Lollys laundry

What Lollys laundry does

Lollys Laundry is a Danish womenswear brand founded in 2007 and headquartered at Titangade 15 in Copenhagen N, Denmark. The company designs and sells colorful, feminine apparel — including dresses, shirts and blouses, t-shirts, pants and shorts, sweatshirts, skirts, knitwear, jackets, coats, vests, blazers, quilted jackets, teddy pieces, and leather items, alongside accessories such as bags, scarves, socks, and hats — through a direct-to-consumer e-commerce model. Pricing ranges from approximately 200 DKK for accessories to 3,700 DKK for premium leather jackets, with most items between 500 and 2,200 DKK.

The business is operated as a privately held Danish ApS (CVR 31152593) with 11–50 employees and no disclosed external funding or parent company. The technology stack is a standard Shopify-based DTC stack: Shopify for commerce, Cloudflare for security, Google Analytics for measurement, Klaviyo for email automation, and tracking pixels for TikTok, Pinterest, Facebook, and Google advertising. Customer reach is delivered through three localized storefronts — lollyslaundry.dk (Denmark, DKK), lollyslaundry.de (Germany, EUR), and lollyslaundry.com (international, EUR) — supported by content marketing via the Lollys Stories blog and organic social presence on Instagram, Facebook, TikTok, and Pinterest.

The go-to-market motion is direct-to-consumer and product-led, with no subscription, wholesale, or sales-team channel. Revenue is generated entirely through one-time unit purchases of apparel and accessories, plus e-gift cards. The single named customer segment is women seeking colorful, feminine, individualistic fashion, served across everyday wear, work, special occasions, travel, and festivals, with inclusive sizing from XS to XXL. The brand holds the Danish e-mærket e-commerce certification and displays a 4.8/5 customer rating across 1,033 reviews.

Name

Lollys laundry

Legal name

Lollys Laundry Aps

Website

https://lollyslaundry.dk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Lollys Laundry is a privately held Danish womenswear brand founded in 2007, designing and selling colorful dresses, tops, outerwear, and accessories direct-to-consumer via three localized Shopify storefronts serving Denmark, Germany, and international markets.

Ownership category

akta.pro rank

Product category

Women's Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)

Keywords

• Women's apparel
• D womenswear
• Colorful dresses
• Women's outerwear
• Fashion e-commerce

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for apparel and accessories through their e-commerce platform. Products are sold at full retail price with occasional sale/discount items. No subscription model mentioned.
2. Gift Cards: E-gift cards available for purchase, providing additional revenue stream and customer acquisition tool.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Lollys Laundry designs and sells colorful Danish womenswear including dresses, shirts, blouses, t-shirts, trousers, shorts, skirts, knitwear, sweatshirts, jackets, coats, blazers, vests, and accessories (bags, scarves, socks, hats), plus e-gift cards. Products are sold directly to consumers through the company's own Shopify-powered e-commerce stores localized for Denmark, Germany, and international markets.

Product overview

Lollys Laundry is a Danish womenswear brand offering a comprehensive women's clothing collection. The product portfolio includes core clothing categories: Kjoler (dresses), Skjorter & Bluser (shirts & blouses), T-Shirts & Toppe, Bukser & Shorts (pants & shorts), Sweatshirts, Nederdele (skirts), Strik (knitwear), and outerwear categories including Jakker (jackets), Frakker (coats), Veste (vests), Blazer, Quiltede jakker (quilted jackets), Teddy, and Skind (leather). The brand also offers Accessories including Tasker (bags), Tørklæder (scarves), Strømper (socks), and Huer (hats). Key sub-brands include the Essentials Kollektion featuring timeless wardrobe basics and co-ord sets. The company operates primarily as an e-commerce business selling directly through their Shopify-powered webshop.

Differentiator

Problem solved

Functional benefit

Brands

• Lollys Stories: Company blog featuring styling ideas, seasonal trends, behind the scenes content and favorite styles.
• Essentials

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Regional players

• Rixo: London-based womenswear brand with vintage-inspired, feminine aesthetic and signature prints. Comparable to Lollys Laundry in design philosophy (feminine, colorful, print-led), though primarily serving the UK and broader international markets outside Northern Europe.
• LoveShackFancy: US-based womenswear brand known for colorful, feminine, romantic aesthetic with signature prints. Highly comparable to Lollys Laundry in design philosophy (colorful, feminine, prints) and customer persona, though primarily serving North America rather than Northern Europe.

Broad incumbents

• & Other Stories: H&M Group's contemporary womenswear brand with curated collections and stronger fashion point-of-view. Comparable to Lollys Laundry as a broader Scandinavian-influenced womenswear retailer with international footprint.
• H&M: Swedish mass-market apparel retailer with global presence. Comparable to Lollys Laundry only at the broadest level — Scandinavian fashion market — but operates at vastly different scale, channel mix, and price points.
• COS: H&M Group's contemporary apparel brand offering minimalist Scandinavian-inspired clothing for women and men. Comparable to Lollys Laundry as a broader Scandinavian apparel retailer, though operating at much larger scale and different price positioning.

Direct peers

• Ganni: Danish contemporary womenswear brand with playful Scandinavian aesthetic, operating DTC e-commerce alongside wholesale. Directly comparable to Lollys Laundry in Danish market positioning, DTC-first go-to-market, and target customer.
• Stine Goya: Danish designer womenswear brand known for bold prints and colorful, feminine silhouettes. Highly comparable to Lollys Laundry on aesthetic philosophy (colorful, feminine, expressive) and Danish designer-brand positioning.
• Baum und Pferdgarten: Danish womenswear brand offering playful, contemporary clothing with bold prints. Comparable to Lollys Laundry in Scandinavian womenswear market positioning and similar playful-feminine style ethos.
• Samsøe Samsøe: Danish contemporary fashion brand offering womenswear and menswear with Scandinavian aesthetic. Comparable to Lollys Laundry in target market, contemporary Scandinavian positioning, and DTC + selective-retail distribution.
• Odd Molly: Swedish womenswear brand with playful, feminine aesthetic and signature detailing. Comparable to Lollys Laundry in Scandinavian market presence, feminine design philosophy, and independent-brand positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lollys.laundry
• Instagraminstagram.com/lollyslaundry
• TikToktiktok.com/@lollyslaundry
• Pinterestdk.pinterest.com/lollyslaundryofficial
• LinkedInlinkedin.com/company/lollys-laundry

Compliance1 record

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 Lollys laundry