Shepherd of Sweden

What Shepherd of Sweden does

Shepherd of Sweden is a family-owned Swedish lifestyle company founded in 1982 and headquartered in Svenljunga, Sweden, that designs, manufactures, and sells sheepskin, wool, and suede products. Its portfolio spans women's, men's, and kids' footwear (slippers, clogs/sandals, low shoes, and boots), accessories (gloves, mittens, hats, bags, insoles, saddle covers, hot-water bottle covers, shoe care), and a home interior line (sheepskins, seat cushions, blankets, cushions, rugs, pouffes, table settings). The core technology is rooted in natural-material processing, with proprietary features including temperature-regulating and naturally antibacterial sheepskin, lanolin-treated wool, anatomically shaped cork footbeds, and lightweight, recyclable EVA outsoles; products are manufactured in Europe under a Code of Animal Treatment with a no-mulesing guarantee.

The company monetizes through two channels. The primary DTC channel is its own e-commerce storefront (shepherdofsweden.com), which ships to 25+ European countries and the United States with localized currency, language, and free-shipping thresholds (€80/£85/$100). The secondary channel is B2B wholesale to independent retailers via a dedicated portal (sos.shepherd.nu). Pricing is unit-based, ranging from approximately $98–$195 for slippers, $160–$250 for sandals/clogs, $220–$290 for low shoes, and $230–$630 for boots; interior products such as sheepskin rugs retail from $200 to $550, with accessories priced $15–$240. Customer segments are predominantly women and men (primary), with secondary segments in kids/baby and home interior buyers.

The go-to-market motion combines DTC e-commerce, B2B wholesale, content marketing through a Shepherd Magazine and owned social channels (Facebook, Instagram, LinkedIn, Pinterest), and an email newsletter with a 10% first-order incentive. Payments are processed through Visa, MasterCard, PayPal, Klarna (invoice and payment plan), and Swish; returns are handled via an Ingrid returns portal; and random product samples are tested by SATRA for REACH compliance. The company holds the registered SHEPHERD® trademark and is privately held by the founding family with no disclosed external investors, parent company, or subsidiaries.

Name

Shepherd of Sweden

Legal name

Shepherd of Sweden AB

Website

https://shepherdofsweden.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Shepherd of Sweden is a family-owned Swedish company, founded in 1982 and based in Svenljunga, that designs, manufactures, and sells sheepskin, wool, and suede slippers, shoes, boots, accessories, and home interior products through its own e-commerce site and B2B wholesale to independent retailers across Europe and the USA.

Ownership category

akta.pro rank

Product category

Sheepskin and Wool Footwear

NAICS

Footwear Manufacturing (3162), Footwear Manufacturing (31621)

SIC

Footwear, (No Rubber) (3140), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Sheepskin & Shearling Processing (IMAOAGAK)

akta.pro secondary industry

Leather, Suede & Alternatives (PU/Bio-based) (CRAAAMAG)

Keywords

• Sheepskin slippers
• Wool footwear
• Scandinavian shoes
• Sheepskin home goods
• Wool interior products

Headquarters

HQ city

Svenljunga

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through owned e-commerce website, selling slippers, shoes, sandals, accessories, and interior products at retail prices. Ships globally to European countries and USA.
2. B2B Wholesale: Wholesale distribution to independent retailers through retailer login portal (sos.shepherd.nu), allowing retailers to purchase products for resale.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Shepherd of Sweden designs, manufactures, and sells sheepskin and wool-based footwear (slippers, shoes, boots, sandals) for women, men, and children, plus home interior products (sheepskins, blankets, cushions, rugs, seat cushions, table settings) and accessories (bags, gloves, insoles, water bottle covers, shoe care). Products are made in Europe from natural sheepskin, wool, and suede under a No Mulesing guarantee and sold through owned e-commerce and B2B wholesale channels.

Product overview

Shepherd of Sweden is a family-owned company (since 1982) based in Svenljunga, Sweden, manufacturing slippers, shoes, sandals, boots, accessories, and home interior products from genuine natural materials including sheepskin and wool. The product portfolio consists of core footwear collections for women, men, and children (including baby slippers), complemented by home interior products (sheepskin, seat cushions, blankets, cushions, rugs, and table settings), and accessories (bags, saddle covers, insoles, water bottle covers, and shoe care products). The company operates women's and men's collections featuring slippers, shoes, boots, and sandals made primarily from sheepskin, wool, and suede materials. Their interior line offers sheepskin in various forms (short-haired, long-haired), along with wool blankets, cushions, rugs, and table settings. An outlet section offers discounted items from previous collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Slippers Women's slippers crafted from natural sheepskin, wool, and suede, including slip-in slippers, ballerina flats, ankle-high designs, and loafers for indoor and outdoor use. Priced from $98 to $185.
• Women's Shoes Women's low shoes crafted from sheepskin, wool, and suede with breathable, comfortable construction for spring, autumn, and cool summer days, priced $220–$290.
• Women's Boots Women's winter boots with sheepskin lining, including Chelsea boots and lined boots combining style and warmth for cold weather, priced $230–$630.
• Women's Sandals & Clogs Women's sandals and clogs with anatomically shaped footbeds and temperature-regulating properties for everyday indoor and outdoor use, priced $160–$250.
• Women's Accessories (Mittens, Gloves, Hats) Women's mittens, gloves, and hats made from genuine sheepskin combining maximum warmth with elegant, functional design.
• Men's Slippers Men's slippers crafted from wool, genuine sheepskin, and suede for lasting durability and everyday comfort, including soft indoor slippers and refined outdoor styles, priced $110–$195.
• Men's Shoes Men's low shoes including espadrilles and sheepskin loafers designed for spring, autumn, and cool summer days, providing light, flexible comfort.
• Men's Boots Men's boots with sheepskin lining, including classic Chelsea boots and lined boots providing stability, warmth, and comfort in colder weather, priced $320–$380.
• Men's Sandals & Clogs Men's sandals and clogs developed for comfort during warmer days, with anatomically shaped footbeds and temperature-regulating materials.
• Men's Accessories (Gloves & Mittens) Men's gloves and mittens in sheepskin combining exclusive design with optimal warmth for cold days.
• Kids Slippers Children's shoes and slippers made from genuine sheepskin and wool designed for comfort and play, including ankle-high and loafer-style options for active children.
• Baby Slippers Baby slippers crafted from genuine sheepskin designed to wrap babies in natural warmth, comfort, and care with temperature-regulating properties.
• Scandi Ease Collection New Scandi Ease collection of comfortable Scandinavian-design footwear featuring clean silhouettes such as clogs, loafers, and espadrilles in soft suede and carefully selected natural materials, with unisex sizing suitable for indoor and outdoor use year-round.
• Interior - Sheepskin Genuine sheepskin products for the home in short-haired, long-haired, and curly varieties, with each sheepskin unique in color, shape, and texture.
• Interior - Seat Cushions Seat cushions in sheepskin and wool for dining spaces, available in padded designs with anti-slip backing or natural versions, priced $45–$105.
• Interior - Blankets Wool blankets designed for everyday use, including jacquard-woven wool throws in large size (140x240 cm) for warmth and calm.
• Interior - Cushions Pillows made from sheepskin and wool, filled with polyester blend and duck feathers that hold their shape, available in large square and rectangular options, priced $90–$280.
• Interior - Rugs Sheepskin rugs in round and square shapes in various colors that help dampen noise and transform spaces into tranquil havens, priced $200–$550.
• Interior - Table Setting Table runners and placemats in dirt-repellent, durable felted wool in various sizes for dining tables, priced $45–$89.
• Accessories - Bags Bags crafted from genuine sheepskin and wool including shoppers, clutches, and everyday bags for various occasions, priced $120–$240.
• Accessories - Saddle Covers Bicycle saddle covers in genuine sheepskin with naturally temperature-regulating material for comfortable cycling year-round.
• Accessories - Soles & Socks Leather insoles for wool slippers, warming sheepskin insoles for shoes and boots, and soft wool socks for added comfort, priced $25–$39.
• Accessories - Water Bottle Covers Sheepskin hot water bottle covers providing cozy softness for warmth and to alleviate discomfort such as cold feet and muscle pain.
• Accessories - Shoe Care Shoe care products including wool wash detergent and mink oil for leather shoes, plus recommendations for suede brushes, shoe cream, and impregnation spray, priced $15–$22.
• Outlet Discounted products including slippers, shoes, and boots from previous seasons available at reduced prices across women's, men's, and kids categories.

Quantifiable outcome

• Temperature-regulating properties keep feet comfortable year-round
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• KlarnacoreTechnology or IntegrationPayment processing partner providing invoice payments (30-day payment terms) and payment plans for customers at checkout. Integral to e-commerce operations enabling flexible payment options.
• Visa and MasterCardcoreTechnology or IntegrationCredit card payment processing through Visa and MasterCard for direct customer payments on e-commerce platform.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mou: London/Greek sheepskin and leather footwear brand with a fashion-forward aesthetic. Direct competitor in women's sheepskin boots and sneakers, sharing the European specialty-retail distribution footprint with Shepherd of Sweden.
• Glerups: Danish maker of wool-felt slippers using 100% pure natural wool. Closest Nordic peer to Shepherd of Sweden on materials, Scandinavian design language, natural-material positioning, and DTC/wholesale channel mix.
• UGG: Owned by Deckers Brands, UGG is the global leader in sheepskin footwear (boots, slippers, sandals). Direct competitor to Shepherd of Sweden in temperature-regulating sheepskin slippers and boots, though UGG operates at significantly larger scale and broader global distribution.
• Bosabo: French family-owned maker of traditional wooden clogs and suede/sheepskin slip-ons. Directly comparable on European craftsmanship, natural-material positioning, and slipper/clog category overlap with Shepherd of Sweden.
• Hestra: Swedish glove and accessory maker using leather and wool. Comparable as a Scandinavian heritage brand producing natural-material accessories (gloves, mittens, hats) that overlap directly with Shepherd of Sweden's accessories range.
• EMU Australia: Australian sheepskin boot and slipper brand with global distribution. Direct peer to Shepherd of Sweden in core sheepskin slippers and boots, competing in similar premium-natural-material positioning across Europe, North America, and Asia.
• Haflinger: German family-owned maker of wool-felt slippers and clog-style footwear. Highly comparable to Shepherd of Sweden on materials (wool/suede), anatomical footbeds, European craftsmanship, and DTC-plus-wholesale distribution.
• Bearpaw: American sheepskin boots and slippers brand focused on accessible price points. Competes with Shepherd of Sweden in the sheepskin slipper/boot category, particularly in US department-store and DTC channels.

Broad incumbents

• Sorel: Owned by Columbia Sportswear, Sorel makes winter boots for cold-weather use, including sheepskin-lined styles. A broader incumbent overlapping with Shepherd of Sweden's boots segment rather than its slipper/home core.

Emerging players

• Allbirds: US DTC footwear brand built around natural materials (merino wool) and sustainability. Comparable to Shepherd of Sweden on natural-material storytelling and DTC-led growth, though positioned in casual/everyday sneakers rather than sheepskin slippers or home textiles.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shepherdofsweden
• LinkedInlinkedin.com/company/shepherd-of-sweden-ab
• Instagraminstagram.com/shepherdofsweden
• Pinterestse.pinterest.com/shepherd_sweden

Compliance3 records

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 Shepherd of Sweden