Company Line
Company Line AB is a Swedish B2B e-commerce retailer selling branded apparel, promotional products, workwear and safety gear, office supplies, and event materials to Swedish businesses nationwide, operated from four cities (Luleå, Stockholm, Kiruna, Gällivare) and backed by Alligo/New Wave Group.
- Company typePrivate
- Founded1988
- HeadquartersLuleå, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Company Line firmographics
Firmographics- Name
- Company Line
- Legal name
- Company Line AB
- Website
- https://companyline.se
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Company Line AB is a Swedish B2B e-commerce retailer selling branded apparel, promotional products, workwear and safety gear, office supplies, and event materials to Swedish businesses nationwide, operated from four cities (Luleå, Stockholm, Kiruna, Gällivare) and backed by Alligo/New Wave Group.
- Ownership category
- akta.pro rank
Company Line industry classification
Industry- Product category
- Branded Merchandise and Workwear
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Apparel Sourcing, Buying Houses & Trading Companies (CRAAAAAN)
Keywords
Where Company Line is headquartered
LocationHeadquarters
- HQ city
- Luleå
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
Company Line business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Profile Clothing: Sale of branded/clothing items including T-shirts, jackets, pants, workwear and various apparel with company logos or custom branding
- Product Sales - Profile Products: Sale of promotional products including pens, mugs, bags, keychains, electronics, and other branded merchandise
- Product Sales - Workwear and Safety: Sale of occupational clothing and protective equipment including safety footwear, gloves, helmets, high-visibility clothing
- Product Sales - Office and Consumables: Sale of office supplies, furniture, hygiene and cleaning products, packaging materials
- Product Sales - Event and Exhibition: Sale of event materials including banners, flags, booths, promotional items for trade shows and corporate events
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard B2B e-commerce pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Company Line product offering
Product offeringCore offering
Company Line AB is a Swedish B2B e-commerce retailer that sells branded profile clothing, promotional products, workwear and personal protective equipment, office and consumable supplies, and exhibition/event materials. The company offers Print On Demand customization so customers can brand apparel and merchandise in small runs without inventory holding. Orders are taken through companyline.se with delivery handled nationwide via Schenker, supported by physical sales offices in Luleå, Stockholm, Kiruna, and Gällivare.
Product overview
Company Line operates as a B2B supplier of branded products, workwear, and office supplies. The company offers four main product categories: Profilkläder (branded clothing), Profilprodukter (promotional products such as electronics, drinkware, pens, and bags), Arbetskläder & Skyddsprodukter (workwear and safety equipment including personal protective gear, fall protection, and first aid), and Kontors- och förbrukningsmaterial (office and consumable supplies). Additionally, they provide Mässa & Event products for trade shows and events. The platform enables businesses to customize products with their branding for promotional purposes, with print-on-demand services available.
Differentiator
Problem solved
Functional benefit
Products and services
- Profilkläder (Branded Profile Clothing) A catalog of branded clothing items for businesses to use as corporate apparel, employee uniforms, and brand visibility items, including pants, suits, headwear, jackets, skirts, dresses, polo shirts, shorts, shoes, socks, T-shirts, sweaters, underwear, base layers, vests, and belts. Custom branding/printing is available via Print On Demand.
- Profilprodukter (Promotional Products) Promotional and branded merchandise for corporate use, marketing campaigns, events, and gifting, including electronics & tech, bottles & thermoses, golf items, home & household goods, health & beauty, holiday items, mugs, umbrellas, pens, reflectors, sports & leisure, tools, and bags.
- Arbetskläder & Skyddsprodukter (Workwear and Safety Products) Workwear and occupational protective equipment for businesses, including jackets, pants & shorts, coveralls, shoes, socks, vests, gloves, personal protection (including fall protection), first aid supplies, T-shirts, sweaters, polo shirts, shirts, and belts.
- Kontors- och förbrukningsmaterial (Office and Consumable Supplies) Office and consumable supplies for daily business operations, including table & serving products, electronics & lighting, packaging, hygiene & cleaning, office machines, office supplies, and furniture & interiors.
- Mässa & Event (Exhibition and Event Materials) Materials for trade shows, exhibitions, and corporate events, including balloons, banners/feather flags, decals, flags, pavement signs, holders & stands, logo bands, carpets, exhibition tables, furniture, name badges, roll-up/pop-up displays, signs, ceiling displays, tents, and walls.
Quantifiable outcome
- Wide product range covering 4 main categories: Profile clothing, Profile products, Workwear/Safety products, Office and consumable materials
Companies that use Company Line
Customer profileSegments2 records
Ideal customer profiles2 records
Company Line technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Company Line partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- AlligocoreCompany Line is part of Alligo group, which provides clear guidelines, common goals and concrete resources for sustainable business operations - both socially, environmentally and economically. Through Alligo, Company Line has access to ISO certifications and UN Global Compact membership.
- New Wave GroupcoreCompany Line is part of New Wave Group, whose vision is built on sustainable growth - where profitable business goes hand in hand with social and environmental responsibility.
- SchenkerminorSchenker is used as the delivery partner for parcel delivery across Sweden (Schenker Parcel Inrikes) with delivery times of 1-5 business days for standard articles.
- PayerminorPayer provides payment solutions including card payments, invoices and Swish payments for the e-commerce checkout.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Company Line competitors and assessment
Company assessmentBroad incumbents
- Cintas: Large North American uniform/workwear and supplies provider. Overlaps with Company Line's workwear and corporate-image categories as part of a much broader services portfolio.
- Bunzl: Global B2B distribution group operating across workwear/PPE, cleaning/hygiene, and hospitality supplies. Overlaps with Company Line's workwear/safety and office/consumables categories but at vastly larger scale.
Direct peers
- Creasafe: Swedish B2B supplier of promotional products and branded merchandise. Direct comparable on geography, customer base (Swedish SMB/enterprise), and product mix centered on profile/branded items.
- Brand Addition: European promotional merchandise and branded products distributor. Direct comparable on B2B branded-apparel and merchandise offering to enterprise accounts.
- National Pen (YENETCH): Direct B2B promotional products and custom writing instruments supplier. Comparable in serving SMB and enterprise customers with branded merchandise through an e-commerce-led model.
- HALO Branded Solutions: Large US-based B2B promotional products distributor. Comparable business model supplying branded merchandise and apparel to enterprise customers; same broad-category, contract-based demand profile.
- 4imprint Group: Publicly listed promotional-products distributor (US-headquartered, serves Europe). Closest global direct peer — same B2B model of selling branded merchandise, apparel, and giveaway items to organizations.
- Würth Modyf: Workwear and corporate-image apparel arm of the Würth Group. Direct comparable on the workwear / profile clothing overlap with Company Line's Arbetskläder & Profilkläder categories.
- Toppoint: Sister entity under the New Wave Group umbrella, selling promotional merchandise and branded products. Highly comparable on product categories and B2B customer base, with shared group-level capabilities.
Regional players
- Textilia: Nordic-region textile and workwear rental/services provider. Comparable on the workwear/corporate-image clothing side of Company Line's offering, particularly for B2B uniform and PPE programs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Company Line social profiles
Digital presenceCompany Line compliance and trust
Trust signalCompliance3 records
Company Line financial estimates
Financial estimateRevenue estimate
Valuation estimate
Company Line leadership team
Management profileNumber of profiles
Company Line funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Company Line M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Company Line
What does Company Line do?
Company Line AB is a Swedish B2B e-commerce retailer that sells branded profile clothing, promotional products, workwear and personal protective equipment, office and consumable supplies, and exhibition/event materials. The company offers Print On Demand customization so customers can brand apparel and merchandise in small runs without inventory holding. Orders are taken through companyline.se with delivery handled nationwide via Schenker, supported by physical sales offices in Luleå, Stockholm, Kiruna, and Gällivare.
Is Company Line a public or private company?
Company Line is a private company. It is classified as corporate owned and is currently operating.
When was Company Line founded?
Company Line was founded in 1988. It employs 11 to 50 people.
Where is Company Line based?
Company Line is headquartered in Luleå, Sweden, in the Europe region.
How does Company Line make money?
Five revenue lines are on record. Product Sales - Profile Clothing is the primary driver. The others are product Sales - Profile Products, product Sales - Workwear and Safety, product Sales - Office and Consumables and product Sales - Event and Exhibition.
Who are Company Line's main competitors?
Broad incumbents on record are Cintas and Bunzl. Direct peers are Creasafe, Brand Addition, National Pen (YENETCH), HALO Branded Solutions, 4imprint Group, Würth Modyf and Toppoint. Textilia is listed as a regional player.
Does Company Line have an API?
No public API is recorded for Company Line.
What industry is Company Line in?
Company Line's product category is Branded Merchandise and Workwear. Its primary akta.pro industry code is CRAAAAAN, Apparel Sourcing, Buying Houses & Trading Companies. Its NAICS code is 45811 and its SIC code is 5130.