MQ Retail
MQ Marqet AB is a Swedish fashion retail chain operating ~96 stores across Sweden and an e-commerce platform, selling own brands (Stockh lm, Stockh lm Studio, Dobber) and curated external labels to consumers seeking work-to-leisure transitional clothing, with growing B2B and second-hand lines.
- Company typePrivate
- Founded1957
- HeadquartersGöteborg, Sweden
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What MQ Retail does
MQ Marqet AB is a Swedish fashion retail chain operating approximately 96 physical stores across Sweden, combined with an owned e-commerce platform (mq.se) and third-party marketplace presence on Zalando. The company targets consumers seeking clothing that transitions between work and leisure, and sells a portfolio of own brands — Stockh lm, Stockh lm Studio, and Dobber — alongside a curated selection of external labels. Headquartered in Göteborg with a production office in Shanghai and a central warehouse utilizing an Autostore automated storage solution, the company operates a 600,000+ member loyalty club and student discount programs through partnerships with Mecenat and Orbi.
Beyond core retail, MQ Marqet operates a B2B corporate clothing service (MQ Services), a second-hand clothing offering rolled out to roughly 50 stores, and RFID technology deployed across all locations in 2024 to support inventory accuracy and customer experience. The company makes money primarily through direct transactional sales — physical store retail, owned e-commerce, and Zalando marketplace sales across seven European markets — supplemented by growing B2B contract revenue and resale commissions. Reported revenue reached approximately 1 billion SEK in fiscal year 2022-2023, with management claiming 15 consecutive months of market share growth and a tripling of B2B revenue in 2023. Following the bankruptcy of its listed predecessor MQ Holding in 2020, MQ Marqet now operates as a privately held entity.
MQ Retail firmographics
Firmographics- Name
- MQ Retail
- Legal name
- MQ Marqet AB
- Website
- http://www.mq.se/
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- MQ Marqet AB is a Swedish fashion retail chain operating ~96 stores across Sweden and an e-commerce platform, selling own brands (Stockh lm, Stockh lm Studio, Dobber) and curated external labels to consumers seeking work-to-leisure transitional clothing, with growing B2B and second-hand lines.
- Ownership category
- akta.pro rank
MQ Retail industry classification
Industry- Product category
- Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)
- akta.pro secondary industry
- B2B Trade-in, Buyback & Recommerce Programs (CRAKAKAK)
Keywords
Where MQ Retail is headquartered
LocationHeadquarters
- HQ city
- Göteborg
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
MQ Retail business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales - Physical Stores: Sale of fashion garments through owned retail stores across Sweden. Stores offer women's and men's clothing including suits, shirts, dresses, skirts, and accessories, plus second-hand in selected locations.
- E-commerce Sales: Online sales through owned platform mq.se and third-party marketplace Zalando. Expansion to additional European markets through Zalando partnership.
- B2B/Corporate Sales: Corporate clothing and brand profiling services for businesses. B2B revenue tripled in 2023.
- Second-hand Sales: Pre-owned clothing sales expanded to 50 stores across Sweden by 2024. Growing segment with significant growth rates.
- Private Label Brands: Own brands including Stockh lm, Stockh lm Studio, and Dobber sold through stores and online channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Student Discount 15% |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
MQ Retail product offering
Product offeringCore offering
MQ Marqet is a Swedish fashion retailer that sells timeless and classic garments of high quality, latest fashion, and second-hand items in selected stores through approximately 96 owned retail stores across Sweden, owned e-commerce platforms (mq.se in Sweden and Finland), and the Zalando marketplace in seven European markets. The assortment combines own brands (Stockh lm, Stockh lm Studio, Dobber) with curated external labels targeting customers in the flexible work life, supported by a 600,000-member loyalty club, an RFID-enabled store experience, and a growing B2B corporate clothing service.
Product overview
MQ Marqet is a Swedish fashion retail chain offering a combination of physical stores (approximately 96 locations across Sweden) and e-commerce platforms. The company sells their own brands (Stockh lm, Stockh lm Studio, Dobber) alongside selected external brands. Their offering includes a new membership club (600,000+ members), second-hand clothing (50 stores), B2B corporate services, and online sales through their own platform and third-party marketplaces like Zalando. The company targets the flexible work lifestyle market where boundaries between work and leisure are blurring.
Differentiator
Problem solved
Functional benefit
Brands
- Dobber: Fashion brand for women and men, one of MQ's best-selling brands, acquired by MQ in 2021.
- Stockh lm Studio
- Stockh lm
- Bläck & Bondelid
Products and services
- MQ Marqet E-commerce MQ Marqet's online shopping platform offering women's and men's fashion with home delivery across Sweden and Finland.
- MQ Marqet Physical Stores
Quantifiable outcome
- Reached 1 billion SEK revenue in 2022-2023
- +3 more outcomes
Companies that use MQ Retail
Customer profileSegments2 records
Ideal customer profiles2 records
MQ Retail technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
MQ Retail partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- ZalandocoreMarketplace partnership launched autumn 2020. MQ's own brands sold on Zalando platform opening 7 new European markets. Partnership shows continued strong sales growth.
- KlarnacorePayment processing partnership for online purchases. Klarna logo displayed on website with message about payment collaboration.
- MecenatminorStudent discount partnership offering 15% discount for students. Discount applies online at mq.se and in all physical stores.
- OrbiminorStudent discount partnership offering 15% discount for students (online only at mq.se).
- Meta/FacebookminorMarketing cookie partnership for targeted advertising. Used for Facebook ad display and tracking.
Scale indicators7 records
Recent moves12 records
Expansion highlights5 records
MQ Retail competitors and assessment
Company assessmentBroad incumbents
- Inditex (Zara): Spanish global fast-fashion incumbent with integrated physical and online retail. Overlaps with MQ on women's and men's contemporary fashion, but operates at much larger scale globally.
- H&M (Hennes & Mauritz): Swedish mass-market apparel retailer and MQ's largest domestic competitor. Both target the value-conscious Nordic fashion shopper with physical stores plus integrated e-commerce, but H&M operates at vastly larger scale globally.
- Bestseller (Jack & Jones, Vero Moda): Danish multi-brand apparel group with broad Nordic and European presence across mass-market and mid-market segments. Comparable assortment architecture and regional customer base.
Regional players
- Nordiska Kompaniet (NK): Iconic Stockholm department store operator focusing on premium and luxury fashion. Competes at the higher end of the same Swedish physical-retail market MQ occupies.
Others
- Zalando SE: European fashion marketplace and MQ's core distribution partner for seven markets since 2020. Functions as a channel partner and infrastructure layer rather than a direct retail competitor.
Direct peers
- Åhléns: Swedish department store chain with a strong apparel and lifestyle assortment alongside home goods. Competes head-to-head with MQ for fashion share in Swedish high-street locations.
- KappAhl: Swedish-listed family apparel chain operating physical stores and e-commerce across the Nordics. Closest direct comparable on geography, target customer (everyday family fashion), store count and price positioning.
- Cubus (Varner): Norwegian-owned mass-market fashion chain serving the same everyday family customer across the Nordics. Competes in overlapping mall locations and similar price tiers.
- Lindex: Nordic fashion retailer with both women's and men's collections sold through stores and online. Highly comparable in segment focus, geographic footprint and omnichannel mix to MQ.
Emerging players
- Boohoo Group: Digital-native, multi-brand fashion retailer competing for the same younger, value-oriented Nordic online customer that MQ reaches via its Zalando partnership and own e-commerce.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
MQ Retail social profiles
Digital presenceMQ Retail financial estimates
Financial estimateRevenue estimate
Valuation estimate
MQ Retail leadership team
Management profileNumber of profiles
Profiles9 records
MQ Retail subsidiaries and ownership
Company hierarchySubsidiaries3 records
MQ Retail funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MQ Retail M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MQ Retail
What does MQ Retail do?
MQ Marqet is a Swedish fashion retailer that sells timeless and classic garments of high quality, latest fashion, and second-hand items in selected stores through approximately 96 owned retail stores across Sweden, owned e-commerce platforms (mq.se in Sweden and Finland), and the Zalando marketplace in seven European markets. The assortment combines own brands (Stockh lm, Stockh lm Studio, Dobber) with curated external labels targeting customers in the flexible work life, supported by a 600,000-member loyalty club, an RFID-enabled store experience, and a growing B2B corporate clothing service.
Is MQ Retail a public or private company?
MQ Retail is a private company. It is classified as unknown and is currently operating.
When was MQ Retail founded?
MQ Retail was founded in 1957. It employs 5,001 to 10,000 people.
Where is MQ Retail based?
MQ Retail is headquartered in Göteborg, Sweden, in the Europe region.
How does MQ Retail make money?
Five revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce Sales, B2B/Corporate Sales, second-hand Sales and private Label Brands.
Who are MQ Retail's main competitors?
Broad incumbents on record are Inditex (Zara), H&M (Hennes & Mauritz) and Bestseller (Jack & Jones, Vero Moda). Nordiska Kompaniet (NK) is listed as a regional player. Zalando SE is listed as an others. Direct peers are Åhléns, KappAhl, Cubus (Varner) and Lindex. Boohoo Group is listed as an emerging player.
Does MQ Retail have an API?
No public API is recorded for MQ Retail.
What industry is MQ Retail in?
MQ Retail's product category is Fashion Retail. Its primary akta.pro industry code is CRAAAAAA, Mass-Market & Lifestyle Apparel Brands, with a secondary code of CRAKAKAK, B2B Trade-in, Buyback & Recommerce Programs. Its NAICS code is 458110 and its SIC code is 5651.