Boomerang International AB

What Boomerang International AB does

Boomerang International AB is a privately held Swedish fashion brand founded in 1976 by Peter Wilton and Kenneth Andram, headquartered in Sweden. The company designs, produces, and sells clothing under the Boomerang name through a direct-to-consumer e-commerce platform (boomerang.se) and a domestic retail dealer network (Återförsäljare). Its core product assortment spans men's and women's categories and includes shirts (Oxford, poplin, piqué), T-shirts, knitwear, linen garments, trousers, shorts, outerwear including down jackets, dresses, and accessories, priced in a 699-2,999 SEK range.

The brand's production model centers on natural materials — organic cotton, linen, and mulesing-free merino wool — and includes GOTS-certified manufacturing as well as a knitwear line ("Stickat i Sverige") produced domestically in Sweden for quality control and transparency. The company's signature element is the hand-painted Boomerang button, manufactured since 1979 by a family-owned factory in Portugal. The company holds GOTS certification, which requires both factory and brand registration in the GOTS database.

Boomerang operates as a direct-to-consumer fashion brand targeting Swedish consumers seeking quality wardrobe basics and timeless design. Its revenue model is one-time retail product sales (699-2,999 SEK per item) supplemented by seasonal promotions (Summer Sale 30–50% off) and a newsletter acquisition funnel offering 10% off first orders. The company maintains an organic social presence on Facebook and Instagram and uses content marketing via its Stories section to drive brand engagement. No external funding, M&A activity, or parent-company ownership has been disclosed.

Name

Boomerang International AB

Legal name

Boomerang International AB

Website

https://boomerangstore.se

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

Boomerang International AB is a privately held Swedish fashion brand founded in 1976 that designs and sells men's and women's clothing made from natural materials (linen, organic cotton, merino wool) through DTC e-commerce (boomerang.se) and a domestic retail dealer network, targeting Swedish consumers seeking quality, GOTS-certified wardrobe basics.

Ownership category

akta.pro rank

Product category

Sustainable Fashion Apparel

NAICS

Knit Fabric Mills (31324), Cut and Sew Apparel Manufacturing (3152), Apparel Knitting Mills (3151), Cut and Sew Apparel Manufacturing (except Contractors) (315250)

SIC

Knit Outerwear Mills (2253), Retail-Apparel & Accessory Stores (5600), Knitting Mills (2250), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Knitwear & Sweaters Manufacturers (CRAAAAAJ)

Keywords

• Sustainable fashion
• Organic cotton clothing
• Knitwear apparel
• Wardrobe basics
• Linen garments

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Direct Product Sales: One-time retail sales of clothing items through e-commerce and retail channels. Products include shirts, t-shirts, knitwear, trousers, dresses, and outerwear for men and women at various price points (699-2,999 SEK range).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Boomerang International AB designs, manufactures, and sells sustainable clothing for men and women, including shirts, T-shirts, knitwear, trousers, dresses, and outerwear made from natural materials such as organic cotton, linen, and mulesing-free merino wool. Products are sold primarily through the company's Swedish e-commerce platform (boomerang.se) and a network of authorized retail dealers, with knitwear manufactured domestically in Sweden as part of the brand's sustainability strategy. Pricing ranges from 699 SEK to 2,999 SEK, with seasonal sales of 30–50% and a 10% first-order discount for newsletter subscribers.

Product overview

Boomerang International AB is a Swedish fashion brand established in 1976, offering a unified portfolio of men's and women's clothing. The core product lines span shirts (Oxford, poplin, piqué), T-shirts, knitwear made in Sweden, linen garments, outerwear including down jackets (produced since the 1980s), dresses, trousers, shorts, and accessories. All products emphasize natural materials (organic cotton, linen), sustainable manufacturing including domestic production (Stickat i Sverige), GOTS certification, and timeless design built to last. Signature elements include the hand-painted Boomerang button produced in Portugal since 1979. The company operates e-commerce primarily through its Swedish website.

Differentiator

Problem solved

Functional benefit

Products and services

• Dam (Women's Collection) Women's clothing collection including dresses, knitwear, shirts, T-shirts, linens, trousers, shorts, outerwear, and accessories, featuring GOTS-certified organic cotton and sustainably sourced natural materials for female consumers seeking quality wardrobe basics.
• Herr (Men's Collection) Men's clothing collection including shirts, outerwear, T-shirts, piqué shirts, knitwear, and accessories, emphasizing quality construction and timeless design for a lasting wardrobe for male consumers.
• Stickat i Sverige (Knitwear Made in Sweden) Knitwear collection manufactured domestically in Sweden, ensuring quality, craftsmanship, transparency, and production control. Available across both men's and women's lines.
• GOTS-Certified Products Products certified under the Global Organic Textile Standard (GOTS), ensuring organic fiber content and responsible manufacturing and handling throughout the supply chain.
• Ekologisk Bomull (Organic Cotton Collection) Collection featuring organic cotton, demonstrating Boomerang's commitment to environmental responsibility and sustainable sourcing.
• Ytterplagg (Outerwear) Outerwear garments including down jackets (manufactured since the 1980s), overshirts, and other cold-weather protection items sold across both men's and women's lines.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

One partnership is on record.

• Family-owned button factory in PortugalcoreOEM/ Whitelabel/ Licensing Partner · 1 January 1979A small family-owned factory in Portugal has been manufacturing the iconic Boomerang buttons by hand since 1979. The factory owner appreciated the focus on craftsmanship and the process that showcases human handwork over machine production. This is a long-standing manufacturing partnership essential to the brand's identity.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Filippa K: Swedish premium basics brand for men and women, emphasizing timeless design, natural materials, and sustainable production. Closely comparable to Boomerang in product category, target customer, pricing tier, and Scandinavian heritage positioning.
• Acne Studios: Swedish contemporary fashion house offering men's and women's ready-to-wear including shirts, knitwear, and outerwear with a creative, design-led identity. Comparable to Boomerang as a Stockholm-based multi-category apparel brand with DTC and wholesale distribution, though at a higher price tier.
• J.Lindeberg: Swedish fashion and sportswear brand offering premium shirts, knitwear, outerwear, and golf/ski apparel. Comparable to Boomerang in men's/women's apparel scope, Swedish heritage, and emphasis on quality construction with a sportswear-adjacent customer base.
• Tiger of Sweden: Heritage Swedish fashion brand founded in 1903 offering men's and women's premium apparel including shirts, knitwear, and outerwear. Comparable to Boomerang as a long-standing Swedish multi-category apparel brand with timeless positioning and similar price architecture.
• Nudie Jeans: Swedish sustainable apparel brand with a strong focus on organic cotton, repair programs, and transparent supply chains. Comparable to Boomerang in Swedish heritage, GOTS-aligned sustainability messaging, and emphasis on durable basics built to last.
• L.L.Bean: American heritage apparel brand founded in 1912, focused on durable, natural-material basics including knitwear, oxford shirts, and outerwear. Comparable to Boomerang as a multi-generational heritage basics brand with timeless design, natural materials, and emphasis on garments built to last.
• Saint James: French heritage apparel brand founded in 1889 known for Breton striped shirts, knitwear, and timeless basics with manufacturing in France/Portugal. Comparable to Boomerang as a long-standing European heritage basics brand with signature design elements and emphasis on craftsmanship.

Broad incumbents

• COS (H&M Group): Mass-premium fashion brand owned by H&M, offering timeless men's and women's apparel including shirts, knitwear, and outerwear at a comparable price point. Comparable to Boomerang in target customer and basics category but with vastly greater scale, international footprint, and marketing budget.
• H&M: Swedish fast-fashion giant and the dominant apparel brand in Boomerang's home market, with a much broader assortment and price range. Relevant as a Swedish incumbent setting the baseline for consumer expectations in the domestic market, though not directly competitive on premium basics.

Regional players

• Skara Boen (KLIPPAN): Swedish heritage wool and knitwear manufacturer producing blankets, throws, and apparel since 1879. Comparable to Boomerang's domestic Swedish knitwear production and heritage positioning, though focused more on home textiles than apparel basics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/boomerang.se
• Instagraminstagram.com/boomerang1976
• LinkedInlinkedin.com/company/boomerang-retail-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Boomerang International AB