Team Workwear Sweden Ab

What Team Workwear Sweden Ab does

Team Workwear Sweden Ab (legal entity: Team Workwear Kedjan AB) is a Stockholm-headquartered private company that operates Sweden's leading voluntary retail chain (frivilligkedja) for workwear and corporate profiling. The chain consists of approximately 40 independent specialist workwear retailers distributed across Sweden, each operating as a separate business under the Team Workwear brand. The parent entity coordinates chain-level functions including marketing, brand partnerships, the B2B contract customer program (avtalskund), and digital procurement services.

The company sells workwear, safety footwear, personal protective equipment, and corporate profiling products through three channels: the physical member-store network, a general e-commerce storefront (shop.teamworkwear.se) built on the Ashop platform, and customer-unique branded webshops (Kundunik Webbshop) tailored to corporate B2B clients. Product range spans third-party brands (Snickers Workwear, Fristads, Helly Hansen Workwear, TEE JAYS, Texstar, Solid Gear, Jalas, Sievi, Zekler, Clique, Craft, Jobman, Kask, Sundström, Tegera, and others) alongside the company's own private-label line Durables, launched in autumn 2019. Value-added services include Tryck & Transfer (printing and embroidery for corporate branding) and editorial content via the Work and Wear Magazine.

The business model combines transactional retail (one-time product sales to consumers and businesses), subscription-style multi-year contracts with avtalskund B2B clients at preferential pricing, and recurring revenue from the Kundunik Webbshop platform service. Pricing spans from entry-level basic garments (~82-195 SEK) to premium safety footwear (~1,795-3,624 SEK) and hearing protection (~6,990-9,613 SEK). The company serves primarily Swedish B2B customers in construction, industrial, and service sectors, with secondary exposure to individual tradespeople; one named reference customer is Airteam Service i Stockholm AB, which reportedly halved workwear costs through the partnership.

Name

Team Workwear Sweden Ab

Legal name

Team Workwear Kedjan AB

Website

https://www.teamworkwear.se

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Team Workwear Sweden Ab operates Sweden's leading voluntary retail chain for workwear and corporate profiling, comprising approximately 40 independent specialist stores plus e-commerce, serving B2B clients in construction, industrial, and service sectors with branded garments, PPE, and custom procurement solutions.

Ownership category

akta.pro rank

Product category

Workwear & Safety Equipment Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)

Keywords

• Workwear retail
• Safety footwear
• Personal protective equipment
• Corporate profiling
• Custom workwear printing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workwear and Safety Product Sales: Core revenue stream from sale of workwear, safety shoes, personal protective equipment, and profiling products. Products are sold through physical retail stores and e-commerce, with both consumer (B2C) and business (B2B) channels. Volume pricing available for contract customers.
2. Printing and Transfer Services (Tryck & Transfer): Branding and customization services including transfer printing and embroidery for corporate profiling on workwear. This value-added service enhances product margins and creates customer lock-in through established relationships.
3. Customer-Unique Webshop Services: B2B solution where Team Workwear creates and manages custom e-commerce storefronts for corporate clients, enabling controlled procurement of workwear with pre-approved product ranges, sizing, and corporate branding options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Team Workwear Sweden Ab operates a voluntary retail chain (frivilligkedja) of approximately 40 independent member stores across Sweden, selling workwear, safety footwear, personal protective equipment (PPE), and corporate profiling merchandise from multiple leading brands. In addition to multi-brand retail, the chain offers custom printing and embroidery services (Tryck & Transfer) and a customizable B2B webshop platform (Kundunik Webbshop) for contract customers. The chain also runs its own private-label brand, Durables, launched in autumn 2019.

Product overview

Team Workwear Sweden Ab (Team Workwear Keddan AB) is Sweden's leading voluntary retail chain for workwear and corporate branding, operating professional stores across Sweden. The company offers a portfolio of its own private-label brand Durables alongside third-party workwear brands including Snickers Workwear, Fristads, Helly Hansen Workwear, TEE JAYS, Texstar, Solid Gear, Jalas, Sievi, and Zekler. Product categories span workwear (pants, shorts, jackets, fleece, T-shirts), safety footwear (protective shoes, occupational shoes, sandals), personal protective equipment (hearing protection, hi-vis clothing), and profile/branded clothing. Services include a custom webshop solution (Kundunik Webbshop), printing and embroidery (Tryck & Transfer), and product guidance. The business model combines physical retail stores with an e-commerce platform, serving both individual professionals and corporate accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• Durables
• Kundunik Webbshop
• Tryck & Transfer

Quantifiable outcome

• Companies can halve workwear costs through optimized procurement (example: Airteam Service Stockholm)

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Procurator: Sweden/Nordic-based direct competitor distributing workwear, PPE, and workplace safety products to B2B customers. Highly comparable in product mix (workwear + safety footwear + PPE) and target segments (industrial, construction, service-sector enterprises).
• Mascot International: Danish workwear manufacturer and brand sold through its own and third-party channels across Europe. Comparable as a workwear specialist competing in the same product categories (trousers, jackets, hi-vis) Team Workwear retails, with overlapping end customers.
• Blåkläder: Swedish workwear manufacturer founded 1959 with strong presence in trades and industrial segments. Directly comparable as a domestic workwear brand carried by and competing with retailers like Team Workwear in the Swedish market.

Broad incumbents

• Snickers Workwear (Hultafors Group): One of Team Workwear's flagship third-party brands and a major Swedish workwear manufacturer. Comparable in product portfolio (technical workwear for craftsmen) and as a brand competing for the same end-customer wallet share.
• Fristads: Sweden's largest workwear manufacturer since 1925, including the Fristads Green eco-certified line. Comparable as a leading domestic workwear brand with overlapping product categories and customers, distributed in part through Team Workwear.
• Ahlsell: Leading Nordic MRO distributor with a meaningful workwear and PPE assortment sold alongside tools, fasteners, and technical supplies. Comparable as a much larger incumbent targeting the same trades and industrial B2B buyers, with broader category mix.
• Würth: Global leader in fasteners, tools, and workwear/PPE for trades and industry, with a substantial Nordic operation. Comparable as a broad-line incumbent selling workwear to the same construction and industrial customer base through both catalog and digital channels.
• Clas Ohlson: Nordic retailer of tools, hardware, workwear, and PPE through physical stores and e-commerce. Comparable in retail format and product overlap (workwear, safety footwear, hearing protection) though serving a broader DIY/professional crossover.

Regional players

• Skanfor: Swedish workwear and PPE retailer with store presence and B2B focus. Comparable as a direct retail competitor in the Swedish workwear niche, with overlapping product categories and customer segments.

Emerging players

• Solid Gear (Solid Gear Footwear): Swedish safety footwear brand founded 2008, distributed through Team Workwear and competing retailers. Comparable as a focused safety-shoe player targeting the same professional end customers in the trades and industrial segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gosh-ab

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 Team Workwear Sweden Ab