What Charma does

Charma is a Swedish B2B corporate gifting platform operated under Loyalty & Gifts Sweden AB (registration 559023-8696), headquartered in Linköping, Sweden. The company provides a digital platform for ordering and distributing corporate gifts, with a core offering of gift cards (Gåvokort) redeemable across 500+ products from 50+ brands, complemented by branded merchandise (profilprodukter) with logo customization, seasonal collections (Christmas, Easter, summer), and charity-linked variants. Its target customers are Swedish companies of all sizes purchasing gifts for employee appreciation, customer retention, and partner recognition; the company claims 7,000+ corporate customers and 300,000+ gifts delivered over 11+ years of operation.

The platform is built around the proprietary GiftTech™ layer, which combines smart technology, seamless logistics, and personal service for digital ordering and distribution. Charma distributes through multiple channels: its own e-commerce website, digital delivery via the Kivra digital mailbox, email, SMS, and physical delivery to offices and homes through a partnership with Arkitektkopia. In 2025, Charma launched Apprecio, a digital employee appreciation portal that automates recognition workflows for HR departments, representing a strategic move from one-off gift transactions toward HR SaaS-adjacent recurring revenue. A consumer-facing sub-brand, Swippy, addresses private gifting via mobile app.

The business model combines transactional gift card sales, unit-priced physical products (ranging from 35 kr puzzles to 888 kr Stanley mugs), custom gift solutions, and subscription/recurring revenue through the GiftTech API and Apprecio portal. The company is founder-led, with co-founders Marcus Andelius (CPO) and Jonas Theodor (CTO) operating for 11+ years alongside CEO Frederic Widell and Marketing Manager Karin Ingvarsson. Charma is a subsidiary of holding company Loyalty & Gifts AB, has not disclosed external funding rounds, and operates with a small team of 1–10 employees confined to the Swedish market.

Name

Charma

Legal name

Loyalty & Gifts Sweden AB

Website

https://charma.io

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Charma is a Swedish B2B corporate gifting platform offering digital gift cards (500+ products from 50+ brands), branded merchandise, and an employee appreciation portal (Apprecio) to 7,000+ Swedish companies for employee and customer gifting.

Ownership category

akta.pro rank

Product category

Corporate Gifting Services

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Greeting Card Publishers (513191), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Greeting Cards (2771), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Corporate & Client Gifting Programs (HSACANAE)

akta.pro secondary industries

Branded Merchandise & Corporate Gifts (BPAFAMAA), Rewards, Incentives & Gift Card Program Services (MPAAAIAG), Personalized & Custom Gift Creation (Engraving/Monogramming/Photo Gifts) (HSACANAC), Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE)

Keywords

• Corporate gifting platform
• Employee appreciation portal
• Branded merchandise gifts
• Gift card solutions
• Corporate reward distribution

Headquarters

HQ city

Linköping

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Gift Card Sales: Sales of digital and physical gift cards with various denominations, allowing recipients to choose from a selection of products
2. Physical Gift Products: Sale of physical products including profile products, confectionery, delicacies, summer gifts, Christmas gifts, Easter gifts
3. Custom Gift Solutions: Tailored gift solutions customized for target group, budget and brand including content, packaging and distribution
4. GiftTech API & Solutions: Technology solutions for appreciation and compensation portal (GiftTech by Charma)

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Charma operates a GiftTech platform for distributing corporate gifts to employees, customers, and partners of Swedish companies. Its core offerings include digital gift cards redeemable across 500+ products from 50+ brands, branded merchandise with logo printing, and the Apprecio employee appreciation portal for automated recognition workflows. The company also operates the Swippy app for private individual gift sending.

Product overview

Charma operates as a unified GiftTech platform combining gift card services, branded merchandise (profilprodukter), and appreciation solutions. The core offering consists of Gåvokort (digital gift cards) allowing recipients to choose from 500+ products across 50+ brands, complemented by Profilprodukter (branded merchandise) with logo customization. The platform includes specialized seasonal categories for Christmas, Easter, and Summer gifts, plus Apprecio for automated employee appreciation workflows. A sub-brand, Swippy, serves private individuals. The proprietary GiftTech™ technology layer powers the ordering and distribution infrastructure, while charity variants like Glädje läker-kortet integrate donations to Queen Silvia's Children's Hospital. The platform emphasizes sustainable choices marked as 'hållbart val' throughout the product range.

Differentiator

Problem solved

Functional benefit

Brands

• GiftTech™ by Charma: API, appreciation and compensation portal for corporate gift solutions.
• Swippy by Charma
• Apprecio

Products and services

• Gåvokort (Gift Cards) Digital gift cards allowing recipients to choose their own gift from a selection of 500+ products across 50+ brands, available with personal greetings, logo printing, and flexible delivery options (digital, office, or home). Targeted at Swedish companies purchasing gifts for employees and customers, starting from 120 kr.
• Profilprodukter (Branded Products) Branded merchandise products including water bottles, bags, clothing, and office supplies with company logo printing, including sustainable product options marked as eco-friendly choices. Targeted at corporate customers seeking branded items to strengthen their company profile.
• Apprecio Digital appreciation portal for employee recognition that automates appreciation workflows according to company policy. Features include recognizing achievements, celebrating milestones (onboarding, anniversaries), sending thanks or gifts, and automating appreciation occasions. Targeted at HR departments and managers at Swedish companies.
• GiftTech by Charma The proprietary technology platform powering Charma's digital gift solutions, combining smart technology, seamless logistics, and personal service for ordering and distributing corporate gifts, with API and appreciation portal capabilities for partner integrations.
• Swippy by Charma Gift app operated as a sub-brand within the Charma ecosystem (Loyalty & Gifts AB) that enables private individuals to send gifts easily with one click.
• Glädje läker-kortet (Joy Heals Card) Gift card with integrated charity component where 30 kr per card is donated directly to Queen Silvia's Children's Hospital Foundation. Available in summer and other seasonal variants for corporate buyers seeking purpose-driven gifting.
• Julgåvor (Christmas Gifts) Holiday gift collection including wrapped Christmas presents, Christmas sweets and delicacies, and custom gift solutions, including a gift wrapping service in recycled paper priced at 39 kr per gift.
• Påskgåvor (Easter Gifts) Easter gift collection including Easter eggs, confectionery baskets, gift cards, and personalized Easter greetings with company branding for corporate buyers.
• Sommargåvor (Summer Gifts) Summer gift collection including cooling bags, water bottles, beach towels, and seasonal delicacies with company logo customization for corporate summer gifting programs.

Quantifiable outcome

• 7,000+ companies have chosen Charma as their gift partner
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Atmoz Climate PartnercoreStrategic or Co-development PartnerAtmoz Consulting helps companies reduce and manage their climate impact to reach Paris Agreement goals. Charma collaborates with Atmoz to calculate their total transport emissions and climate compensate through various environmental projects including Karnataka Solar (India), Biogas in Indonesia, Samsun Waste-to-energy (Turkey), and Boreal Mix Swedish forest preservation.
• Insamlingsstiftelsen för Drottning Silvias barnsjukhuscoreStrategic or Co-development PartnerCharma has a partnership with the foundation for Queen Silvia's Children's Hospital. For each Joy Heals Card (Glädje läker-kortet) sold, Charma donates 30 kr directly to the foundation. T-shirts and bags also have portions of sales donated.
• Arkitektkopia & KivracoreChannel Partner/ Reseller/ DistributorDistribution partnership for physical and digital gift deliveries in Sweden. Kivra enables digital delivery of gift cards via their digital mailbox service.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Loop & Tie: B2B sustainable gifting platform offering curated gift collections and recipient-choice options. Comparable to Charma on choice-based gifting, sustainability positioning, and corporate-customer focus.
• Sendoso: US-based B2B corporate gifting and direct mail platform offering curated gift catalogs, branded swag, and an automation API. Highly comparable to Charma's GiftTech platform, though operating at larger scale and broader geographic footprint.
• Giftogram: Corporate digital gifting and gift card platform for employee recognition, customer rewards, and sales incentives. Directly comparable to Charma's B2B gift card and rewards use cases, with similar recipient-choice mechanics.
• Alyce: B2B gifting platform focused on sales, marketing, and customer experience use cases with a curated catalog and personalization features. Directly comparable to Charma's corporate gifting + branded merchandise + API offering.
• Snappy: Gift card–first B2B gifting platform that lets recipients choose from a catalog of experiences and products. Closely comparable to Charma's Gåvokort (gift card) product with 500+ items from 50+ brands and similar recipient-choice mechanics.
• Reachdesk: B2B gifting and direct mail platform targeting enterprise sales, marketing, and customer success teams. Comparable to Charma in offering curated physical and digital gifts via a tech-driven ordering platform, with similar use cases around employee and customer gifting.
• Gift Up: Digital gift card platform for SMBs and mid-market businesses with API and POS integrations. Comparable to Charma's digital gift card offering and GiftTech API ambition, though focused more on retail than corporate gifting.
• Goody: B2B gifting platform with a tech-driven ordering experience, broad gift catalog, and integration capabilities. Highly comparable to Charma's GiftTech platform positioning and corporate customer base.

Broad incumbents

• Tango Card (Blackhawk Network): Large, established digital gift card and rewards platform used by enterprises globally. Comparable to Charma's gift card infrastructure and corporate rewards use cases, but at significantly greater scale and with broader geographic coverage.

Regional players

• Interflora (Nordic operations): Established flower and gift delivery network with strong Nordic / Swedish presence serving both consumer and corporate gifting occasions. Comparable to Charma as a regional corporate gifting alternative with physical delivery, but focused on florals rather than a broad branded merchandise catalog.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CharmaSverige
• LinkedInlinkedin.com/company/charma-io

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Charma