Selected Brands
Selected Brands is a Nordic and Baltic distributor, agency, and retailer for international apparel and footwear brands including UGG and Reebok, serving 1,100 retail partners across 9 countries from showrooms in Gothenburg, Stockholm, Copenhagen, Oslo, Helsinki, and Tallinn.
- Company typePrivate
- Founded1993
- HeadquartersGothenburg, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Selected Brands does
Selected Brands is a privately-held fashion distribution and brand management company founded in 1993 and headquartered in Gothenburg, Sweden. It operates as a distributor, agency, and retailer for international apparel, footwear, and accessories brands in the Nordic and Baltic regions, representing brands such as UGG, Reebok, CASTORE, and the in-house originated Project TWLV. The company serves approximately 1,100 retail partners across nine countries (Sweden, Norway, Denmark, Finland, Estonia, Latvia, Lithuania, Iceland, and Greenland), supported by showrooms in Gothenburg, Stockholm, Copenhagen, Oslo, Helsinki, and Tallinn, a 59,000 sqm warehouse, a B2B webshop, a digital showroom, and product and press image banks.
The business model combines distribution fees, agency commissions, and wholesale margins from B2B sales to retailers with direct retail revenue from two owned stores and shop-in-shop placements. It operates a 360° service program covering country management, marketing, customer service, distribution, and retail operations, with a sales force of approximately 8 supported by a broader team of around 22-30 staff. Revenue is reported at €28M and the company holds an AAA credit rating.
The company's core technology is its distribution and brand management infrastructure rather than proprietary software. It has capabilities in imports from the Far East and Europe including duty clearance and bonded warehouse services for Norwegian retailers. Underlying platform components include the B2B webshop for instant retailer ordering, a digital showroom for virtual brand browsing, and image banks for catalog and campaign assets. The company is privately held by founder/management, with Henrik Hobik (co-founder and Executive Chairman) as main owner and Anders Börve as CEO.
Selected Brands firmographics
Firmographics- Name
- Selected Brands
- Legal name
- Selected Brands
- Website
- https://selectedbrands.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Selected Brands is a Nordic and Baltic distributor, agency, and retailer for international apparel and footwear brands including UGG and Reebok, serving 1,100 retail partners across 9 countries from showrooms in Gothenburg, Stockholm, Copenhagen, Oslo, Helsinki, and Tallinn.
- Ownership category
- akta.pro rank
Selected Brands industry classification
Industry- Product category
- Fashion and Footwear Wholesale Distribution
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (42435), Footwear Merchant Wholesalers (424340)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Selected Brands is headquartered
LocationHeadquarters
- HQ city
- Gothenburg
- HQ country
- Sweden
- HQ region
- Europe
Offices6 records
Markets served
Selected Brands business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Brand Distribution and Agency Services: Selected Brands operates as a distributor and agency for international apparel, footwear and accessories brands. They generate revenue through distribution fees, agency commissions, and margins on wholesale sales to retailers across the Nordic and Baltic markets.
- Retail Operations: The company operates their own retail stores and shop-in-shops at department stores, generating revenue through direct retail sales to consumers.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Selected Brands product offering
Product offeringCore offering
Selected Brands distributes and represents international apparel, footwear, and accessories brands in the Nordic and Baltic regions through wholesale, agency, and selective retail channels. The company serves approximately 1,100 retail partners across 9 countries, operating a B2B webshop, Digital Showroom, and image banks to support wholesale ordering, while also running owned retail stores for select brands such as UGG.
Product overview
Selected Brands operates as a fashion distribution and retail company representing multiple international apparel, footwear, and accessories brands in the Nordic and Baltic regions. The portfolio includes distributed brands such as UGG (premium boots and footwear), Reebok (sports and fitness apparel), Project TWLV (handcrafted boots), and CASTORE (premium sportswear). Beyond brand distribution, the company provides a suite of B2B services including a B2B webshop for retail ordering, digital showroom access, product image bank for catalog imagery, and press image bank for campaign assets. The company was founded in 1993 and serves approximately 1,100 retail partners across 9 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- UGG brand distribution
- Reebok brand distribution
- Project TWLV brand representation
- CASTORE brand representation
- Brand agency and distribution services
- UGG Concept Store retail operations
Quantifiable outcome
- Growth from 1 to 1100 retail partners in 30 years
- +1 more outcomes
Companies that use Selected Brands
Customer profileSegments3 records
Ideal customer profiles1 record
Selected Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Selected Brands partnerships and signals
Strategic signalScale indicators9 records
Recent moves7 records
Expansion highlights5 records
Selected Brands competitors and assessment
Company assessmentRegional players
- Sportamore: Sportamore is a Nordic online sports retailer with strong brand and assortment overlap with Selected Brands' sports segment (e.g., Reebok, CASTORE). Comparable target customers and category, different channel mix (DTC online vs B2B distribution).
- XXL ASA: XXL is a major Nordic sports retailer with stores across Norway, Sweden, Finland, and Denmark. Highly comparable end-market exposure and customer segment, with sports apparel/footwear from international brands forming a core assortment. Different business model (retail-first vs. distribution/agency).
- Boozt: Boozt is a leading Nordic online fashion and lifestyle department store. Comparable in serving fashion-conscious Nordic consumers with international apparel and footwear brands, though B2C focused rather than Selected Brands' B2B distribution focus.
- Footway: Footway is a Nordic footwear e-commerce platform and distributor. Comparable in footwear category focus and Nordic geographic footprint, with a DTC/online orientation versus Selected Brands' B2B agency model.
- Stadium (Stadium Sports): Stadium is a leading Swedish sports retailer with multi-brand assortment and broad Nordic footprint. Comparable in distribution scale and brand portfolio mix (sports/fashion), though it leans more retail than agency. Strong regional overlap with Selected Brands' Swedish/Nordic core.
Broad incumbents
- Foot Locker: Foot Locker is a global multi-brand footwear retailer with deep vendor relationships and Nordic store presence. Comparable brand portfolio (athletic and lifestyle footwear) and end-consumer customer base, though at global scale versus Selected Brands' agency/distributor model.
- Intersport: Intersport is a global sports retailer and buying group with significant Nordic presence. Comparable in carrying international sports/lifestyle brands across multiple markets, though much larger and franchise-driven. Overlaps with Selected Brands' sports retail segment.
- Jarden Corporation (Newell Brands): Newell Brands is a large consumer goods company that distributes and licenses multiple international brands across geographies. Comparable in representing and scaling third-party brands through distribution muscle, though at much greater scale and across hard goods as well as apparel.
Direct peers
- Bloomberry: Bloomberry is a brand-building and distribution company for premium lifestyle and fashion brands across Northern Europe. Closest direct competitor in the Nordic market with a very similar mix of agency representation, distribution, and selective retail operations.
- Rennie Group: Rennie Group is a brand management and distribution agency representing international consumer brands across Asia-Pacific. Highly comparable business model: acts as the local voice for overseas brands, manages distribution, sales, and marketing across multiple markets. Same agency/distributor archetype, different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Selected Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selected Brands leadership team
Management profileNumber of profiles
Selected Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selected Brands 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 Selected Brands
What does Selected Brands do?
Selected Brands distributes and represents international apparel, footwear, and accessories brands in the Nordic and Baltic regions through wholesale, agency, and selective retail channels. The company serves approximately 1,100 retail partners across 9 countries, operating a B2B webshop, Digital Showroom, and image banks to support wholesale ordering, while also running owned retail stores for select brands such as UGG.
Is Selected Brands a public or private company?
Selected Brands is a private company. It is classified as unknown and is currently operating.
When was Selected Brands founded?
Selected Brands was founded in 1993. It employs 11 to 50 people.
Where is Selected Brands based?
Selected Brands is headquartered in Gothenburg, Sweden, in the Europe region.
How does Selected Brands make money?
Two revenue lines are on record. Brand Distribution and Agency Services are the primary driver. The others are retail Operations.
Who are Selected Brands's main competitors?
Regional players on record are Sportamore, XXL ASA, Boozt, Footway and Stadium (Stadium Sports). Broad incumbents are Foot Locker, Intersport and Jarden Corporation (Newell Brands). Direct peers are Bloomberry and Rennie Group.
Does Selected Brands have an API?
No public API is recorded for Selected Brands.
What industry is Selected Brands in?
Selected Brands's product category is Fashion and Footwear Wholesale Distribution. Its primary akta.pro industry code is CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 42435 and its SIC code is 5130.