Hejco

What Hejco does

Hejco, legally HejMar AB, is a Swedish workwear manufacturer and direct-to-consumer retailer founded in 1954 and headquartered in Borås, Sweden — a city historically known for textile production. The company designs, sources, and sells occupational apparel for six core verticals: healthcare, dental care, kitchen/chef, cleaning & service, spa & beauty, and animal healthcare/veterinary. Its product range spans tunics, trousers, dresses, chef jackets, aprons, polo shirts, T-shirts, outerwear, and accessories, organized into branded collections (Charade, Charade Flex, Crinkle, Easy, Lyocell, Lyocell Stretch, Motion, Timeless, Outdoor, Perfect Curve, Hejco Casual) that are differentiated by fabric, fit, and use case rather than by standalone technology. A notable specialization is the Perfect Curve line, developed for plus-size wearers with feminine and classic silhouettes, and a maternity top (Tyra) addressing a similarly underserved professional segment.

The company's underlying material technology emphasizes sustainability and durability: products are built from organic cotton, recycled polyester, and lyocell, and many SKUs carry OEKO-TEX or GOTS certifications (GOTS license 10941). A core functional differentiator is high-temperature washability — garments engineered to withstand repeated industrial laundering without losing shape or color — a critical requirement for healthcare and food-service buyers. There is no proprietary software or AI platform; the technology stack consists of a multi-country e-commerce storefront powered by E37 (Smart e-handel), with DHL Express handling cross-border fulfillment and Svea providing payment services.

Hejco operates a pure-play DTC B2B e-commerce model, selling direct to business customers (excl. VAT pricing) and contractual customers (agreed prices and assortments via shop.hejco.com) across Sweden, Denmark, Finland, the Netherlands, Germany, and a broader 25-country EU shipping footprint. Revenue is generated entirely through unit sales of workwear garments at price points ranging from roughly €10 to over €100. The company is privately held with 28 employees and no disclosed external funding, M&A activity, or public ownership signals, suggesting independent, possibly family-controlled ownership under its long operational history.

Name

Hejco

Legal name

Hejco / HejMar AB

Website

https://hejco.com

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Hejco is a Swedish workwear manufacturer and DTC retailer, founded in 1954 and headquartered in Borås, selling sustainable occupational apparel (tunics, trousers, chef wear, accessories) to healthcare, dental, kitchen, cleaning, spa, and veterinary professionals across Europe via multi-country e-commerce storefronts.

Ownership category

akta.pro rank

Product category

Workwear / Professional Apparel

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (31525)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH)

akta.pro secondary industry

Food Processing & Hygienic Workwear (Coats, Aprons, Hairnets) (CRAAALAH)

Keywords

• Professional workwear
• Healthcare uniforms
• Chef apparel
• Occupational clothing
• Sustainable workwear

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Workwear product sales: Hejco generates revenue through the direct sale of workwear products including tunics, trousers, dresses, chef jackets, and accessories to business customers and contract customers across Europe via their e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Hejco manufactures and sells professional occupational workwear including tunics, trousers, dresses, chef jackets, aprons, polo shirts, and accessories for healthcare, dental care, kitchen, spa, cleaning, and animal healthcare professionals. The company distributes directly to business customers and contractual customers across Europe through multi-language e-commerce sites, with products organized into fabric- and fit-based collections and a dedicated plus-size line (Perfect Curve).

Product overview

Hejco is a Swedish workwear company established in 1954, offering a comprehensive range of occupational apparel for professionals in healthcare, dental care, beauty, spa, cleaning, and kitchen sectors. The company operates across multiple European markets (Sweden, Denmark, Finland, Netherlands, Germany) and provides workwear through both business customer and contractual customer channels. The product portfolio includes core categories such as healthcare tunics and dresses, chef jackets and trousers, professional aprons, tops, polo shirts, and workwear accessories. Hejco organizes products into distinct collections including Charade, Charade Flex, Crinkle, Easy, Lyocell, Lyocell Stretch, Motion, Timeless, and Outdoor, each targeting specific professional needs and fabric preferences. The company emphasizes sustainable materials including organic cotton, recycled polyester, and Lyocell, with products certified to OEKO-TEX and GOTS standards. A notable product line is Perfect Curve, designed for larger sizes with feminine and classic fits. The company also offers specialized categories for veterinarians, dentists, spa and beauty professionals, healthcare workers, cleaning staff, and kitchen personnel, with features such as high-temperature washability, stretch fabrics, and functional pockets.

Differentiator

Problem solved

Functional benefit

Brands

• Charade: Workwear collection featuring professional designs for various body types.
• Charade Flex
• Crinkle
• Easy
• Lyocell
• Lyocell Stretch
• Motion
• Timeless
• Perfect Curve

Products and services

• Hejco Workwear (general professional apparel) Comprehensive line of occupational apparel for healthcare, dental, kitchen, spa, cleaning, and veterinary professionals including tunics, dresses, trousers, tops, polo shirts, chef jackets, aprons, and accessories designed for comfort, durability, and professional appearance.
• Perfect Curve Specialized workwear line designed and developed for larger sizes, creating feminine and classic garments without compromising fit, intended for professional women who have struggled to find well-fitting workwear.
• Charade Collection Workwear collection featuring designs suitable for healthcare and professional settings, with tunic and dress options in various colors and styles.
• Charade Flex Extension of the Charade collection offering enhanced flexibility and comfort for professional workwear needs.
• Crinkle Collection Workwear collection featuring crinkle fabric texture made from 100% cotton with loose fit design, including unisex trousers and tunics.
• Easy Collection Practical and comfortable workwear collection including trousers with elastic waistbands and functional pockets for healthcare and service staff.
• Lyocell Collection Sustainable workwear collection featuring lyocell fabric known for its softness and environmentally friendly production process.
• Lyocell Stretch Collection Extended Lyocell range with added stretch functionality for enhanced comfort and mobility during work.
• Timeless Collection Classic and enduring workwear designs including ladies tunics with practical features like press snap buttons and pockets.
• Motion Collection Workwear designed for active professionals requiring freedom of movement throughout their workday.
• Outdoor Collection Outdoor workwear including trousers with wind and water resistant properties, reflex details, and thermal lining for outdoor and veterinary work environments.
• Hejco Casual Workwear blending professional functionality with casual styling for versatile everyday wear.
• Kitchen Collection (Chef Jackets, Trousers, Aprons, Accessories) Complete workwear assortment for kitchen environments including chef jackets (Basil, Pavie, Quarto, Kevin, Robin, Sasha, Sandy, Ylva, Inga, Fiona), trousers (Viola, Anders, Paul, Denver, Kate, Elvira, Nelly, David), aprons (Werner, Sage, Tarragon, Aprilia, Oliver, Noor, Gordon, Jessie, Tracy, Ray), and accessories (Reese hat, Saria Hat, Kimberly Scarf, Mimas Bandana, Oregon Chefs Hat, Aris cap, Jelena Head Scarf) for professional culinary settings.
• Healthcare Tunics and Tops Professional healthcare tunics including Lee Tunic unisex, Kelly Ladies Tunic, Daisy Ladies Tunic, Juni Ladies Tunic, Kay Unisex Tunic, Julia Ladies tunic, Louisiana Ladies Tunic, Cane Unisex tunic, and Willow Unisex Tunic, designed for nurses, doctors, midwives, and care professionals.
• Healthcare Trousers Functional trousers for healthcare settings including Pixie Leggings, Mio Unisex trousers, Bluebell Unisex Trousers, Clover Unisex trousers, Austin Unisex Trousers, Monica Ladies trousers, Kody Trousers Unisex, Kari Unisex 3/4 Trousers, Drew Unisex Trousers, and Perfect Curve styles like Alyssa Ladies Trousers and Dylan Unisex Trouser.
• Contractual Customer Program B2B procurement program accessed via shop.hejco.com for contract customers with agreed prices and exclusive assortment, designed for institutional buyers such as hospitals, clinics, and large workplaces with ongoing workwear needs.

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• DHL ExpressminorOthersDHL Express is used for express delivery of Hejco products to customers across Europe. Part of Hejco's commitment to reliable and fast delivery.
• SveaminorOthersSvea provides payment solutions for Hejco's e-commerce platform, enabling flexible payment options for customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Alsico: European workwear manufacturer focused on healthcare, cleanroom, and food-industry apparel across multiple countries; highly comparable to Hejco's healthcare and chef verticals, with broader geographic and segment reach.
• Dassy Workwear: Belgian workwear brand with a broad European catalog of trousers, jackets, and accessories for trades and service workers; comparable to Hejco in mid-market positioning, multi-country DTC focus, and sustainable-material emphasis.
• Mascot International: Danish workwear manufacturer with multi-country European distribution and broad B2B catalog spanning trousers, jackets, and accessories — directly comparable to Hejco as a similar-sized Nordic specialist serving overlapping customer verticals with comparable sustainable-material positioning.
• Jobman Workwear: Swedish workwear brand specializing in functional garments for service, transport, and industrial workers in the Nordics — comparable to Hejco in target markets, geography, and price positioning, with similar B2B-led distribution.
• Fristads Kansas: Swedish workwear brand owned by Hultafors Group offering garments for industrial, service, and healthcare segments across Europe; highly comparable geography, segment mix, and product categories to Hejco.
• Blåkläder: Swedish workwear manufacturer with extensive European distribution and a focus on durable, functional garments for trades, service, and healthcare workers — a direct Nordic competitor to Hejco with overlapping product categories and customer base.

Broad incumbents

• CWS Workwear: European workwear rental and textile-services provider active across DACH and the Nordics; overlaps with Hejco's target customer base but competes through a managed-rental model rather than product ownership.
• Bardusch: European textile-services and workwear-rental provider operating across DACH and beyond; comparable to Hejco in target segments (healthcare, service, industrial) but with a rental/managed-services business model rather than DTC product sales.
• Engelbert Strauss: Large German workwear and PPE brand with pan-European distribution across trade, service, and industrial segments; overlaps with Hejco's product categories but operates at significantly larger scale and broader portfolio depth.

Regional players

• Chinook Workwear: North American workwear manufacturer with strong healthcare and food-service apparel lines; comparable in product category and vertical segmentation to Hejco but serving a different geography.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hejco

Compliance5 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 Hejco