What FabriQen does

FabriQen Group AB is a privately held Swedish corporate-branding and promotional-products company founded in 1987 and headquartered in Karlskoga, Sweden, operating under parent BrandMidway Holding Sweden AB. The company supplies custom-branded merchandise and profile products — clothing, workwear, corporate gifts, event materials, signage, vehicle wraps, and expo/exhibition materials — to enterprise and public-sector buyers across Sweden. Headcount is reported in the 11–50 range and the firm has been operating continuously for 37 years under the FabriQen brand.

The company runs a hybrid go-to-market combining a direct B2B sales force with a self-service e-commerce platform (shop.fabriqen.se) that surfaces hundreds of thousands of SKUs. Its product offering is broadened through sub-brand and supplier relationships including Papex, Only Promotion, and PF Concept, plus a "Special Design" bespoke customization service for non-catalog requirements. Newer lines such as Untagged Movement (sustainable apparel) and the Pride Collection extend the assortment into ESG- and values-oriented corporate-branding segments. ISO 9001 (quality management) and ISO 14001 (environmental management) certifications have been held continuously since 2012, functioning as procurement pre-qualifications for B2B and public-sector tenders.

FabriQen's core distribution lever is a partnership established in 1998 with publicly listed Swedish conglomerate New Wave Group, through which it participates in the New Wave Profile retail network — covering 60+ retailers in Sweden and 90+ across the Nordics. Named customers span a diversified base including industrial firms (Outokumpu, Nobel Biocare, Nordic Paper), retail and hospitality properties (Bergvik Köpcenter, Säfsen Resort), consumer brands (Celsius, Estrella), sports organisations (Degerfors IF, BIK Karlskoga), and trades/services (Mörkvikens Byggservice). The business model is order-based B2B merchandising revenue, with revenue mechanics driven by order volume, decoration services, and bespoke design work; financials are not publicly disclosed.

Name

FabriQen

Legal name

FabriQen Group AB

Website

https://fabriqen.se

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

FabriQen Group AB is a privately held Swedish corporate-branding and promotional-products company founded in 1987 in Karlskoga, supplying custom-branded apparel, workwear, gifts, signage, and event materials to enterprise and public-sector buyers across Sweden and the broader Nordics via the New Wave Profile retail network and direct B2B e-commerce.

Ownership category

akta.pro rank

Product category

Promotional Products and Corporate Branding

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Graphic Design Services (54143), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Branded Merchandise & Corporate Gifts (BPAFAMAA)

akta.pro secondary industries

Packaging & Brand Identity Creative Agencies (MPAAAAAN), Event Signage, Props & Custom Installations (HSACAOAG)

Keywords

• Promotional products
• Corporate branding
• Custom merchandise
• Profile clothing
• Branded workwear

Headquarters

HQ city

Karlskoga

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, Infrastructure

Revenue model

1. Custom/Promotional Product Sales: Sale of custom-branded promotional products including clothing, accessories, event materials, and workwear. Products are customized with client logos and branding through various printing and embroidery methods.
2. E-commerce Platform Sales: Direct sales through their web shop (shop.fabriqen.se) featuring hundreds of thousands of products across multiple categories.
3. Special Design Services: Custom design and development of unique branded merchandise collections, including mascot creation, custom color matching, and bespoke product development.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

FabriQen Group AB supplies custom-branded promotional products and corporate identity merchandise to businesses across Sweden and the Nordics. Core offerings include profile clothing, workwear, corporate gifts, event materials, signs, vehicle wraps, exhibition materials, and bespoke special-design merchandise, produced in-house using embroidery, sublimation, screen printing, 3D embroidery, and embossing techniques. The company also operates a custom-branded webstore platform (FabriQen Work) and provides logo design and layout services.

Product overview

FabriQen is a promotional products and corporate branding company offering a comprehensive portfolio of custom-branded merchandise and identity solutions. The offering consists of core service categories (Profile Clothing, Trade/Specialdesign, Corporate Gifts, Events, Design Services, Expo, Signs/Wraps, Workwear, and Sports/Wellness) supplemented by a specialized webshop platform and sub-brands. The company provides hundreds of thousands of products across categories including custom-designed merchandise (T-shirts, caps, bags, towels), display and event materials (banners, flags, roll-ups, tents, lanyards), sports and leisure items, printed materials, and office supplies. FabriQen operates as part of New Wave Profile network with over 60 Swedish retailers and 90 more across the Nordic region, leveraging ISO 9001 and 14001 certifications since 2012.

Differentiator

Problem solved

Functional benefit

Products and services

• Profile Clothing (Profilkläder) Branded corporate clothing with logos and identity prints, produced in-house using embroidery, sublimation, and screen printing methods for B2B customers.
• Special Design (Trade / Specialdesign) Fully custom-designed profile merchandise including T-shirts, caps, bags, towels, and accessories, from initial idea and sketch through digital prototyping, sample approval, and factory production.
• Corporate Gifts (Gifts / Företagsgåvor) Corporate gifts, giveaways, and gift cards for client appreciation, employee recognition, and seasonal presents, including a summer gift catalog.
• Event Solutions End-to-end branded event materials including displays, banners, flags, roll-ups, pop-ups, tents, lanyards, and furniture for events and trade shows.
• FabriQen Work Branded Webshop Custom-branded webstore platform enabling companies to manage workwear orders and profile manuals online for their employees.
• Design Services Professional logo design, layout, and illustration services to develop brand identity assets used on merchandise and marketing materials.
• Expo Materials Exhibition and trade show materials including pop-ups, banners, roll-ups, tents, and related branded expo furniture.
• Signs and Decals (Skylt) Signs, decals, window graphics, and decorative branding elements for physical locations and brand visibility.
• Vehicle Wrapping (Wrap / Bilfoliering) Vehicle wrapping, car wrapping, and stripe application services for mobile and fleet branding.
• Workwear and PPE (Work / Arbetskläder) Workwear, safety shoes, and protective equipment for professional workplaces, distributed through the FabriQen Work branded webshop.
• Sport and Wellness Merchandise Wellness programs, association merchandise, sports apparel, golf equipment, water bottles, outdoor gear, and fitness accessories for branded sports and leisure use.
• Papex Brand Products Scandinavian exhibition, paper, display, and packaging products including envelopes, folders, promotional mats, business cards, tape, signs, and printed materials.
• Only Promotion Brand Products Innovative promotional gift products including custom lanyards, keychains, and eco-friendly bamboo items under Be Creative, CreaSlip, and CreaCup product lines.
• PF Concept Brand Products Product media solutions including water bottles, bags, notebooks, pens, and sustainable promotional items with transparent supply chain.

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• New Wave GroupcoreStrategic or Co-development Partner · 1 January 1998FabriQen established a partnership with New Wave Group in 1998. New Wave Group is a Swedish publicly listed conglomerate focused on corporate profiling with a strong brand portfolio. The partnership provides FabriQen access to extensive supplier networks and product ranges while both companies collaborate to create attractive and effective corporate branding for Nordic businesses.
• New Wave ProfilecoreChannel Partner/ Reseller/ DistributorFabriQen is part of New Wave Profile - a retail chain with over 60 retailers in Sweden and additional 90 in rest of Nordic countries. This network allows FabriQen products to reach customers throughout the Nordic region through affiliated retailers.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• 4imprint Group plc: Publicly traded direct marketer of promotional products headquartered in the UK/US, with a broad catalogue and digital-led fulfilment model. Comparable to FabriQen in product category but materially larger and more digitised.
• New Wave Group: Publicly listed Swedish conglomerate focused on corporate profiling, sports, and gifts, and FabriQen's strategic partner since 1998. Operates the New Wave Profile retail chain that distributes FabriQen's products across 150+ Nordic locations, making it the most directly comparable incumbent.
• HALO: Large US-based branded merchandise and corporate gifting provider serving enterprise customers with technology-enabled ordering platforms. Overlaps with FabriQen in branded apparel, gifts, and workwear but at substantially greater scale and with deeper digital tooling.
• National Pen Co. Promotional products and writing instruments manufacturer/distributor serving SMB and enterprise customers globally. Comparable category overlap (custom-branded merchandise, gifts, printed goods) with a manufacturing-led model.

Direct peers

• PF Concept: European supplier of promotional products distributed through the New Wave Group ecosystem (already featured as a sub-brand carried by FabriQen). Directly comparable in product range and target customer base.
• Boundless Group plc: UK-based branded merchandise and promotional products company offering custom-branded apparel, gifts, and print across Europe. Closely matches FabriQen's mix of branded merchandise, design services, and corporate gifting.

Regional players

• Bodeva: Swedish promotional products and profile company serving Nordic B2B clients with branded merchandise and corporate gifts. A close Nordic regional peer competing for the same Swedish enterprise profile-clothing and gift spend.
• Image Wear AB: Swedish promotional apparel and profile clothing supplier, part of the New Wave network, directly competing with FabriQen for Nordic branded apparel and workwear contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fabriqengroup
• Instagraminstagram.com/fabriqen_group

Compliance2 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 FabriQen