What Toni Reklam does

Toni Reklam AB is a privately held Swedish company founded in 1964 and headquartered in Uppsala, Sweden. The company operates a promotional merchandise and printing services e-commerce platform at tonireklam.se, serving business customers seeking branded merchandise, corporate gifts, signage, and customized products for marketing campaigns, events, and employee engagement. Its core service capabilities span signs (Skyltar), print (Print), decals (Dekaler), image decoration (Bildekor), engraving (Gravyr), promotional products (Profilprodukter), branded workwear (Profilkläder), and logo design (Logotyper).

The product catalog is broad and multi-brand, aggregating third-party brands such as Black Hill, Craft, Swiss Peak, XD Collection, Orrefors, Kosta Boda, Thermos, MACMA, PF Concept, BOSKA, and Toppoint across categories including bags, apparel, office supplies, mobile accessories, drinkware, pens, travel goods, tools, sports and leisure items, and home goods. Products are offered with multiple customization techniques (screen printing, transfer printing, embroidery, engraving, doming). Recent product additions lean toward recycled/sustainable materials (GRS, RCS, OEKO-TEX certified) and higher-end electronics and lifestyle items.

The business model is direct-to-customer e-commerce within Sweden, with unit pricing ex-VAT and volume discounts on larger orders (e.g., cotton tote bags from 46.80 SEK at 5,000 units to 66.00 SEK at 10 units). The company operates with 1-10 employees, no disclosed external investment, no parent company, and no public financial disclosure. Customer support is provided via phone (018-55 75 25) and email ([email protected]). The company is independently owned with no evidence of institutional backing.

Name

Toni Reklam

Legal name

Toni Reklam AB

Website

https://tonireklam.se

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

1–10 employees

Short description

Toni Reklam is a privately held Swedish promotional merchandise and printing company, founded in 1964 and based in Uppsala. It operates an e-commerce platform selling branded merchandise, signage, decals, apparel, and customized business gifts to companies across Sweden.

Ownership category

akta.pro rank

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Promotional merchandise sales: Direct e-commerce sales of branded merchandise including bags, apparel, office supplies, and promotional items. Products can be customized with customer logos through various printing and engraving techniques.

Pricing tiers

Distribution channels1 record

Marketing channels1 record

Core offering

Toni Reklam AB sells branded promotional merchandise and offers customization services through its e-commerce platform tonireklam.se. The product assortment spans bags, workwear, office supplies, mobile accessories, mugs, pens, umbrellas, textiles, sports/leisure items, and signage, sourced from third-party brands such as Black Hill, Craft, Swiss Peak, Orrefors, Kosta Boda, Thermos, MACMA, PF Concept, BOSKA, and Toppoint. The company also provides in-house customization services including screen printing, transfer printing, embroidery, engraving, Doming, and image decoration (vehicle graphics) for client logos.

Product overview

Toni Reklam is a Swedish promotional products (profilprodukter) company offering a comprehensive range of branded merchandise and customization services. The company operates a multi-brand e-commerce platform featuring both proprietary services and third-party branded products. Core services include Skyltar (signs), Print, Dekaler (decals), Bildekor (image decoration), Gravyr (engraving), Profilprodukter (promotional products), and Profilkläder (workwear). The product portfolio spans multiple categories including bags (Väskor) with sub-categories for shoulder bags, laptop bags, document bags, backpacks, waist bags, and travel bags; workwear and clothing; office supplies; mobile accessories; drinkware and mugs; pens and writing instruments; tools; sports and leisure products; and home & household items. The company carries numerous branded partners including Black Hill, Craft, Swiss Peak, XD Collection, Orrefors Jernverk, Kosta Boda, Orrefors, Thermos, MACMA, PF Concept, BOSKA, and Toppoint, among others. Products are available with various customization options including screen printing, transfer printing, embroidery, engraving, and Doming. The company is based in Uppsala, Sweden, and serves businesses seeking branded promotional merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Print (Printing Services)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Direct peers

• Custom Ink: US-focused custom apparel and promotional products platform offering decorated t-shirts, polos, bags, and accessories with an emphasis on group orders. Comparable to Toni Reklam's branded apparel and group/corporate order business model.
• Quality Logo Products: US promotional products e-commerce company selling decorated branded merchandise across apparel, drinkware, bags, and office categories. Comparable assortment depth and decoration-driven fulfillment model.
• Proforma: Large network of promotional products distributors in North America offering decorated merchandise and corporate gifting solutions. Comparable in B2B promotional merchandise focus, though operating through a distributor-network model.
• National Pen (Pens.com): Specialty distributor of customized writing instruments, drinkware, bags, and tech accessories with in-house printing and engraving. Comparable to Toni Reklam's pen, mug, and small-leather-goods categories combined with customization services.
• 4imprint: Largest publicly visible promotional products distributor in North America and the UK, operating a multi-brand e-commerce platform with decoration services (printing, embroidery, engraving). Directly comparable to Toni Reklam in product breadth and B2B promotional merchandise focus, though at vastly larger scale and geographic reach.
• BAMKO: US-based promotional products supplier providing decorated merchandise (apparel, drinkware, tech, bags) with in-house decoration. Directly comparable in assortment structure and decoration-heavy service model.
• ePromos Promotional Products: Online promotional products retailer offering a multi-category catalog (bags, drinkware, apparel, office, tech) with decoration services. Closely comparable to Toni Reklam's e-commerce-led multi-category promo model.
• HALO Branded Solutions: Large-scale US promotional products and corporate gifting distributor with decoration services across multiple product categories. Comparable to Toni Reklam in offering a one-stop promotional merchandise solution with custom decoration to corporate clients.
• Crestline Promotional Products: US-based promotional products distributor offering a wide assortment of decorated branded merchandise (apparel, drinkware, bags, pens) with screen printing, embroidery, and engraving services. Closely comparable to Toni Reklam in assortment breadth and decoration-driven service model.

Broad incumbents

• Vistaprint (Cimpress): Global custom print and merchandise platform offering signage, apparel, drinkware, and promotional products with printing and decoration services. Comparable to Toni Reklam's print/decorated merchandise offerings but at vastly broader scale and with proprietary design technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance6 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 Toni Reklam