Closely

What Closely does

Closely is a Swedish underwear sub-brand of Lindex, designing women's intimate apparel positioned around comfort, perfect fit, and a "second-skin" feel. The portfolio comprises 36 SKUs organized into two collections: The Bird (underwire and wireless bras featuring a custom lace pattern created by Swedish illustrator Jennie Ekström) and The Freedom (wirefree seamless underwear including panties, biker shorts, and bodies). Notable design elements include a proprietary back-hook that allows crossed straps to function without bunching and extra-wide shoulder straps for weight distribution. All products are constructed from recycled materials, and pricing runs from 250 SEK for panties to 750 SEK for T-shirt bras.

The brand operates an exclusively direct-to-consumer model with zero wholesale or independent DTC infrastructure; every unit is sold through parent company Lindex's approximately 440 retail stores across 17 European markets and Lindex's e-commerce platform, with additional global online reach via third-party partnerships. Closely has 1-10 directly attributed employees and no separately disclosed financials, revenue, funding history, management team, patents, or awards — it functions as a sub-brand inside Lindex rather than as an independent operating entity. Promotional mechanics include "3 for 2" deals on select panties, and Lindex members receive free shipping above 499 SEK and free in-store returns.

Name

Closely

Legal name

Lindex AB

Website

https://closely-official.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Closely is a Swedish underwear sub-brand of Lindex, designing comfortable, recycled-material intimate apparel (bras, panties, bodies) sold exclusively through Lindex's ~440 retail stores across 17 European markets and its e-commerce platform, targeting women seeking everyday comfort and sustainability.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599), Clothing and Clothing Accessories Retailers (45811)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB)

Keywords

• Women's underwear
• Sustainable lingerie
• Intimate apparel
• Recycled materials
• Seamless bras

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Underwear product sales: Closely generates revenue through the sale of underwear products including bras, panties, bodies, and lingerie. Products are sold at fixed retail prices through Lindex stores and e-commerce. The brand offers tiered pricing with promotional offers such as '3 for 2' on select panties.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Closely designs, produces, and sells women's intimate apparel — including T-shirt bras, lace bras, wirefree and underwired bras, panties in multiple styles, bodies, and bike shorts — positioned as a 'second-skin' comfort line made from recycled materials. The full 36-SKU lineup is sold exclusively through parent company Lindex's approximately 440 retail stores across 17 European markets and Lindex's e-commerce platform, with global online reach via third-party partnerships.

Product overview

Closely is a Swedish underwear sub-brand of Lindex that designs underwear meant to feel like a second skin. The product portfolio consists of two main collections: The Bird (featuring underwire and wireless bras with a custom lace design created by Swedish illustrator Jennie Ekström) and The Freedom (wirefree, seamless underwear including panties, biker shorts, and bodies). Products include T-shirt bras, lace bras, wireless bras, underwire bras, high-waist panties, high-cut panties, hipster panties, string panties, biker shorts, and bodies. All products are made from recycled materials. The brand emphasizes comfort, perfect fit, soft materials, seamless edges, and innovative design features such as extra-wide shoulder straps and unique hook closures for crossed straps. The total product line comprises 36 products.

Differentiator

Problem solved

Functional benefit

Brands

• Closely: Swedish underwear brand that designs underwear feeling like a second skin with fantastic materials and perfect fit. Products include T-shirt bras, panties, wirefree bras, lace bras, and bodies made with recycled materials.

Products and services

• Closely — The Bird collection The Bird collection features an underwire bra (650 kr), plus high-waist and high-cut panties (250 kr) bearing the signature Bird Lace pattern depicting flying birds, created by Swedish illustrator Jennie Ekström. Designed for women who want decorative, expressive lingerie with the underlying support of underwire construction, made from recycled materials.
• Closely — The Freedom collection The Freedom collection is the wirefree, seamless everyday-wear line: high-waist, high-cut, hipster, and string panties (all 250 kr), plus bike shorts and bodies (both 550 kr), engineered with soft materials, seamless edges, and recycled fabric for women prioritizing all-day comfort and invisibility under clothing.
• The T-shirt bra (The T-shirt bh) Core T-shirt bra available in four colors, priced at 750 SEK, made from recycled material, designed for smooth wear under fitted clothing.
• The Lace T-shirt bra (The Lace t-shirt-bh) Lace-finish T-shirt bra priced at 750 SEK, made from recycled material, combining lace decoration with the smooth silhouette of a T-shirt bra.
• The Wirefree T-shirt bra (The Wirefree t-shirt-bh) Wireless T-shirt bra priced at 750 SEK, made from recycled material, delivering second-skin comfort for women who prefer no underwire.
• The Wirefree Light T-shirt bra (The Wirefree Light t-shirt-bh) Lightweight wireless T-shirt bra priced at 650 SEK for lighter-support, everyday wear.
• The Bird Underwire Bra (The Bird bygelbh) Underwire bra from The Bird collection priced at 650 SEK, made from recycled material, featuring the signature Bird Lace pattern.
• The Freedom Bike Shorts (The Freedom bikertrosor) Bike shorts from The Freedom collection priced at 550 SEK, made from recycled material, designed for wear under clothing without visible panty lines.
• The Freedom Body (The Freedom body) Body garment from The Freedom collection priced at 550 SEK, made from recycled material, offering full-torso shaping and seamless wear.
• The Freedom High-Waist Panties High-waist panties from The Freedom collection priced at 250 SEK, available in four colors, made from recycled material; subject to the '3 for 2' multi-buy promotion on select panties.
• The Bird High-Waist Panties High-waist panties from The Bird collection priced at 250 SEK, available in two colors, made from recycled material, featuring signature Bird Lace detail.
• The Freedom High-Cut Panties High-cut panties from The Freedom collection priced at 250 SEK, available in three colors, made from recycled material.
• The Bird High-Cut Panties High-cut panties from The Bird collection priced at 250 SEK, available in two colors, made from recycled material, featuring Bird Lace detail.
• The Freedom Hipster Panties (The Freedom hipstertrosor) Hipster-style panties from The Freedom collection priced at 250 SEK, available in three colors, made from recycled material.
• The Freedom String Panties (The Freedom stringtrosa) String-cut panties from The Freedom collection priced at 250 SEK, made from recycled material, designed to minimize visible panty lines.

Quantifiable outcome

• Products made from recycled materials

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• LindexcoreChannel Partner/ Reseller/ DistributorClosely is an owned brand of Lindex, one of Europe's leading fashion companies. Lindex serves as the exclusive distributor and retailer for Closely products through their ~440 retail stores across 17 markets and e-commerce platform. Lindex handles all distribution, marketing, and sales of Closely underwear products.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Etam: French mid-market intimates brand with European store presence and broad bra/panty assortments at similar price points to Closely. Competes for the same everyday-comfort consumer across continental Europe.
• Boux Avenue: UK-based intimates retailer with a curated bra/panty/lingerie assortment targeting comfort, fit, and occasion wear. Closely's 'second-skin' comfort and recycled-material focus overlap Boux Avenue's everyday-wear positioning.
• Hunkemöller: Dutch intimates specialist with a pan-European store network and a comparable focus on comfort-led bras, lace, and matching sets. Closely's positioning on fit, recycled materials, and 'second-skin' feel directly overlaps Hunkemöller's core proposition.
• Women'secret (Tendam): European intimates and loungewear specialist with a store-led distribution model. Closely's mid-premium comfort positioning and store-within-store placement at Lindex mirror Women'secret's retail-led intimacy proposition.
• Intimissimi (Calzedonia Group): Specialist European intimates and lingerie retailer with dedicated store fleets and broad bra/panty assortments. Closely competes head-to-head for the same mid-market European consumer seeking comfortable, well-designed underwear.

Broad incumbents

• Victoria's Secret: Global intimates leader with growing European footprint. While Closely targets a more comfort- and sustainability-led consumer, Victoria's Secret competes for the same bra/panty wallet share in Europe.
• Marks & Spencer (Lingerie): Heritage UK retailer with one of Europe's most recognized lingerie sub-brands. M&S competes with Closely for the same mid-market European consumer prioritizing comfort, fit, and trusted quality.
• H&M: Mass-market apparel retailer with a substantial intimates assortment sold across its European store and e-commerce network — directly overlapping Closely's distribution model and price-competitive set.
• Calvin Klein Underwear: Global intimates brand within PVH with strong European department-store and own-retail presence. Closely's mid-premium, design-led underwear proposition sits in the same competitive frame, although Calvin Klein has far broader brand equity and distribution.

Emerging players

• Wolford: Premium Austrian hosiery, bodywear, and shapewear specialist with sustainability credentials. Closely's recycled-material positioning and body/biker-short product categories overlap Wolford's premium, sustainability-led intimates assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Closely