MQ Retail

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.

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

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

• Fashion retail
• Clothing retail
• Own-brand apparel
• Secondhand clothing
• Corporate clothing

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. E-commerce Sales: Online sales through owned platform mq.se and third-party marketplace Zalando. Expansion to additional European markets through Zalando partnership.
3. B2B/Corporate Sales: Corporate clothing and brand profiling services for businesses. B2B revenue tripled in 2023.
4. Second-hand Sales: Pre-owned clothing sales expanded to 50 stores across Sweden by 2024. Growing segment with significant growth rates.
5. Private Label Brands: Own brands including Stockh lm, Stockh lm Studio, and Dobber sold through stores and online channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ZalandocoreChannel Partner/ Reseller/ Distributor · 1 January 2020Marketplace partnership launched autumn 2020. MQ's own brands sold on Zalando platform opening 7 new European markets. Partnership shows continued strong sales growth.
• KlarnacoreTechnology or IntegrationPayment processing partnership for online purchases. Klarna logo displayed on website with message about payment collaboration.
• MecenatminorGTM or Marketing PartnerStudent discount partnership offering 15% discount for students. Discount applies online at mq.se and in all physical stores.
• OrbiminorGTM or Marketing PartnerStudent discount partnership offering 15% discount for students (online only at mq.se).
• Meta/FacebookminorGTM or Marketing PartnerMarketing cookie partnership for targeted advertising. Used for Facebook ad display and tracking.

Scale indicators7 records

Recent moves12 records

Expansion highlights5 records

Broad 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

• Facebookfacebook.com/mqmarqet
• LinkedInlinkedin.com/company/mq-marqet-ab
• Instagraminstagram.com/mqmarqet

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MQ Retail