Isbjörn of Sweden

What Isbjörn of Sweden does

Isbjörn of Sweden is a Stockholm-based, privately held apparel company founded in 2005 that designs, markets, and sells high-performance outdoor clothing for children from infants through teenagers. Its product portfolio spans shell jackets, snowsuits, overalls, pants, base layers, fleece, accessories, and sun/UV wear, organized into Baby, Kids, and Teens ranges, alongside a bundled preschool/kita institutional offering and a Reexplore second-hand resale program. The technical foundation is built on licensed component technologies rather than in-house R&D: PrimaLoft Gold and Black insulation (with 80% recycled content), 2-layer/3-layer membranes delivering 15,000mm water column waterproofing and 15,000g/m²/24h breathability, BIONIC-Finish Eco PFAS-free water repellency, Nylon Tactel and Oxford Nylon Full Dull reinforcements, and grow-to-fit cuffs that extend sleeve/leg length by approximately 3cm. Sustainability credentials are validated through bluesign, OEKO-TEX Class 100, RWS, and FSC certifications, forming a core part of the brand's positioning.

The business operates a direct-to-consumer e-commerce model across 19 European countries with localized pricing in SEK, EUR, DKK, and NOK, complemented by physical retailer networks in Sweden, Norway, Denmark, Germany, and other markets; the US is explicitly excluded due to tax and customs constraints. Revenue is generated almost entirely through one-time unit sales of garments, accessories, and third-party care consumables (OrganoTex, NIKVAX, TEAR AID, Guppyfriend), with prices ranging from roughly 200 SEK for accessories to 2,400 SEK for premium winter jackets and 3,000+ SEK for full package bundles. Marketing relies on the e-commerce storefront, educational content/guides, seasonal campaigns, a 15%-off newsletter incentive, and Trustpilot social proof. The company is privately held with no disclosed investors, no funding rounds, and a reported headcount of approximately 6 employees, making it a micro-SME with international reach rather than a venture-backed scale business.

Name

Isbjörn of Sweden

Website

https://isbjornofsweden.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Isbjörn of Sweden is a Stockholm-based private brand founded in 2005 that designs and sells high-performance, sustainably certified outdoor clothing and accessories for children from infants to teens across 19 European countries, primarily via direct-to-consumer e-commerce with growing physical retail and institutional channels.

Ownership category

akta.pro rank

Product category

Children's Outdoor Apparel

NAICS

Apparel Manufacturing (315), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Outerwear & Snowsuits (Children) (CRAAAHAF)

akta.pro secondary industries

Toddler Apparel (2T–5T) (CRAAAHAB), Underwear & Socks (Children) (CRAAAHAI), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Children's outerwear
• Kids winter jackets
• Waterproof kids apparel
• Sustainable outerwear
• Baby snowsuits

Headquarters

HQ city

Sweden

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Apparel Sales: Primary revenue stream from direct sales of children's outdoor clothing and accessories through the company's e-commerce platform. Products include shells, winter jackets, insulated jackets, fleece, base layers, accessories, and care products. Prices range from approximately 100 kr for accessories to 3,000+ kr for complete package deals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Isbjörn of Sweden designs, manufactures, and sells outdoor apparel and accessories for children, babies, and teenagers, including hardshell jackets, winter jackets, snowsuits, pants, fleece, base layers, and sun/UV wear. The brand also sells care and repair products for outdoor textiles and operates a pre-owned clothing program called Reexplore (Second Hand).

Product overview

Isbjörn of Sweden is a Swedish outdoor clothing brand specializing in high-performance garments for children and teenagers from babies (0+) through teens (up to 11-12 years). The product portfolio is organized into core categories including Shell Jackets (waterproof/breathable with up to 15,000mm water column), Overalls & Snowsuits, Pants, Fleece & Wool mid-layers, Base Layers (bamboo, merino wool, and synthetic), Accessories (hats, gloves, mittens, neck warmers), and Sun & UV Clothing. The company also offers a Second Hand (Reexplore) program for circular economy. Supporting products include third-party clothing care brands: OrganoTex (wash-in and spray-on waterproofing treatments), TEAR AID (repair patches), and NIKVAX (wool wash). Key technologies across products include PrimaLoft insulation, BIONIC Finish Eco water repellant treatment, bluesign-certified materials, and membrane fabrics. Products feature grow-to-fit cuffs extending sleeve/leg length by 3cm for multi-season use.

Differentiator

Problem solved

Functional benefit

Products and services

• Shell Jackets Hardshell waterproof outerwear jackets for children and teenagers, designed for harsh weather conditions.
• Winter Jackets Insulated winter jackets for kids and teenagers, designed for cold Scandinavian and Nordic climates.
• Overalls and Snowsuits One-piece snowsuits and overalls for babies and young children, providing full-body protection against snow and cold.
• Pants Winter and outdoor pants for children and teenagers, including waterproof and insulated styles.
• Base Layers Thermal underwear and base layer sets (e.g., merino wool sets) worn underneath outerwear.
• Fleece and Wool Mid-layer fleece and wool garments (jackets, jumpsuits, sweaters) for warmth and layering.
• Accessories Caps, beanies, neck warmers, mittens, and gloves for children and babies.
• Sun and UV Clothing UPF-rated sun protection clothing for children designed for warm-weather and water activities.
• Baby Collection Outdoor clothing and accessories designed specifically for babies, including jumpsuits, caps, and winter gloves.
• Care and Repair Products Textile wash, spray-on waterproofing, wool wash, and tear repair kits (OrganoTex, NIKVAX, TEAR AID) for maintaining outdoor garments.
• Package Deal: Preschool Kit Pre-bundled assortment of Isbjörn outerwear and accessories aimed at preschool-age children, sold as a single package.
• Second Hand (Reexplore) Pre-owned Isbjörn outerwear resale program allowing customers to buy and resell gently used branded apparel.

Quantifiable outcome

• Garments withstand at least 9,000 abrasion cycles for jackets and 22,000 cycles for reinforced areas on overalls and trousers
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• PrimaLoftcoreTechnology or IntegrationPrimaLoft is a key technology partner providing PrimaLoft Gold insulation padding (80% recycled polyester) across Isbjörn's winter jackets, snowsuits, and accessories. PrimaLoft insulation provides high warmth-to-weight ratio comparable to down, with moisture management capabilities and tested performance down to -30°C.
• bluesigncoreTechnology or Integrationbluesign is a certification partner for Isbjörn of Sweden. All Isbjörn materials carrying the bluesign certification ensure responsible resource management, safe working conditions, and minimal environmental impact throughout the manufacturing process.
• BIONIC-Finish Eco / Rudolf GroupcoreTechnology or IntegrationBIONIC-Finish Eco is the fluorocarbon-free water repellant treatment technology licensed and used across Isbjörn's shell garments and outerwear. It provides durable water repellency without the use of PFAS chemicals, supporting the brand's sustainability positioning.
• Nylon Tactel (DuPont)coreTechnology or IntegrationIsbjörn uses Nylon Tactel as the primary outer material across its shell jackets and hardshell products. Tactel offers exceptional tear and wear strength — 2 to 3 times more durable than regular polyester — enabling daily-use durability while maintaining lightweight performance.
• FSC (Forest Stewardship Council)minorOthersFSC certification for bamboo crops used in Isbjörn's HUSKY Baby Cap. Bamboo used in the product is FSC-certified, supporting sustainable forest industry practices.
• RWS (Responsible Wool Standard)minorOthersRWS certification for merino wool used in the HUSKY Baby Cap. The RWS certification ensures the welfare of sheep and the land they graze on, and confirms that only Mulesing-free merino wool is used.
• OEKO-TEXminorOthersOEKO-TEX Class 100 certification for Isbjörn's bamboo-based base layer products (POLARBEAR SET), ensuring the highest safety standards for children's skin with no harmful substances in the finished textiles.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Didriksons: Swedish outdoor brand with a substantial kids line (shell suits, winter wear, rain gear). Comparable in Nordic origin, sustainability credentials, technical features (BIONIC Finish Eco, recycled materials), and pan-European DTC presence.
• Reima: Finnish children's outdoor apparel specialist founded 1944, offering shells, insulated wear, and base layers across Europe. Most direct comparable: similar Nordic heritage, premium positioning, multi-channel DTC + wholesale distribution, and overlapping parent demographic.
• Tuffo: Dutch children's outerwear brand specializing in snowsuits, rainwear, and winter overalls sold across European markets. Comparable in size, category focus (children's outdoor outerwear), and multi-country wholesale + DTC presence.
• Polarn O. Pyret: Swedish children's apparel chain specializing in durable everyday wear from baby to teen, with sustainability positioning. Comparable multi-age range, Nordic heritage, DTC + retail network across Europe, and focus on garments that last.
• LEGO Wear: Danish children's outerwear brand co-developed with LEGO, marketed across Northern Europe. Comparable in target demographic (kids 0–12), outerwear and rainwear category, and European retail/wholesale distribution.
• Kuling: Swedish children's outdoor brand offering shells, snowsuits, and winter wear with a sustainability story (recycled materials, bluesign). Highly comparable in niche, customer demographic, and Nordic DTC positioning.

Broad incumbents

• Houdini Sportswear: Swedish outdoor brand with strong sustainability credentials and a children's line. Comparable in Swedish origin, circular-economy and bluesign positioning, and premium technical apparel category, though adult-focused as primary.
• Helly Hansen: Norwegian outdoor giant with a kids line featuring shells and insulated wear (Helly Hansen Kids). Comparable in technical outerwear category and pan-European distribution, though the kids range is one of many product lines.
• Fjällräven: Swedish heritage outdoor brand with a kids line (expedition down, kids' Greenland jacket, base layers). Comparable in Nordic sustainability positioning and technical outdoor category, though broader portfolio includes adult apparel and packs.

Emerging players

• Hatley: Canadian children's apparel brand with rainwear and outerwear. Comparable in playful kidswear category and DTC/wholesale mix, though Hatley focuses more on lifestyle prints than technical performance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/isbj%C3%B6rn-of-sweden

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 Isbjörn of Sweden