Metro Mode

What Metro Mode does

Metro Mode is a Swedish-language digital lifestyle media publication operating at metromode.se. The site publishes daily editorial articles across nine verticals: fashion (Mode), beauty (Skönhet), health (Hälsa), home/interior (Home), horoscopes (Horoskop), entertainment (Nöje), career (Karriär), parenting (Mamma) and men's content (Man), including celebrity news, style guides and beauty tips targeted primarily at Swedish-speaking women. The platform is distributed as a free, ad-supported and affiliate-supported website with no subscription or paid tier; an email newsletter is offered as an opt-in channel.

The underlying technology is described only as a digital content management and publishing platform; no proprietary technology, app, API or SDK is disclosed. The business does not own proprietary content-distribution infrastructure beyond its web property, and traffic acquisition relies on organic content marketing, SEO, email newsletters and social media. The site embeds Google reCAPTCHA and analytics and Facebook/Meta advertising tools in compliance with disclosed privacy policy operations.

Metro Mode is operated by Addreax Group Limited, a private limited company incorporated in England and Wales (company number 12013604), which acts as the data controller. Addreax Group Limited has no disclosed parent or subsidiary relationships and no external investors are referenced. Revenue is generated through (i) affiliate marketing commissions on purchases routed via embedded links to selected retailers (largely fashion, beauty and lifestyle merchants) and (ii) advertising revenue, including interest-based advertising served via Google and Meta. The company is privately held, headquartered in Stockholm, Sweden, with 11-50 employees, and Christen Ager-Hanssen is listed as Chief Executive Officer.

Name

Metro Mode

Legal name

Addreax Group Limited

Website

https://metromode.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Metro Mode is a Swedish-language digital lifestyle media site (metromode.se) publishing daily articles on fashion, beauty, health, horoscopes, entertainment and parenting for a primarily female Swedish audience, monetized via affiliate commissions and advertising through Google and Meta under operating entity Addreax Group Limited.

Ownership category

akta.pro rank

Product category

Digital Lifestyle Media

NAICS

Periodical Publishers (51312)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

Keywords

• Lifestyle digital media
• Fashion publishing
• Beauty editorial
• Affiliate content
• Online publishing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate Marketing: Metro Mode earns commissions for purchases made through affiliate links to selected retailers on the website.
2. Advertising Revenue: The platform generates advertising revenue through interest-based advertising displayed to users based on their interactions with the site.

Distribution channels2 records

Marketing channels4 records

Core offering

Metro Mode operates a free Swedish-language online lifestyle magazine publishing editorial articles, celebrity news, style guides, beauty tips, horoscopes, and lifestyle content across nine verticals (Mode, Skönhet, Hälsa, Nöje, Horoskop, Home, Karriär, Mamma, Man). Revenue is generated through display advertising and affiliate commissions earned when readers purchase products from partner retailers via embedded links.

Product overview

Metro Mode is a Swedish digital lifestyle and entertainment publication covering fashion (Mode), beauty (Skönhet), health (Hälsa), interior design (Home), horoscopes (Horoskop), entertainment news (Nöje), career (Karriär), parenting (Mamma), and men's content (Man). The platform publishes editorial articles, entertainment news, celebrity coverage, style guides, and health/beauty tips. It operates affiliate marketing partnerships with retailers and offers a newsletter subscription service. The publication is owned and operated by Addreax Group Limited.

Differentiator

Problem solved

Functional benefit

Products and services

• Metro Mode Digital Lifestyle Publication

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Selected Retailers (Affiliate Partners)coreGTM or Marketing PartnerMetro Mode has affiliate partnerships with selected retailers, earning commissions for purchases made through links on the website. The platform promotes fashion, beauty, and lifestyle products with embedded affiliate links to partner e-commerce sites.
• Addreax Group LimitedcoreOthersAddreax Group Limited is the data controller for Metro Mode, incorporated in England and Wales (company number 12013604), registered at 42 Lytton Road, Barnet, Hertfordshire EN5 5BY, United Kingdom. DPO contact: [email protected]

Recent moves5 records

Expansion highlights3 records

Direct peers

• VeckoRevyn: Major Swedish weekly women's magazine covering celebrity news, fashion, beauty, and lifestyle. Competes for the same Swedish-women audience with overlapping editorial categories.
• Femina: Swedish women's interest magazine and digital property covering fashion, beauty, relationships, and celebrity news. Overlaps heavily with Metro Mode's content verticals.
• Byrdie: Digital beauty and wellness publisher with editorial + commerce monetization. Comparable in vertical depth (beauty focus), audience (women), and revenue model to parts of Metro Mode.
• Damernas Värld: Sweden's flagship women's lifestyle/fashion magazine with both print and digital editions. Directly comparable to Metro Mode in targeting Swedish women with fashion, beauty, and lifestyle content.
• Refinery29: Digital-first lifestyle publisher targeting women with fashion, beauty, wellness, and entertainment content. Closely mirrors Metro Mode's digital-only, ad + affiliate monetization model.
• Who What Wear: Digital fashion and beauty publisher built on editorial content with embedded affiliate commerce. Operates a similar content + commerce funnel to Metro Mode's affiliate-driven articles.
• ELLE Sverige: Swedish edition of ELLE, focused on fashion, beauty, and lifestyle for women. Operates a similar editorial + commerce mix with affiliate-style content in the same niche as Metro Mode.

Broad incumbents

• Aftonbladet: Sweden's largest tabloid with substantial lifestyle, celebrity, and entertainment verticals. Competes for the same Swedish celebrity-news audience but as part of a much broader news portfolio.
• Vogue Scandinavia: Regional luxury fashion/lifestyle publication covering the Nordics. Competes in the high-end fashion and lifestyle content vertical with broader geographic scope than Metro Mode.
• Cosmopolitan: Global women's lifestyle brand with a strong digital lifestyle/celebrity editorial footprint. Comparable audience and content mix to Metro Mode at much larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/metro-mode

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 Metro Mode