eCom Teams

What eCom Teams does

eCom Teams is a Swedish e-commerce operating entity wholly owned by Footway OaaS AB, structured as a multi-brand holding company for fashion and sports retail. The company operates nine consumer-facing D2C brands across footwear (Heppo, Barnskospecialisten), sports (Sportamore, Solestory, BLACC), apparel (Caliroots, Stayhard), and fashion (Fenix.fashion, Brandosa), each maintained as an independent e-commerce storefront. eCom Teams' own website functions as a portfolio landing page that routes visitors to each retained brand's own site.

The business model is consumer e-commerce — selling footwear, apparel, sporting goods, and fashion items directly to end consumers online through the nine brand storefronts. The company does not appear to operate a unified marketplace or shared technology platform; instead, each brand maintains its own URL and presumably its own merchandising, pricing, and fulfillment. Customer segments are horizontal — fashion consumers and sports consumers — without identified enterprise or B2B channels. Pricing details are not publicly disclosed.

Technically, the evidence is thin: the eCom Teams portal is built on Squarespace CDN assets, and no proprietary technology, platform, AI capabilities, or integrations are disclosed. No revenue, headcount breakdown, management team, or funding history is available in the source material. The company employs 11–50 people, is headquartered in Kista, Sweden, and has been operating since 2010 under the Footway OaaS AB ownership structure.

Name

eCom Teams

Legal name

Footway OaaS AB

Website

https://ecomteams.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

eCom Teams is a Swedish e-commerce holding entity wholly owned by Footway OaaS AB, operating nine D2C fashion, footwear, sports, and apparel brand storefronts serving Nordic consumers.

Ownership category

akta.pro rank

Product category

Online Fashion and Sports Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Online fashion retail
• Sports apparel e-commerce
• Footwear online store
• Multi-brand e-commerce
• Direct-to-consumer retail

Headquarters

HQ city

Kista

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Distribution channels1 record

Core offering

eCom Teams operates a portfolio of e-commerce brands selling fashion, footwear, and sports apparel directly to consumers through dedicated online storefronts. The business is split into two divisions — Fashion and Sports — with brands including Fenix.fashion, Brandosa, Heppo, Barnskospecialisten, Sportamore, Solestory, BLACC, Caliroots, and Stayhard. The company sells its own portfolio of branded goods to individual consumers across Nordic and European markets.

Product overview

eCom Teams is a Swedish e-commerce retail company owned by Footway OaaS AB, structured into two main divisions: Fashion and Sports. The Fashion division includes footwear brands (Heppo, Barnskospecialisten), fashion brands (Brandosa, Fenix.fashion), and apparel brands (Caliroots, Stayhard). The Sports division encompasses Sportamore, Solestory, and BLACC. Together, these brands form a multi-brand e-commerce platform operating across footwear, apparel, and sporting goods categories.

Differentiator

Problem solved

Functional benefit

Brands

• Fenix: Fashion brand
• Heppo
• Barnskospecialisten
• Sportamore
• Solestory
• BLACC
• Caliroots
• Stayhard
• Brandosa

Products and services

• Fenix.fashion Fashion brand operating as part of eCom Teams' Fashion division, selling fashion products to consumers online.
• Brandosa Fashion and footwear brand featured under the eCom Teams umbrella, selling fashion products to consumers online.
• Heppo Footwear brand specializing in shoes, operated as part of eCom Teams, selling footwear to consumers online.
• Barnskospecialisten Children's footwear specialist brand under eCom Teams, selling children's shoes to consumers online.
• Sportamore Sports retail brand operating under the eCom Teams Sports division, selling sports apparel and equipment to consumers online.
• Solestory Sports footwear brand operating under the eCom Teams Sports division, selling sports footwear to consumers online.
• BLACC Sports brand operating under the eCom Teams Sports division, selling sports products to consumers online.
• Caliroots Apparel brand operated as part of the eCom Teams portfolio, selling apparel to consumers online.
• Stayhard Apparel brand operating under the eCom Teams umbrella, selling apparel to consumers online.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• XXL ASA: Leading Nordic sports retailer with both physical stores and e-commerce operations, directly comparable to eCom Teams' Sports division (Sportamore, Solestory, BLACC) in target customer and product mix.
• Footway AB: Original Footway online footwear brand and predecessor entity to Footway OaaS AB; directly comparable in product focus (footwear e-commerce) and is part of the same corporate family as eCom Teams.
• NA-KD: Swedish-founded online fashion retailer targeting the same Nordic millennial/Gen-Z consumer as eCom Teams' Caliroots and Stayhard brands, with a comparable vertical fashion e-commerce model.
• Spartoo SA: European online footwear and fashion retailer operating across multiple European countries, directly comparable to eCom Teams' footwear-focused brands (Heppo, Barnskospecialisten, Solestory).
• Boozt AB: Nordic multi-brand online fashion and sports retailer operating the Boozt.com platform across the Nordics, with a comparable multi-category e-commerce model and similar customer base to eCom Teams' portfolio.

Regional players

• Lyko Group AB: Swedish e-commerce specialist (beauty/hair), operating a similar D2C online retail model from Sweden with multi-brand portfolio structure — comparable in operational model and Nordic digital retail DNA even though category differs.

Broad incumbents

• Zalando SE: Europe's largest online fashion and lifestyle platform, operating across multiple brands and categories including sports and footwear — a broad incumbent that competes head-on with eCom Teams' brand portfolio for the same Nordic and European customer.
• H&M Group: Swedish-headquartered global fashion retailer with extensive e-commerce, competing with eCom Teams' Fashion brands (Caliroots, Stayhard, Brandosa) across the same Nordic customer base with vastly greater scale.
• Deichmann SE: Europe's largest shoe retailer with strong online presence, competing directly with Heppo and Barnskospecialisten in footwear categories across European markets.

Emerging players

• Unisport Webshop: Nordic football/sports specialist online retailer; comparable to eCom Teams' Solestory brand in sports-footwear niche and adjacent to the broader Sports division (Sportamore, BLACC).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/ecom-teams

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries9 records

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 eCom Teams