Follestad & Co

What Follestad & Co does

Follestad & Co (legal entity Follestad Trend AS) is a privately held Norwegian fashion retailer founded in 1923 and headquartered in Lysaker, Oslo. The company operates an omnichannel model combining 15+ physical stores across Norway (including premium locations on Oslo Karl Johan and Bogstadveien, regional stores in Bergen, Stavanger, Drammen, and Sandvika, and two outlet destinations at Norwegian Outlet Vestby and Ålgård) with an e-commerce platform at follestad.no established in autumn 2009. The business serves Norwegian consumers seeking premium and formal wear, offering men's clothing, women's clothing, and a home/interior department, curated across more than 300 brands including GANT, Polo Ralph Lauren, Moncler, Eton, Stenströms, Oscar Jacobson, Stella McCartney, and a dedicated Italian Luxury collection featuring Lardini, Tagliatore, Herno, and Paul & Shark.

The core product is multi-brand apparel retail, backed by standard e-commerce platform functionality and in-store POS systems rather than proprietary technology. The company monetises through one-time unit sales at both physical and digital points, with pricing anchored to branded SKUs (accessories from approximately 200–500 kr, shirts 800–2,500 kr, and premium suits 5,000–15,000+ kr). Foliestad ships via Bring/Posten with a 99 kr fee below a 2,900 kr free-shipping threshold and offers a 14-day return policy via the Yayloh returns portal at a 99 kr handling fee. Operational differentiators include in-store tailoring services, Zizr-powered size recommendations, and a month-drawing newsletter loyalty mechanic.

The go-to-market is direct-to-consumer across a single geographic market (Norway), with no disclosed B2B, wholesale, or international channels. The customer base is horizontal: quality-conscious formal wear consumers, premium/luxury fashion seekers, and outlet value shoppers. Revenue is not publicly disclosed, the company is privately held with no identified institutional investors, and the ownership structure is not disclosed. The company employs 101–250 people and is actively operating.

Name

Follestad & Co

Legal name

Follestad Trend AS

Website

https://follestad.no

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Follestad & Co is a privately held Norwegian multi-brand fashion retailer, founded in 1923, operating 15+ physical stores and an e-commerce platform serving Norwegian consumers seeking premium men's, women's, and home apparel across 300+ brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from sales of apparel and accessories through physical retail locations across Norway, including premium, luxury, and outlet format stores.
2. E-commerce Sales: Revenue from online sales through follestad.no, established in 2009, offering direct-to-consumer shipping across Norway with free shipping threshold of 2900 kr.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Follestad & Co is a Norwegian omnichannel fashion retailer selling readymade clothing for men, women, and kids, plus home interior goods, through 15+ physical stores across Norway and the follestad.no e-commerce platform. The product assortment spans suits, blazers, shirts, outerwear, knitwear, trousers, dresses, accessories, shoes, and bags from 300+ premium and luxury brands, complemented by in-store tailoring and alteration services.

Product overview

Follestad & Co is a Norwegian fashion retailer operating as both an e-commerce platform (follestad.no, established 2009) and physical store chain with locations across Norway. The business offers a comprehensive fashion portfolio comprising three main departments: Men's Fashion (Herre) featuring suits, blazers, shirts, outerwear, knitwear, trousers, shoes, and accessories; Women's Fashion (Dame) with dresses, blouses, outerwear, knitwear, bags, and jewelry; and Home & Interior (Home) including tableware, fragrances, textiles, and decor. The company curates branded collections including Italian Luxury brands (Daniele Fiesoli, Paul & Shark, Diemme, Herno, Lardini, Tagliatore) and Premium Brands (Stella McCartney, Mulberry, Isabel Marant, Moncler, Vince). An Outlet section offers discounted items. The retailer also provides in-store tailoring services for alterations and custom fitting.

Differentiator

Problem solved

Functional benefit

Products and services

• Herre (Men's Fashion) Men's clothing department offering suits, blazers, dress shirts, outerwear, knitwear, trousers, t-shirts, underwear, swimwear, shoes, and formal wear accessories from premium international brands such as Oscar Jacobson, GANT, Polo Ralph Lauren, Eton, Stenströms, Barbour, and Moncler. Targeted at men seeking formal and premium casual wear in Norway.
• Dame (Women's Fashion) Women's clothing department featuring outerwear, knitwear, blouses, dresses, blazers, tops, matching sets, underwear, swimwear, shoes, bags, jewelry, sunglasses, scarves, and hats from premium brands such as Twist & Tango, Camilla Pihl, and others. Targeted at women seeking premium and contemporary fashion in Norway.
• Home (Interior & Home Goods)
• Italian Luxury Collection
• Premium Brands Collection
• Outlet Department
• Tailoring Services
• Follestad.no Online Store E-commerce platform established in 2009 offering the full Follestad assortment of clothing, accessories, and home goods from recognized brands. Provides direct-to-consumer shipping across Norway via Bring/Posten, free shipping over 2900 kr, 14-day return policy, and integration with Zizr size recommendations and Yayloh returns.

Quantifiable outcome

• Free shipping threshold of 2900 kr incentivizes larger basket sizes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Seven partnerships are on record, tiered core, premium and featured.

• GANTcoreOthersGANT is a flagship brand carried by Follestad, representing one of the core lifestyle brands in their portfolio. GANT is a heritage American sportswear brand dating to 1949, offering clothing for men, women, children plus home goods, underwear, shoes, watches and perfume.
• Oscar JacobsoncoreOthersSwedish menswear brand specializing in suits and blazers, carried as a premium formal wear brand at Follestad.
• Polo Ralph LaurencoreOthersPremium American fashion brand offering classic sportswear and formal wear, featured prominently in Follestad's premium brands section.
• MonclerpremiumOthersItalian luxury outerwear brand featured in both men's and women's collections at Follestad, representing the luxury tier of their offerings.
• EtoncoreOthersSwedish premium shirt manufacturer carried as a key brand for men's dress shirts at Follestad.
• StenströmscoreOthersSwedish shirt brand specializing in quality formal and casual shirts, sold at Follestad as a core shirt brand.
• Morris StockholmfeaturedOthersSwedish menswear brand featured as a key seasonal brand, particularly for summer collections featuring light linen shirts and casual elegance.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Selfridges: Selfridges is a UK luxury multi-brand department-store retailer with flagship stores and a global e-commerce platform carrying premium and luxury fashion brands. Comparable in multi-brand luxury curation model and premium services (alterations, personal shopping); serves a global customer base rather than competing directly in Norway.
• Zalando: Zalando is Europe's largest online fashion platform carrying thousands of premium and mass-market brands across multiple markets including Norway. Broad incumbent competing with Follestad's e-commerce on price, selection, and convenience; does not offer the tailored service or boutique heritage experience.

Direct peers

• Åhléns: Åhléns is a Swedish multi-brand department-store retailer offering premium apparel, beauty, and home goods across physical stores and e-commerce. Direct Nordic multi-brand premium comparable with overlapping brand portfolio and similar department-store-style merchandising.
• Carlings: Carlings is a Norwegian multi-channel fashion chain (Varner Group) targeting similar young-to-mid-adult demographics with branded apparel across physical stores and e-commerce. Direct overlap in assortment strategy, target customer, and Norwegian omnichannel execution makes it the closest domestic comparable to Follestad.
• Boozt: Boozt is a Nasdaq Stockholm-listed Nordic online fashion retailer carrying 1,000+ premium and lifestyle brands direct to consumers across the Nordics. Direct competitor to Follestad's follestad.no in multi-brand premium e-commerce, with overlapping brand portfolio and target Norwegian customer.
• Steen & Strøm: Steen & Strøm is a Norwegian multi-brand premium department-store retailer historically positioned in similar formal and premium fashion as Follestad. Both serve the Norwegian quality-conscious formal-wear segment with curated multi-brand assortments.
• Mood Stockholm: Mood is a Scandinavian premium multi-brand fashion retailer offering curated selections of international designer and premium labels through physical stores and online. Comparable to Follestad's Italian Luxury and Premium Brands curation strategy serving the same quality-conscious Nordic customer.
• Dressmann: Dressmann is a Norwegian menswear-focused fashion chain under Varner Group, with physical stores and e-commerce across the Nordics. Closest direct menswear-focused comparable to Follestad's heritage suit and blazer identity.
• NK Nordiska Kompaniet: NK is a Swedish luxury department-store retailer on Stockholm's Hamngatan, offering premium and luxury fashion brands in physical and online channels. Comparable to Follestad's flagship Bogstadveien and Karl Johan premium positioning with similar luxury brand mix including Moncler-class labels.

Regional players

• Magasin du Nord: Magasin du Nord is Denmark's leading premium department-store retailer, offering multi-brand fashion and home across physical stores and online. Comparable in assortment strategy and premium positioning; primarily serves Denmark rather than competing directly in Norway.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/follestadtrend
• Instagraminstagram.com/follestad_trend
• Xx.com/follestadt

Revenue estimate

Valuation estimate

Number of profiles

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 Follestad & Co