.
• KlarnacoreTechnology or IntegrationPayment provider offering Pay in 14 days, financing, direct bank transfer, and card payment options in Sweden, Norway, Denmark, Finland, Germany, UK and US.
• 24 Manufacturers and SupplierscoreOthersGlobal supply chain with manufacturers primarily in Asia, also India, Portugal, Italy. Suppliers specialize in particular techniques for specific products. All have signed Malina's code of conduct reviewed by sustainability agent.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Rotate Birger Christensen: Danish occasion wear label known for statement dresses and partywear, sold globally via DTC and department-store wholesale. Highly comparable to Malina on Scandinavian design DNA, occasion-wear focus, and price point.
• Stine Goya: Danish designer label offering colorful, printed feminine ready-to-wear with global DTC and select wholesale. Comparable to Malina on Scandinavian origin, print-driven design DNA, and occasion-leaning assortment.
• Needle & Thread: British occasion wear brand specializing in embellished, feminine dresses and bridal-adjacent pieces, distributed through DTC and global department stores. Comparable to Malina on embellished/printed occasion wear, bridal extension, and global wholesale.
• Loveshackfancy: US-based feminine, printed occasion and bridal-adjacent brand with global DTC and select wholesale. Comparable to Malina on feminine print DNA, occasion-and-bridal extension, and influencer-led demand generation.
• Self-Portrait: Malaysian-British contemporary occasion wear brand built around feminine, embellished dresses sold globally through DTC and premium wholesale. Closest direct comparable to Malina on price band, occasion-wear DNA, and global DTC-led growth.
• Sleeper: Ukrainian-born occasion wear and bridal-adjacent label selling feathered and embellished dresses globally via DTC. Comparable to Malina on partywear/bridal extension and DTC-first global distribution.
• Rixo: London-based occasion wear brand built around printed, feminine dresses, distributed globally through DTC and premium wholesale. Comparable to Malina on print-led design language, occasion wear focus, and influencer-driven marketing.
• Cecilie Bahnsen: Danish designer label known for sculptural, feminine dresses with a couture sensibility and DTC-led global distribution. Closely comparable on Scandinavian design heritage, occasion/dress focus, and premium positioning.

Broad incumbents

• Ganni: Larger Danish contemporary fashion brand with global DTC and wholesale; overlaps with Malina on Scandinavian design DNA and female customer base, but operates at much broader scale across multiple categories (ready-to-wear, footwear, accessories).

Emerging players

• Dissh: Australian occasion wear brand selling printed, feminine dresses globally through DTC. Comparable to Malina on occasion wear focus and DTC-led growth, though currently more concentrated in the Australian/North American markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@bymalinaofficial
• Facebookfacebook.com/ByMalina
• Instagraminstagram.com/bymalina

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 By Malina