Ur & Penn
Ur & Penn is a Swedish specialty retailer (founded 1943) selling watches, jewelry, and accessories through 100+ physical stores in Sweden and the uropenn.se e-commerce platform, serving women, men, and children with in-store services like watch repair and ear piercing.
- Company typePrivate
- Founded1943
- HeadquartersUpplands-väsby, Sweden
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Ur & Penn does
Ur & Penn is a Swedish specialty retailer of watches, jewelry, and accessories, operating since 1943 from Upplands-väsby, Sweden. The company runs an omnichannel model combining a network of over 100 physical retail stores across Sweden with an e-commerce platform at uropenn.se that uses BankID for secure consumer authentication. Its assortment spans the full price spectrum, from budget bijouteries at 15 SEK to premium 18K gold and lab-grown diamond jewelry priced up to 23,999 SEK, supplemented by in-store services including ear piercing, watch repair, battery replacement, ultrasonic cleaning, jewelry repair, and engraving.
The product portfolio is built around a mix of in-house private-label sub-brands (Stella, Urban Arc, Red Carpet, Bea, Belle, Everlasting Moments, Julkul, Nova, Pop, Spike) and external brands (Montini, Regal, Q&Q, Silver 925, Je T'aime, Ivy n Rox, Urban Story, 9K and 18K gold lines). The company targets women, men, and children, with a strong emphasis on gift-giving occasions (Valentine's Day, christening, graduation, confirmation, Christmas, Mother's Day, Father's Day) supported by an SEO-optimized gift guide and member loyalty program (kundklubb).
Revenue is generated primarily through direct retail product sales across both channels, augmented by paid in-store services. Pricing follows a unit-pricing model with tiered price bands (budget, mid-range, premium) and active promotional discounting (up to 50% off, 15% member welcome offer). The technology stack is conventional: an e-commerce platform with BankID login, an inventory management system linking physical and online channels, and digital marketing through Facebook, Instagram, email, and SEO-driven content. No AI, API, or third-party model capabilities are disclosed. Ownership is private with no parent company or institutional investors identified; leadership is headed by CEO Abed Al Saffar.
Ur & Penn firmographics
Firmographics- Name
- Ur & Penn
- Legal name
- Ur&Penn
- Website
- https://uropenn.se
- Company type
- Private
- Founded year
- 1943
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Ur & Penn is a Swedish specialty retailer (founded 1943) selling watches, jewelry, and accessories through 100+ physical stores in Sweden and the uropenn.se e-commerce platform, serving women, men, and children with in-store services like watch repair and ear piercing.
- Ownership category
- akta.pro rank
Ur & Penn industry classification
Industry- Product category
- Jewelry and Watch Retail
- NAICS
- Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)
- akta.pro secondary industry
- Luxury & Designer Collectibles Retail (Sneakers, Handbags, Watches) (CRALAGAN)
Keywords
Where Ur & Penn is headquartered
LocationHeadquarters
- HQ city
- Upplands-väsby
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Ur & Penn business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail product sales: Ur&Penn generates revenue primarily through direct sales of watches, jewelry, and accessories across over 100 physical stores in Sweden and through their e-commerce platform. Products range from budget bijouteries (15 SEK) to luxury gold and diamond jewelry (up to 23,999 SEK).
- In-store services: Additional revenue streams include paid services such as ear piercing, watch repair, battery replacement, ultrasonic cleaning, and engraving on watches and jewelry.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget bijouteries and fashion jewelry (15-200 SEK) |
| Unit Pricing | Pay-as-you-go | Mid-range silver and gold-plated jewelry (200-1,000 SEK) |
| Unit Pricing | Pay-as-you-go | Premium gold and diamond jewelry (1,000-24,000 SEK) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Ur & Penn product offering
Product offeringCore offering
Ur & Penn retails watches, jewelry, and accessories through more than 100 physical stores across Sweden and an e-commerce storefront at uropenn.se. Product assortment ranges from budget bijouteries (starting at 15 SEK) to luxury 18K gold and lab-grown diamond pieces (up to 23,999 SEK), spanning private-label collections and external brands. The company also offers in-store services including ear piercing, watch repair, battery replacement, ultrasonic cleaning, jewelry repair, and engraving.
Product overview
Ur & Penn is a Swedish jewelry and watch retailer offering a comprehensive portfolio of products centered around watches and jewelry. The core product lines include watches (Klockor) for women, men, and children in various styles, and jewelry (Smycken) spanning earrings, necklaces, bracelets, rings, and accessories. The company operates both as a retailer of branded products (including own collections like Stella, Urban Arc, Red Carpet, and Bea/Belle/Everlasting Moments/Julkul/Nova/Pop/Spike, as well as external brands like Montini, Regal, Q&Q, Silver 925, Je T'aime, and Ivy n Rox) and provides in-store services such as ear piercing, ultrasonic cleaning, watch repair, battery replacement, jewelry repair, and engraving. The business also features an outlet section for discounted items and offers gift cards and security packages. Materials range from genuine gold (9K and 18K), Sterling silver (925), gold-plated items, steel, to lab-grown diamonds and cubic zirconia.
Differentiator
Problem solved
Functional benefit
Brands
- Bea Collection: Jewelry collection
- Belle
- Everlasting Moments
- Julkul
- Nova
- Pop Collection
- Red Carpet
- Spike
- Stella
- Urban Arc
Products and services
- Watches (Klockor) Watches for women, men, and children including automatic, diving, titanium, leather-strap, square, digital, and alarm clock styles.
- Jewelry (Smycken) Jewelry including necklaces, bracelets, earrings, rings, brooches, piercings, charm bracelets, and pearl jewelry in gold, silver, gold-plated, steel, diamond, and crystal materials.
- Accessories (Accessoarer) Accessories including hair accessories (flower crowns, tiaras, hair clips, scrunchies), bags (quilted bags, eco bags, chain bags), wallets, sunglasses, and mobile accessories.
- Gift Cards (Presentkort) Gift cards available for purchase for use across the store's product range.
- Engraving Service (Gravyr) Personalization service for watches and jewelry with custom engraving.
- Ear Piercing Service Professional ear piercing service available in-store.
- Watch Repair and Battery Replacement Watch repair, maintenance, and battery replacement services by professional watchmakers.
- Ultrasonic Cleaning (Ultraljudsrengöring) Professional ultrasonic cleaning service for jewelry and watches available in-store.
- Jewelry Repair (Reparera smycken) Jewelry repair and goldsmith services.
- Stella Collection Private-label jewelry collection in genuine silver for women who like to mix and match, featuring thin, simple chains for minimalist looks.
- Urban Arc Collection Private-label minimalist steel jewelry collection for men with clean lines and subtle elegance, including thin chains, simple bangles, earrings, and rings.
- Red Carpet Collection Private-label crystal and rhinestone jewelry collection featuring elaborate designs with hanging crystals and multi-row strass pieces.
- Bea Collection Private-label jewelry collection within Ur & Penn's own brand portfolio.
- Belle Collection Private-label jewelry collection within Ur & Penn's own brand portfolio.
- Everlasting Moments Collection Private-label jewelry collection within Ur & Penn's own brand portfolio.
- Julkul Collection Private-label Christmas-themed jewelry collection featuring holiday designs.
- Nova Collection Private-label jewelry collection within Ur & Penn's own brand portfolio.
- Pop Collection Private-label jewelry collection within Ur & Penn's own brand portfolio.
- Spike Collection Private-label jewelry collection within Ur & Penn's own brand portfolio.
- Security Package (Trygghetspaket) Security package offering added peace of mind for purchases.
Companies that use Ur & Penn
Customer profileSegments4 records
Ideal customer profiles4 records
Ur & Penn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ur & Penn partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Ur & Penn competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ur & Penn social profiles
Digital presenceUr & Penn financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ur & Penn leadership team
Management profileNumber of profiles
Profiles1 record
Ur & Penn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ur & Penn M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ur & Penn
What does Ur & Penn do?
Ur & Penn retails watches, jewelry, and accessories through more than 100 physical stores across Sweden and an e-commerce storefront at uropenn.se. Product assortment ranges from budget bijouteries (starting at 15 SEK) to luxury 18K gold and lab-grown diamond pieces (up to 23,999 SEK), spanning private-label collections and external brands. The company also offers in-store services including ear piercing, watch repair, battery replacement, ultrasonic cleaning, jewelry repair, and engraving.
Is Ur & Penn a public or private company?
Ur & Penn is a private company. It is classified as unknown and is currently operating.
When was Ur & Penn founded?
Ur & Penn was founded in 1943. It employs 501 to 1,000 people.
Where is Ur & Penn based?
Ur & Penn is headquartered in Upplands-väsby, Sweden, in the Europe region.
How does Ur & Penn make money?
Two revenue lines are on record. Retail product sales are the primary driver. The others are in-store services.
Does Ur & Penn have an API?
No public API is recorded for Ur & Penn.
What industry is Ur & Penn in?
Ur & Penn's product category is Jewelry and Watch Retail. Its primary akta.pro industry code is CRAKAGAA, Fine Jewelry Retail (Precious Metals & Gemstones), with a secondary code of CRALAGAN, Luxury & Designer Collectibles Retail (Sneakers, Handbags, Watches). Its NAICS code is 458310 and its SIC code is 5944.