What Fribergs Herr & Dam does

Fribergs Herr & Dam AB is a privately held, family-owned retail clothing business based in Värnamo, Småland, Sweden, founded in 1929 by Oscar Friberg and currently owned by Stefan Axelsson. The company operates from a single physical storefront at Storgatsbacken 21C, Värnamo, offering men's and women's fashion apparel selected for style and quality, with an emphasis on personal service and timeless fashion that follows current trends. The business serves two primary customer segments: local individual consumers shopping at the storefront or via the company's e-commerce platform, and regional corporate clients purchasing profiled (branded) workwear with embroidery services through its wholly-owned subsidiary Profiltrade, which operates a dedicated corporate webshop.

The company runs a tiered loyalty program (Kundklubben) that provides 5%, 10%, and 15% cashback bonuses once annual purchase thresholds of 7,500 SEK, 20,000 SEK, and 30,000 SEK respectively are reached, creating a recurring engagement mechanism for retail consumers. Revenue is generated through one-time retail and B2B apparel transactions, with the loyalty program functioning as a deferred-cashback retention tool rather than a true subscription stream. The business employs approximately six staff members covering store management, purchasing, social media, and corporate sales, and markets primarily via organic Facebook and Instagram channels.

The technology footprint is minimal: there is no proprietary platform disclosed, no mobile application, and no documented AI/ML capabilities. The company is GDPR-compliant (effective May 25, 2018) and operates standard e-commerce and corporate webshop storefronts. Distribution is local-to-regional in scope, anchored in the GGVV region of Småland, with no evidence of national or international expansion initiatives. The business has no external investors, no parent company, and no disclosed M&A activity.

Name

Fribergs Herr & Dam

Legal name

Fribergs Herr & Dam AB

Website

https://fribergs.com

Company type

Private

Founded year

1929

Operating status

Operating

Short description

Fribergs Herr & Dam AB is a family-owned retail clothing store founded in 1929 in Värnamo, Sweden, selling men's and women's apparel to local consumers and corporate workwear to regional businesses via its Profiltrade subsidiary, with e-commerce and a tiered loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Värnamo

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: In-store and e-commerce sales of men's and women's clothing and accessories. One-time purchase transactions at physical storefront and online.
2. Corporate Profiling Services: B2B profiled clothing (profilkläder) services including branding/embroidery (brodyr) through subsidiary Profiltrade. Corporate web shop available for business clients.
3. Customer Loyalty Program: Bonus system with Bronze, Silver, and Gold tiers providing percentage returns on purchases. Revenue retained from regular sales with bonus payouts deferred.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Fribergs Herr & Dam is a long-established clothing boutique in Värnamo, Sweden that sells curated men's and women's fashion apparel both in-store and online. Through its wholly-owned subsidiary Profiltrade, it also supplies corporate clients with branded workwear (profilkläder) including custom embroidery services via a dedicated corporate webshop. The company complements its retail offering with a tiered customer loyalty club (Kundklubben) that awards percentage-based bonuses on repeat purchases.

Product overview

Fribergs Herr & Dam is a traditional retail clothing store offering a unified product portfolio centered on men's and women's apparel. The core product is their carefully curated clothing selection for men and women, complemented by a corporate profile clothing service (Företagsförsäljning) that provides customized embroidered garments to businesses. The company also operates a loyalty program (Kundklubb) with tiered membership levels offering cashback rewards. A dedicated corporate webshop enables business customers to order profile clothing directly.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's and Women's Fashion Apparel (Herr- och damkläder) Curated retail clothing selection for men and women, focused on timeless fashion combined with current trends. Sold through the physical boutique at Storgatsbacken 21C, Värnamo, and the company's e-commerce webshop, targeting local and regional individual consumers.
• Corporate Profile Clothing (Företagsförsäljning / Profiltrade) End-to-end corporate workwear service offering profiled clothing (profilkläder) for businesses, including sourcing, ordering, and custom embroidery (brodyr) of company branding. Includes a dedicated corporate webshop accessible by email request, targeting local and regional SMBs in the GGVV region of Småland.
• Customer Loyalty Club (Kundklubben) Free-to-join bonus program rewarding repeat purchases with tiered cashback: Bronze tier offers 5% back after 7,500 SEK annual spend, Silver offers 10% back after 20,000 SEK, and Gold offers 15% back after 30,000 SEK. Available to individual consumer customers registered in-store or via the website.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ProfiltradecoreStrategic or Co-development PartnerSubsidiary company of Fribergs Herr & Dam AB focused specifically on corporate/business customers. Profiltrade handles profiled clothing (profilkläder) services including branding and embroidery for businesses in the GGVV region.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Brothers: Swedish specialty clothing chain focused on men's fashion with multiple physical locations and e-commerce. Comparable as a men's apparel-focused Swedish retailer with similar brand-curation approach to Fribergs' menswear offering.
• Fristads: Swedish workwear and profile clothing manufacturer and supplier serving corporate clients across the Nordics. Comparable to Profiltrade as a B2B profile/workwear specialist operating in Sweden.
• Indiska: Swedish clothing and lifestyle retailer with physical stores and online presence, emphasizing distinctive style. Comparable as a small-to-mid Swedish multi-channel apparel retailer targeting style-conscious consumers.
• Tiger of Sweden: Premium Swedish menswear and womenswear brand with own retail stores and selective wholesale distribution. Comparable as a Swedish heritage fashion label competing for the same premium-segment local customer that Fribergs serves.
• J.Lindeberg: Premium Swedish fashion and sportswear brand with own retail and wholesale presence. Comparable as a Swedish heritage apparel brand competing in the same premium men's and women's segment that Fribergs curates.
• Stenströms: Swedish heritage premium shirts and menswear brand sold through own boutiques and select retailers. Comparable as a Swedish premium menswear brand that could be stocked inside a curated boutique like Fribergs.

Broad incumbents

• Lindex: Nordic fashion chain offering women's, children's, and lingerie apparel with physical stores and e-commerce. Comparable as a Nordic clothing retailer operating across both physical and digital channels.
• H&M: Sweden's largest apparel retailer offering men's and women's fashion across thousands of stores globally. Comparable as a Swedish multi-channel clothing retailer, but vastly larger in scale, assortment, and pricing power.
• Kappahl: Swedish family-founded multi-brand fashion chain selling men's, women's, and children's clothing. Comparable as a Swedish mid-market clothing retailer with a value positioning versus premium independents.
• Åhléns: Swedish department store chain carrying apparel, beauty, and home goods. Comparable as a multi-category Swedish retailer with significant apparel exposure across physical and online channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/Fribergsherrochdamvmo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 Fribergs Herr & Dam