Tweed

What Tweed does

Tweed – Gentlemen's Clothier is an independent menswear retailer founded in 2007 in Stockholm, Sweden, operating under the legal name "Tweed – Gentlemen's Clothier" (previously Tweed Country Sports). The company sells British-inspired menswear across outerwear, tailoring, trousers, shirts, knitwear, footwear, and accessories through two channels: a physical shop at Odengatan 98, Stockholm — a menswear trading address since at least 1918 — and a Shopify-powered e-commerce store offering worldwide shipping via DHL Express, UPS, and FedEx. Product selection is curated around long-established British makers (Baracuta, Belstaff, Drake's, Sunspel, Tricker's, Sanders, William Lockie, Gloverall, Private White V.C., Christys, Corgi, Albert Thurston, Grenfell, Harris Tweed, Lavenham, Derek Rose, and others), supplemented by an own-label tailoring range developed in collaboration with British tailor Bladen using Tweed-sourced British fabrics and archive patterns.

The business is founder-owned and bootstrapped, led by Karl Oskar Källsner as Founder and Managing Director, with a small team described as "dedicated" but undisclosed in exact headcount (range 11–50). Pricing follows a unit-pricing model in SEK with Swedish VAT for EU customers, with mix-and-match discounts and seasonal sales (20–50% off); price points span roughly $22 (socks) to over $1,400 (coats). No external funding, parent company, or subsidiary relationships are disclosed. The technology stack is standard Shopify with Klarna and PayPal payment gateways and SSL encryption — no proprietary platform features or AI/ML capabilities are evident.

The customer base consists of individual consumers — primarily men seeking durable, traditional British dress over fashion trends — distributed across Sweden, the EU, the UK, Norway, and globally. Distribution is fully omnichannel D2C: all orders are packed and shipped from the Stockholm shop, where in-person fittings, alterations, and wardrobe consultations are also offered. Marketing relies on organic editorial content (a "Facts & Stories" blog on tweed heritage) and an Instagram presence (@tweedstockholm), with no paid acquisition infrastructure or app platform. Revenue figures are not publicly disclosed.

Name

Tweed

Legal name

Tweed – Gentlemen's Clothier

Website

https://tweed.se

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Independent menswear retailer in Stockholm specializing in British-inspired clothing and an own-label tailoring range developed with British tailor Bladen. Operates a heritage shop at Odengatan 98 and a Shopify-powered e-commerce site with worldwide shipping, serving individual men seeking quality traditional menswear.

Ownership category

akta.pro rank

Product category

Menswear Retail

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industry

Luxury Menswear (CRAAAFAF)

Keywords

• Men's clothing retail
• British menswear
• Tailored suits
• Outerwear jackets
• Made-to-measure tailoring

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales: Direct-to-consumer retail sales through physical shop in Stockholm and e-commerce website. Products include tailoring, outerwear, knitwear, shirts, trousers, footwear, and accessories from British brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Tweed – Gentlemen's Clothier operates an independent menswear retail business from a shop at Odengatan 98 in Stockholm and a Shopify-based e-commerce store. The company curates and sells British-inspired menswear including outerwear, tailoring, trousers, shirts, knitwear, footwear and accessories from long-established British brands, alongside its own private-label tailoring range developed with British maker Bladen using British fabrics.

Product overview

Tweed – Gentlemen's Clothier is an independent menswear shop offering British-inspired clothing and accessories. The business began in 2007 and operates both as a traditional retail shop in Stockholm and an e-commerce platform. The product portfolio is organized across core categories including Outerwear (tweed jackets, wax cotton coats, Harrington jackets), Tailoring (suits, blazers, waistcoats developed with Bladen), Trousers (corduroys, flannels, cotton drills), Shirts (proper shirts from Drake's, Sunspel polos, Riviera shirts), Knitwear, Footwear (Tricker's, Sanders), and Accessories. The business carries long-established British brands and makers alongside its own private label tailoring developed with Bladen. Distribution includes worldwide shipping via DHL, UPS, and FedEx.

Differentiator

Problem solved

Functional benefit

Brands

• Tweed – Gentlemen's Clothier (own label): The company's own tailoring range developed in collaboration with Bladen, using British fabrics sourced by Tweed, following principles of proportion, longevity and ease of wear.

Products and services

• Outerwear

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

22 partnerships are on record, tiered core and minor.

• BladencoreStrategic or Co-development PartnerCollaborative development of own tailoring range. Tweed develops garments to their own specification using Bladen's archive of patterns and British cutting/tailoring methods. British fabrics sourced by Tweed. This is a key differentiator for the company with proprietary products developed through this partnership.
• Albert ThurstonminorOthersBritish brand specializing in braces, carried as part of the curated selection of accessories
• BaracutaminorOthersBritish outerwear brand known for G9 Harrington jacket and G18 blouson, carried as part of the outerwear selection
• Black Horse LaneminorOthersBritish denim brand, carried for jeans selection
• BelstaffminorOthersBritish outerwear brand, carried for wax jackets and motorcycle gear
• ChristysminorOthersBritish hat maker, carried for hats and accessories. Collaboration on Tweed-branded fur felt trilby hats.
• ChrysalisminorOthersBritish brand for shooting wear and tweed waistcoats, carried for country clothing
• CorgiminorOthersBritish hosiery specialist, carried for socks and underwear
• Derek RoseminorOthersBritish sleepwear and loungewear brand, carried for pyjamas and dressing gowns
• Drake'sminorOthersBritish brand for shirts, ties, and accessories, featured prominently in shirt collections
• GloverallminorOthersBritish outerwear brand famous for the Monty Duffle coat, Harris Tweed coats, and collaborations with Tweed on parka and varsity jackets
• GrenfellminorOthersBritish heritage brand for outerwear including raincoats and trench coats
• Harris TweedminorOthersAuthentic Scottish tweed fabric/brand, carried for tweed garments
• LavenhamminorOthersBritish brand for quilted jackets and country clothing
• Lawrence & FosterminorOthersBritish brand carried for knitwear selection
• Private White V.C.minorOthersBritish outerwear brand made in Manchester, carried for Ventile macs and flight jackets
• SandersminorOthersBritish shoe brand, carried for brogues, chukka boots, and loafers
• SunspelminorOthersBritish luxury cotton brand for polos, t-shirts, Riviera shirts, and underwear. Featured prominently in collections.
• Tricker'sminorOthersBritish Northampton shoe brand, carried for country boots and oxfords
• William LockieminorOthersBritish knitwear brand carried for lambswool and Shetland knitwear
• DHL ExpressminorOthersPrimary international shipping carrier for orders outside EU, providing traceable delivery with signature required
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the online store. Also provides secure payment processing infrastructure.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Drake's: London-based heritage menswear brand producing shirts, ties, knitwear, and accessories, with own retail stores. Comparable to Tweed as both a brand within Tweed's assortment and an operator of curated menswear retail, partially overlapping on assortment and customer.

Direct peers

• Stuarts London: London-based heritage menswear retailer carrying British-made clothing, footwear, and accessories online and at its physical store. Comparable to Tweed as a UK-rooted specialty menswear retailer serving classic menswear customers worldwide.
• The Armoury: Specialty menswear boutique with stores in New York and Hong Kong focused on classic and tailored menswear from heritage makers. Comparable to Tweed as a destination menswear retailer curating artisanal brands and offering personal styling service.
• END. (End Clothing): UK-based online menswear retailer offering curated premium and contemporary menswear with global shipping. Comparable to Tweed in the British heritage menswear e-commerce niche, though larger in scale and assortment breadth.
• Hostler & Burrows: Online menswear retailer curating heritage menswear brands with editorial features and personal sales service. Comparable to Tweed as a digitally-led boutique serving classic menswear enthusiasts with hard-to-find heritage labels.
• Bryceland's Co. Tokyo-based menswear specialty store focused on classic American and British tailoring and sportswear. Comparable to Tweed as a small, owner-operated menswear boutique serving enthusiasts of heritage menswear worldwide.
• Anglo-Italian: London-based menswear boutique carrying heritage tailoring, outerwear, and shoes from British and Italian makers. Comparable to Tweed as a small specialty menswear store built on curation of prestige heritage brands with personal service.
• No Man Walks Alone: Online menswear retailer curating heritage and artisanal menswear brands with editorial content and personal service. Comparable to Tweed's combination of e-commerce reach, curated multi-brand assortment, and editorial storytelling around classic menswear.

Broad incumbents

• Todd Snyder: American menswear brand and retailer offering classic American menswear across stores and online, with collaborations with heritage makers. Comparable to Tweed in menswear focus and brand-building through curation, but operating at larger scale and broader assortment.
• Mr Porter: Global luxury menswear e-commerce platform operated by the Net-a-Porter Group, carrying hundreds of premium and designer menswear brands. Comparable to Tweed in menswear e-commerce and brand curation, but at vastly greater scale and assortment breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tweedstockholm
• Xx.com/TweedStockholm
• Facebookfacebook.com/TweedStockholm

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 Tweed