Morris Stockholm

What Morris Stockholm does

Morris Stockholm is a privately-held Swedish menswear brand founded in 2004 and headquartered in Borås, Sweden. The company designs, produces, and sells classic men's clothing with a preppy-inspired aesthetic through its direct-to-consumer e-commerce platform at morrisstockholm.com, with international shipping to 12 countries spanning the United States and 11 European markets. Its product portfolio covers the full menswear wardrobe across accessories, trousers, jeans, blazers, suits, overshirts, polo shirts, outerwear, shirts, shorts, knitwear, tees, and underwear, with signature items including the Heritage Prestige Suit Blazer, Morris Original Chino and Jeans, the Dot Scarf in silk, and the Morris Duffle Coat. Materials such as wool, linen, cotton, and leather are sourced for season-spanning collections (linen and lightweight pieces for spring/summer; corduroy, flannel, and wool coats for fall/winter).

The business operates on a unit-pricing retail model with prices ranging from approximately 39 EUR for pocket squares to 599 EUR for tuxedo jackets, billed pay-as-you-go through the e-commerce site priced in Euros. The brand also maintains a separate B2B portal at b2b.morrisstockholm.com servicing wholesale and retail partners. Customer engagement is supported through owned marketing channels including Instagram, Facebook, TikTok, an email newsletter, and the 'Morris World' editorial platform featuring style guides such as 'The Suit Guide'. The store is localized in English, Dutch, French, German, Norwegian, and Swedish.

The target customer is style-conscious men seeking quality, versatile menswear to build long-term wardrobes rather than chasing fast-fashion trends. The company's competitive positioning emphasizes classic garment design and craftsmanship, with the blazer positioned as a cornerstone identity piece, supported by an 'Always Pieces' assortment and seasonal collections. Revenue mechanics are entirely retail-driven with no disclosed subscription, recurring, or licensing streams.

Name

Morris Stockholm

Website

https://morrisstockholm.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Morris Stockholm is a Swedish menswear brand (founded 2004, Borås) selling classic, preppy-inspired clothing directly to style-conscious men via its e-commerce platform, with international shipping to 12 countries and a B2B wholesale portal.

Ownership category

akta.pro rank

Product category

Premium Menswear

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industries

Luxury Scarves, Gloves & Cold-Weather Accessories (CRAKAEAF), Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB)

Keywords

• Classic menswear
• Men's tailored clothing
• Blazers and suiting
• Preppy style apparel
• Men's casual wear

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Morris Stockholm generates revenue through direct sales of menswear products including trousers, jeans, blazers, suits, shirts, knitwear, outerwear, overshirts, polo shirts, shorts, accessories (ties, scarves, belts, caps, beanies), and underwear. All products are sold at fixed retail prices in Euros through their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Morris Stockholm designs and sells a classic menswear wardrobe of blazers, suits, trousers, jeans, shirts, knitwear, outerwear, polo shirts, overshirts, shorts, tees, underwear, and accessories through its own e-commerce site. The collection is built around a preppy aesthetic with signature pieces such as the Heritage Prestige Suit Blazer, Morris Original Chino, Morris Original Jeans, Dot Scarf in silk, and the Morris Duffle Coat, using quality materials including wool, linen, cotton, silk, and leather. The brand supports a direct-to-consumer storefront and a B2B portal for retail partners, shipping internationally to 12 countries.

Product overview

Morris Stockholm is a menswear brand offering a comprehensive wardrobe solution for men through a unified collection of classic, timeless clothing. The product portfolio centers on formal and smart-casual essentials including tailored blazers and suiting, versatile trousers and jeans, outerwear (jackets, coats, vests), shirts, knitwear, polo shirts, and accessories. The brand emphasizes quality materials like wool, linen, cotton, and leather, with seasonal collections featuring spring/summer linen items and fall/winter corduroy and flannel pieces. Signature items include the Heritage Prestige Suit Blazer, Morris Original Chino, Morris Original Jeans, Dot Scarf in silk, and the iconic Morris Duffle Coat. All products are designed to work together for a cohesive preppy-inspired aesthetic.

Differentiator

Problem solved

Functional benefit

Products and services

• Accessories Timeless men's accessories including beanies, caps, belts, scarves, ties, bow ties, pocket squares, and keyrings. Features signature items like the Dot Scarf in 100% silk with white contrasting dots.
• Trousers Wide range of men's trousers including chinos, jeans, suit trousers, and linen trousers, with seasonal corduroy and flannel for fall/winter and lightweight linen for spring/summer.
• Jeans Classic, timeless jeans with comfortable fit available in blue washes, white, and black, in straight cuts and slim silhouettes.
• Blazers Classic menswear blazers including navy, checkered, and pinstripe variants in materials ranging from soft wool to breezy linen.
• Suiting Formal suits crafted from lightweight wool blends, linen, tweed, and cotton, with separate jackets and trousers available to enable mix-and-match styling and improved fit.
• Overshirts Versatile layered shirts for transitional weather, in spring linen and cotton and autumn wool, flannel, and herringbone fabrics.
• Polo Shirts Sporty yet versatile polo shirts in classic piqué, soft terry, and knitted versions, in a wide range of colors.
• Outerwear Timeless outerwear including lightweight jackets, coats, vests, wool coats, iconic duffle coats with leather details, wax jackets, and Primaloft vests.
• Shirts Men's shirts including linen shirts, Oxford shirts, short-sleeved shirts, and flannel shirts.
• Shorts Men's shorts including linen shorts, chino shorts, and swimwear for spring and summer seasons.
• Knitwear Knitwear collection including cardigans, half-zip sweaters, merino wool items, hoodies, and sweatshirts.
• Tees Men's t-shirts as part of the core menswear collection.
• Underwear Men's underwear as part of the core menswear collection.
• Morris Original Jeans Classic blue wash jeans in 100% cotton, available in raw denim and various washes, positioned as a timeless wardrobe staple at 399 EUR.
• Morris Original Chino Classic chino trousers in khaki and other timeless colors, positioned as a signature wardrobe staple.
• Heritage Prestige Suit Blazer Premium suit blazer in navy, grey, and black, positioned as a cornerstone piece for timeless style.
• Dot Scarf Signature scarf adorned with white contrasting dots, crafted in 100% silk, designed to complement white shirts and wool or linen blazers.
• Morris Duffle Coat Iconic duffle coat with elegant leather details, positioned as a timeless outerwear piece.
• Steven Jacket Classic wax jacket combining style and functionality for enduring wear.

Quantifiable outcome

• The brand offers separate jackets and trousers for all suits, making it easier to achieve an impeccable fit
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Suitsupply: Dutch menswear brand specializing in tailored suits, blazers, and shirts sold through DTC e-commerce and physical showrooms. Direct comparable to Morris Stockholm in classic, premium-positioned menswear with international direct-to-consumer reach and similar price architecture.
• GANT: Swedish-heritage American menswear brand known for preppy shirts, blazers, and casualwear with strong European and US distribution. Closely comparable to Morris on aesthetic (preppy classic), product mix (shirts, blazers, knitwear), and cross-Atlantic retail footprint.
• Tiger of Sweden: Premium Swedish menswear brand with a tailored, classic-modern aesthetic. Direct comparable to Morris as a Scandinavian heritage menswear label selling suits, blazers, trousers, and outerwear at similar premium price points through DTC and wholesale channels.
• Selected Homme: Danish premium menswear brand under the Bestseller group offering suits, shirts, knitwear, and outerwear with a modern-classic aesthetic. Comparable to Morris in customer profile (style-conscious men), price positioning, and multi-country European distribution.
• Reiss: British premium menswear and womenswear brand known for tailored suiting, smart-casual shirts, and occasionwear. Comparable to Morris in classic tailoring focus, premium price tier, and international DTC-plus-storefront model.

Broad incumbents

• Massimo Dutti: Inditex-owned premium menswear and womenswear label offering blazers, shirts, knitwear, and accessories with a classic-elegant positioning. Comparable to Morris on aesthetic and price tier, with significantly larger scale, store footprint, and Inditex supply chain advantages.
• Hugo Boss: Global premium fashion house with significant menswear business across tailored suiting, casualwear, and athleisure. Comparable to Morris in tailored menswear leadership and premium positioning, with much broader product breadth, marketing budget, and global retail network.
• Ralph Lauren (Purple Label / Polo): Iconic American heritage brand whose preppy/classic menswear DNA most closely aligns with Morris Stockholm's aesthetic. Comparable on preppy positioning, suit and blazer leadership, and premium pricing, though Ralph Lauren operates at vastly larger scale and brand recognition.
• Brooks Brothers: Historic American menswear brand and originator of the sack suit and button-down collar. Comparable to Morris on classic tailored menswear identity, premium positioning, and mix of formal/smart-casual product, with much larger US-centric footprint and longer heritage.
• Ted Baker: British premium fashion brand offering menswear spanning suiting, shirts, knitwear, and accessories with a distinctive design-led classic aesthetic. Comparable to Morris on classic menswear focus, premium price tier, and multi-channel European and international distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/morrisstockholm
• Instagraminstagram.com/morrisstockholm
• TikToktiktok.com/@morrisstockholm
• Xx.com/morrisstockholm

Revenue estimate

Valuation estimate

Number of profiles

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 Morris Stockholm