What Partykungen does

Partykungen is a Swedish-headquartered, privately held e-commerce retailer selling party supplies, masquerade costumes, decorations, candy and beverages, gifts, and novelty items to individual consumers across the Nordic region. The company operates four localized direct-to-consumer storefronts — partykungen.se (Sweden), partyking.no (Norway), partyking.dk (Denmark), and partyking.fi (Finland) — from a headquarters in Gävle, Sweden, with a workforce of 51–100 employees. The catalog comprises 25,000+ SKUs sourced from over 700 manufacturers and licensed brand partners including Disney, Marvel, DC Comics, Harry Potter, and Star Wars, with a proprietary custom-design service ('Egen Design') enabling personalization of apparel, balloons, pillowcases, cake toppers, and signage.

The business model is a pure-play D2C e-commerce operation. Revenue is generated primarily through one-time unit-priced product sales, with individual items ranging from 9.90 SEK to 999.90 SEK and a free-shipping threshold at 599 SEK supporting average order value. Standard delivery runs 1–3 business days via a multi-carrier logistics stack (PostNord, Instabox, Budbee), supported by a 30-day return policy, Klarna buy-now-pay-later, and Swish mobile payments. Customer acquisition is driven by organic social (Instagram, TikTok, Facebook, Pinterest, YouTube, Spotify), email/newsletter, an inspiration blog covering seasonal party themes, and an Adaction affiliate program. The company also operates a sub-brand, SunTrip, extending into summer and travel lifestyle products. Brand reputation is solid, with a 4.5/5 Trustpilot rating across 2,500+ reviews, though revenue, funding history, ownership structure, and management team beyond a customer service manager are not disclosed in available data.

Name

Partykungen

Legal name

Partykungen

Website

https://partykungen.se

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Partykungen is a Swedish D2C e-commerce retailer selling 25,000+ party supplies, costumes, decorations, and gifts across four Nordic country storefronts (SE, NO, DK, FI), serving individual consumers planning celebrations and events.

Ownership category

akta.pro rank

Headquarters

HQ city

Gävle

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Partykungen generates revenue through direct-to-consumer e-commerce sales of party supplies, costumes, decorations, and celebration-related products. The primary revenue stream is one-time product purchases across 25,000+ SKUs, with customers purchasing items like balloons, costumes, candies, and event decorations through their online storefronts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Partykungen is a Nordic e-commerce retailer that sells party supplies, masquerade costumes, balloons, decorations, candy, beverages, gifts, and novelty gadgets through its own regional online storefronts. The catalog spans 25,000+ SKUs across Sweden, Norway, Denmark, and Finland (partykungen.se, partyking.no, partyking.dk, partyking.fi). The company also offers a custom design service ("Egen Design") that lets consumers personalize items such as cake toppers, foil balloons, t-shirts, banners, and pillowcases with their own photos and text.

Product overview

Partykungen is a Nordic e-commerce platform offering 25.000+ party supplies and celebration products across multiple categories. The core offering includes masquerade costumes, balloons, decorations, candy & beverages, and gifts. The platform features a proprietary custom design service ('Egen Design') allowing customers to personalize t-shirts, mugs, balloons, banners, pillowcases, cake images, and various other items with their own photos and text. Products span themes including country celebrations, holidays, children's parties, and seasonal events. The company operates across Sweden, Norway, Denmark, and Finland with regional storefronts and offers 1-3 day delivery, free shipping over 599 SEK, and 30-day return policy.

Differentiator

Problem solved

Functional benefit

Brands

• SunTrip: Travel and summer lifestyle brand featuring solhatt, t-shirts, badtofflor and other vacation-themed products

Products and services

• Partykungen E-commerce Platform

Quantifiable outcome

• 4.5/5 Trustpilot rating with 2,500+ reviews
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• PostNordcoreOthersPrimary logistics and delivery partner for shipping orders within the Nordic region. PostNord handles standard delivery services for Partykungen's e-commerce operations.
• InstaboxminorOthersSame-day and express delivery option for Swedish customers, providing alternative delivery to traditional postal services.
• BudbeeminorOthersAlternative delivery service for Swedish customers, offering home delivery options as an alternative to PostNord and Instabox.
• Adaction (Affiliate Program)minorChannel Partner/ Reseller/ DistributorAffiliate marketing partnership through Adaction platform, enabling third-party affiliates to promote Partykungen products and earn commissions on referred sales.
• KlarnacoreTechnology or IntegrationPayment solution provider enabling flexible payment options for customers at checkout, including buy now pay later capabilities.
• SwishcoreTechnology or IntegrationSwedish mobile payment system integration enabling fast and secure payments for Swedish customers.
• Licensed Brand Partners (Disney, Marvel, Harry Potter, etc.)coreOthersPartykungen offers products featuring licensed brands including Disney (203 items), Marvel (70 items), DC Comics (77 items), Harry Potter (94 items), Star Wars (54 items), and many other entertainment properties. These partnerships enable sale of official costume and merchandise products.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Temu: Cross-border discount marketplace rapidly expanding across the Nordics with low-priced party, costume, and novelty products. Directly comparable as a price-led competitive threat to Partykungen's mass-market assortment and outlet pricing model.
• Zazzle: Global custom-products marketplace enabling personalized apparel, balloons, banners, mugs, and party items on demand. Comparable to Partykungen's Egen Design service as a personalization-led competitor in custom party merchandise.

Direct peers

• Oriental Trading: Major US D2C and B2B party supplies and novelties retailer with deep catalog across costumes, decorations, toys, and custom-printed items. Highly comparable to Partykungen on business model (e-commerce-first, broad SKU catalog, custom personalization) and target customer (families and event planners).
• Smartoys: Benelux-headquartered retailer selling toys, party supplies, costumes, and seasonal decorations through stores and e-commerce. Comparable to Partykungen on category mix and D2C retail model in a neighboring European region.
• Baker Ross: UK-based D2C retailer specializing in party supplies, arts & crafts, and educational toys for children and families. Comparable to Partykungen in assortment breadth, seasonal event focus, and online-led European retail model.
• Talking Tables: UK party supplies and tableware brand offering themed ranges for birthdays, weddings, and seasonal celebrations, sold D2C online and through retailers. Directly comparable to Partykungen's themed party and decoration categories.
• Shindigz: US D2C party supplies and decorations retailer offering personalized banners, balloons, tableware, and themed kits. Closely comparable to Partykungen on assortment (themed party, custom printing) and online-led retail model.

Broad incumbents

• Party City: North America's largest specialty party supplies retailer offering costumes, balloons, decorations, and custom printing via retail stores and online. Comparable to Partykungen as a direct analog in a different geography; both serve consumers planning celebrations with broad assortments of party and costume merchandise.
• Decora Group: UK-based wholesale and D2C supplier of party, gift, and seasonal decorations supplying retailers across Europe. Comparable as a broad incumbent in the European party/seasonal decorations category where Partykungen operates.
• Amazon (Party & Costume category): Global marketplace with extensive party supplies, costumes, and gifts assortment across Europe. Competes with Partykungen on price, selection, and Prime-fulfillment convenience; relevant as the primary broad incumbent shaping Nordic online party shopping.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@partykungenpunktse
• Facebookfacebook.com/PartykingSE
• Instagraminstagram.com/partykungen.se
• TikToktiktok.com/@partykungen
• Pinterestse.pinterest.com/partykingparty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Partykungen