What Damernas Värld does

Damernas Värld is a Swedish women's lifestyle magazine and digital publication operated by Expressen AB, a subsidiary of Bonnier News (part of the Bonnier Group). Based in Stockholm, Sweden, the publication serves a domestic audience of Swedish women readers with editorial content across fashion, beauty, astrology, celebrity interviews, culture, and lifestyle. The product surface is anchored by a main website (damernasvarld.expressen.se) and includes branded sub-sections: Astrobloggen (weekly horoscopes by astrologer Margareta Hedin), Bäst i test (consumer-panel beauty product reviews), Guldknappen (annual fashion and beauty award), DV-novellen (an original novella published each issue in partnership with Novellix and rotating authors such as Tove Alsterdal and Sara Stridsberg), and a network of editorial blogs (Isabella Löwengrip, Hannah Graaf, Caroline Blomst, Minmelanin, Vimmelmamman, Monika Kichau). The organization is small, with approximately 7 employees disclosed.

The business model is a consumer subscription magazine with digital access, marketed via the Expressen/Bonnier News subscription funnel. The current entry offer is 199 kr for 5 issues, with digital reading available through an external platform (emagasin.arcy.se). The publication operates within Bonnier News's shared infrastructure — unified login (id.bonniernews.se), shared customer service ([email protected]), cross-promotion across sister lifestyle brands (Allt om Mat, amelia, Leva & bo, mama, Sköna hem, Teknikens Värld), and bundle hooks (e.g., Expressen +Allt). Revenue is supplemented by advertising against fashion/beauty content and brand events tied to Guldknappen. Distribution is Sweden-only, with no disclosed international expansion. The publication was modernized under editor-in-chief Susanne Ljung in 1997–2001, and Astrobloggen has been archived since April 2014.

Name

Damernas Värld

Legal name

Expressen AB

Website

https://damernasvarld.expressen.se

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Damernas Värld is a Swedish women's lifestyle magazine and digital site operated by Expressen AB under Bonnier News, serving Swedish women readers with fashion, beauty, horoscope, and culture content via subscription.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Pricing tiers

Distribution channels2 records

Marketing channels1 record

Core offering

Damernas Värld is a Swedish women's lifestyle magazine and digital publication operated by Expressen AB under Bonnier News, producing editorial content in Swedish on fashion, beauty, horoscopes, celebrity interviews, wellness, and culture. It sells consumer subscriptions (campaign offer of 199 kr observed) that include access to the website, regular magazine issues, an original novella (DV-novellen) in each issue, and the digital magazine via emagasin.arcy.se. The brand operates several sub-properties including Astrobloggen (weekly horoscopes), Bäst i test (beauty product reviews), Guldknappen (annual fashion/beauty award), and contributor blogs.

Product overview

Damernas Värld is a Swedish women's lifestyle magazine and digital platform published by Expressen/Bonnier News. The offering consists of a main magazine website covering fashion, beauty, culture, and celebrity content, complemented by several branded sub-sections: Astrobloggen (weekly horoscopes and astrology), Bäst i test (beauty product reviews), Guldknappen (annual award), and various editorial blogs. The platform operates as a content and subscription-based media brand.

Differentiator

Problem solved

Functional benefit

Brands

• Astrobloggen: Astrology blog featuring weekly horoscopes and astrological content by Damernas Världs astrolog Margareta Hedin
• Bäst i test
• Guldknappen
• DV-novellen

Products and services

• Damernas Värld magazine and digital subscription A paid subscription product for Swedish women readers covering fashion, beauty, horoscopes, celebrity interviews, culture, and lifestyle content, including print magazine, website access, and a novella with each issue.
• Astrobloggen (weekly horoscopes) Editorial astrology content section providing weekly horoscopes for all zodiac signs, annual horoscopes, and astrology education by staff astrologer Margareta Hedin, distributed as part of the Damernas Värld subscription.
• Bäst i test (beauty product reviews) Beauty product testing section providing expert and consumer-panel reviews of cosmetics and skincare products (bronzers, lipsticks, primers, moisturizers, mascaras, sunscreens, hair care), distributed as part of the Damernas Värld subscription.
• Digital magazine reading (emagasin.arcy.se) Digital reading access to the Damernas Värld magazine through the external emagasin.arcy.se platform, bundled with the print subscription.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights4 records

Direct peers

• Allt om Mat: Sister publication under Expressen/Bonnier News focused on food and lifestyle, sharing the same parent subscription platform and digital infrastructure. Operates in the same Swedish lifestyle magazine vertical.
• amelia: Sister lifestyle magazine under Expressen/Bonnier News targeting Swedish women, covering similar lifestyle, fashion, and culture verticals. Competes for the same reader demographic and parent-group subscription bundle.
• mama: Sister publication under Expressen/Bonnier News targeting Swedish mothers and family lifestyle. Adjacent Swedish women's lifestyle content brand sharing the same parent ecosystem.
• Sköna hem: Sister Swedish lifestyle magazine under Expressen/Bonnier News covering interior design and home living. Shares parent distribution, subscription bundling, and target reader demographic.
• Vogue Scandinavia: Premium fashion and lifestyle magazine serving Swedish and Nordic women, competing directly with Damernas Värld for fashion-conscious readers and beauty advertising spend in the same geography.
• MåBra: Swedish women's lifestyle and wellness magazine covering health, beauty, and lifestyle topics. Competes directly with Damernas Värld for Swedish women readers across beauty and wellness verticals.
• Plaza (Swedish magazine): Swedish women's magazine covering fashion, beauty, and lifestyle content. Directly comparable publication targeting similar Swedish female demographics with overlapping editorial verticals.
• Elle (Sweden): Global women's fashion and lifestyle magazine edition for Sweden, directly competing with Damernas Värld for the same fashion, beauty, and celebrity content audience in the Swedish market.
• Femina: Swedish women's lifestyle magazine publishing content across fashion, beauty, celebrities, and culture. Comparable in target audience, content mix, and subscription model to Damernas Värld.

Broad incumbents

• Allers (Sweden): Long-established Swedish family magazine covering lifestyle, celebrity, and entertainment content. Overlaps with Damernas Värld's women-focused lifestyle coverage at a broader mass-market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/damernas-v%C3%A4rld

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 Damernas Värld