Sjölin

What Sjölin does

Sjölin A/S is a privately held Danish menswear company headquartered in Aarhus (Park Alle 1, 8000 Aarhus C) that designs, produces, and sells custom-tailored suits, tuxedos, shirts, and accessories. The core offering is a made-to-measure service in which customers book an in-store appointment for body measurement and design consultation, configure their garment through the Sjölin Designer online tool, and receive hand-sewn products from European production within 4–6 weeks, with entry pricing at 2,999 DKK for a custom suit. The company operates 15+ owned retail locations spanning all three major Danish regions — Jutland (8 stores), Zealand (6), and Funen (1) — alongside a direct-to-consumer e-commerce site and a franchise program, and targets Danish men seeking formal and business attire, fashion-forward buyers looking for distinctive fabrics and colors, and corporate clients through its Erhvervsaftaler (B2B accounts) channel.

The business model is primarily transactional one-time sales of bespoke garments, complemented by ready-to-wear suits under the SuitsYou sub-brand (priced 2,495–4,495 DKK with 1–3 day delivery), accessory and leather goods revenue (shoes, belts, ties, cufflinks, scarves), in-store alteration services, and gift cards in 500–5,000 DKK denominations. Distribution is omnichannel, anchored in physical retail for the custom line (where measurement and fitting occur) and supplemented by online ordering with an in-store alterations discount. Marketing leans on organic social (Facebook, Instagram, YouTube), an SEO-driven Journal and Lookbook content hub, an ambassador program, and a no-commitment online booking funnel that converts visitors into one-hour in-store consultations.

No proprietary technology platform, AI/ML systems, external funding rounds, or material acquisitions are disclosed. The company's differentiation rests on craftsmanship, a 50+ fabric library, nationwide physical access, dual-brand price segmentation, and a customer reputation of 4.8/5 across 900+ reviews.

Name

Sjölin

Legal name

Sjölin A/S

Website

https://sjolin.dk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Sjölin A/S is a Danish menswear company that designs and sells custom-tailored suits, tuxedos, shirts, and accessories through 15+ retail stores across Denmark and an e-commerce platform, serving Danish consumers and corporate clients.

Ownership category

akta.pro rank

Product category

Tailored Menswear

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL)

akta.pro secondary industries

Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE), Men’s Styling & Tailoring Coordination (HSACAJAG), Gloves & Mittens (CRAAAJAG)

Keywords

• Custom tailored suits
• Made-to-measure menswear
• Ready-to-wear suits
• Men's formal wear
• Tailored clothing

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Custom-made tailored suits and garments: Sjölin's primary revenue stream is custom-made suits and garments sold through their physical stores and online shop. Customers select fabrics, provide body measurements via in-store appointment, and receive hand-sewn garments in 4-6 weeks. The product range includes suits, tuxedos/smokings, shirts, blazers, trousers, and accessories. Pricing starts at 2,999 DKK for a basic custom suit.
2. Ready-to-wear SuitsYou collection: The SuitsYou sub-brand offers off-the-rack suits and accessories with 2-5 day delivery. This collection includes suits, shirts, trousers, knitwear, shoes, and accessories at various price points. Prices range from approximately 2,495 DKK to 4,495 DKK for suits. This stream provides a lower-friction entry point for new customers who can then upgrade to full tailoring services.
3. Gift cards: Sjölin sells gift cards (gavekort) in denominations of 500, 1,000, 2,000, 3,000, and 5,000 DKK. Gift cards drive both new customer acquisition and additional revenue from existing customers.
4. Alteration services: The company offers garment alteration and tailoring adjustment services at their physical stores, including half-price alterations on online purchases compared to external tailors.
5. Accessories and leather goods: Revenue is also generated from complementary accessories including shoes, belts, gloves, ties, bow ties, silk scarves, cufflinks, tie pins, pocket squares, socks, and underwear.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Sjölin designs, manufactures, and sells custom-tailored men's suits, tuxedos, shirts, and accessories through 15+ retail stores across Denmark and an e-commerce platform. Customers book in-store appointments for measurements, choose from 50+ fabrics via the Sjölin Designer configurator, and receive hand-sewn garments produced in Europe within 4-6 weeks. The SuitsYou sub-brand offers ready-to-wear suits and accessories with 1-3 day delivery, and the company sells complementary leather goods, ties, cufflinks, gift cards, and alteration services.

Product overview

Sjölin is a Danish menswear company offering custom-tailored suits (skræddersyede jakkesæt) and formal wear. The core product is the made-to-measure suit service where customers book an appointment for measurement, design their suit through a configurator, and receive hand-sewn garments within 4-6 weeks. The product portfolio includes various suit types: classic suits, wedding suits, summer suits (including linen hørjakkesæt), wool suits (uldjakkesæt), double-breasted suits (dobbeltradet), pin-striped suits (nålestribede), and tuxedos/smokings. Additionally, Sjölin offers custom-tailored shirts, leather accessories (shoes, belts, gloves), ties, bow ties, silk scarves, cufflinks, and underwear. The company also operates the SuitsYou sub-brand for ready-to-wear suits with faster 1-3 day delivery, sold through both the Sjölin website and SuitsYou-branded stores. Products are hand-sewn in Europe with a focus on sustainability and quality.

Differentiator

Problem solved

Functional benefit

Brands

• SuitsYou: A sub-brand offering ready-to-wear menswear including suits, shirts, trousers, knitwear, shoes, and accessories, with faster 1-3 day delivery compared to the custom tailored Sjölin line.

Quantifiable outcome

• 4.8 out of 5 average customer rating from over 900 reviews
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Suitsupply: Dutch made-to-measure and ready-to-wear menswear brand operating physical stores globally with an in-house customization model. Closest comparable peer: similar dual custom/off-rack strategy, comparable price points, and store-based fitting experience.
• Tailor Store: Swedish online custom tailor offering made-to-measure shirts and suits with remote body scanning and home delivery. Nordic peer with overlapping customer base and digital-first approach to custom tailoring.
• Tom James: US-based custom tailor specializing in B2B corporate wardrobe programs and personal bespoke services. Closest comparable for Sjölin's 'Erhvervsaftaler' corporate accounts segment.
• Lanieri: Italian online custom tailoring brand for men, offering made-to-measure suits and shirts with home try-on options. Comparable on custom suiting product positioning and Italian/European hand-tailored heritage.
• Hockerty: Online custom menswear brand (Spain/Switzerland) producing made-to-measure suits, shirts, and accessories with a fully digital ordering flow. Comparable on custom suiting product and fabric-breadth differentiation.
• Indochino: North American made-to-measure suit brand with showrooms for measurements and online configurator for ordering. Directly comparable on custom suit product, configurator-driven journey, and showroom-measurement hybrid model.

Broad incumbents

• Hugo Boss: Global premium menswear brand with broad suits, formalwear, and casualwear assortments across extensive retail and wholesale channels. Comparable on premium menswear positioning and custom/bespoke services at the high end, though spanning a much wider portfolio than Sjölin's focused custom-suit niche.
• Brooks Brothers: American heritage menswear brand offering suits, formalwear, and tailored clothing with both ready-to-wear and custom programs. Comparable on classic tailored suiting assortment and broad menswear positioning, though a much larger established incumbent.

Emerging players

• Oliver Wicks: UK-based online custom suit brand offering made-to-measure tailoring with a digital measurement process. Comparable on custom suiting product and mid-premium positioning, though fully digital rather than store-based.
• Alton Lane: US-based custom menswear brand with showrooms for fittings and made-to-measure suits, shirts, and trousers. Comparable on the physical-showroom-plus-custom-suit model, though focused on a different geography.

Market position

Weaknesses3 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sjolindenmark2885
• Facebookfacebook.com/sjolindenmark
• Instagraminstagram.com/sjolinsuits
• Xx.com/SuitsYouSjolin
• LinkedInlinkedin.com/company/suitsyoubysjolin

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 Sjölin