List of DTC brands in Stockholm (2026 list)

These direct-to-consumer (DTC) brands in Stockholm are primarily in retail, with a strong focus on fashion, beauty, and home goods. The list includes large global groups like H&M Group, as well as mid-sized firms and younger companies. The companies range from H&M, a global fashion retailer, and Gant, a brand known for American East Coast style, to LYKO, an e-commerce beauty giant, and FOREO, a beauty-tech innovator.

A clear pattern is the dominance of fashion and beauty retail, with a significant number of companies offering apparel, accessories, and personal care products. Many of these brands, such as ARKET and Daniel Wellington, emphasize quality, design, and sustainability in their offerings.

#	Company	Industry	Headquarters	Employees	Founded
1	H&M Group hmgroup.com A global design business with thousands of stores worldwide, offering fashion, beauty, accessories, homeware, and sustainability-focused products and experiences	Retail	🇸🇪 Stockholm	104,048	n/a
2	H&M hm.com Global fashion retailer promoting inclusivity, sustainability, and accessibility, empowering employees and customers to express individuality and responsibility.	Retail	🇸🇪 Stockholm	86,847	1947
3	Gant gant.com A global fashion brand with a legacy of American East Coast style, known for pioneering sportswear and evolving its signature look	Retail Apparel and Fashion	🇸🇪 Stockholm	1,470	1949
4	ARKET arket.com A modern market offering essential products for men, women, children, and the home, with a focus on quality, durability, and accessibility	Retail	🇸🇪 Stockholm	978	2017
5	LYKO lyko.com E-commerce and physical stores offering a wide range of beauty products, including own brands, across multiple European markets to millions of customers.	Retail	🇸🇪 Stockholm	727	n/a
6	Weekday weekday.com A street fashion brand that pushes boundaries of everyday dressing, fostering creativity and seeking hypeworthy inspiration, new styles, and cultural trends	Retail Apparel and Fashion	🇸🇪 Stockholm	573	2002
7	FOREO foreo.com A global beauty-tech brand focused on innovation, quality, and sustainability, shaping the future of self-care with award-winning design and visionary technologies	Wellness and Fitness Services	🇸🇪 Stockholm	545	2013
8	Daniel Wellington danielwellington.com A global brand disrupting the industry with timeless pieces, valuing entrepreneurship, and inspiring growth to become the leading accessory brand	Retail Luxury Goods and Jewelry	🇸🇪 Stockholm	439	2011
9	LELO lelo.com Design and manufacture of luxurious, innovative, and iconic intimate pleasure products with global presence and a heritage of quality.	Retail Luxury Goods and Jewelry	🇸🇪 Stockholm	357	n/a
10	Tiger of Sweden tigerofsweden.com A Stockholm-based fashion house with a heritage in tailoring, offering men's and women's ready-to-wear clothing and accessories globally	Retail Apparel and Fashion	🇸🇪 Stockholm	307	1903
11	Rituals Cosmetics Sweden (B Corp™)rituals.com A leading brand offering exclusive home and body products, guiding customers towards personal well-being through sustainable practices and community support	Retail	🇸🇪 Stockholm	285	2000
12	Polarn O. Pyret polarnopyret.com A Swedish brand specializing in high-quality baby and childrenswear, focused on creating durable clothes that can be passed down through generations	Retail	🇸🇪 Stockholm	275	1976
13	Hem hem.com Innovative design brand collaborating with designers and European manufacturers to create unique, high-quality, and sustainable furnishings, fostering creativity and experimentation	Design Services	🇸🇪 Stockholm	264	2014
14	Maria Nila Stockholm marianila.com A company offering 100% vegan and animal-friendly-certified hair care products, promoting sustainability and high quality ingredients manufactured locally in Sweden	Personal Care Product Manufacturing	🇸🇪 Stockholm	237	1999
15	SAFIRA safira.com Swedish jewellery brand creating unique, high-quality pieces in Stockholm Inspiring confidence and style with contemporary designs shipped from HQ in Köping	Retail	🇸🇪 Stockholm	222	2012
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16	CAIA Cosmetics caiacosmetics.com A rapidly growing D2C cosmetics business in Europe offering high-quality makeup products since November 2018	Personal Care Product Manufacturing	🇸🇪 Stockholm	146	2018
17	OAS oascompany.com A Swedish brand creating beachwear to bring vacation vibes year-round, born from a desire to escape dark winters and spread joy worldwide	Retail Apparel and Fashion	🇸🇪 Stockholm	111	n/a
18	OUR LEGACY ourlegacy.com Independent fashion brand from Stockholm, Sweden, founded in 2005 Known for custom fabrics, signature shapes, and progressive seasonal collections with attention to detail	Retail Apparel and Fashion	🇸🇪 Stockholm	101	2005
19	ICANIWILL AB iciw.com A sportswear brand founded on determination and motivation, encouraging others to work hard, embrace their potential, and achieve their goals	Sporting Goods Manufacturing	🇸🇪 Stockholm	81	2012
20	REF Stockholm refstockholm.com An innovative Swedish professional hair care brand offering vegan care products, styling products, and hair colors worldwide with offices in Sweden and the US	Personal Care Product Manufacturing	🇸🇪 Stockholm	40	n/a
21	Swiss Clinic swissclinic.com A beauty company offering high-tech home beauty treatments for various skin problems, with measurable and lasting effects, operating in six countries	Personal Care Product Manufacturing	🇸🇪 Stockholm	35	2012
22	IDUN Minerals idunminerals.com A Stockholm-based beauty brand with high-quality, dermatologist-approved products for all skin types, focusing on sustainability, vegan formulas, and clean beauty	Personal Care Product Manufacturing	🇸🇪 Stockholm	33	2011
23	Equestrian Stockholm equestrianstockholm.com A fast-growing equestrian brand offering exclusive gear and apparel for riders and horses worldwide, with a focus on sustainability Empowering women and engaging with a strong community	Retail Apparel and Fashion	🇸🇪 Stockholm	33	2015
24	SWATI Cosmetics swati.com A global brand founded by a Swedish entrepreneur and Indian makeup artist, specializing in cosmetic lenses that enhance natural beauty	Personal Care Product Manufacturing	🇸🇪 Stockholm	27	2019
25	LH cosmetics lhcosmetics.com A makeup brand founded by artist Linda Hallberg, offering multi-use products that are vegan, cruelty-free, and designed without rules	Personal Care Product Manufacturing	🇸🇪 Stockholm	27	2016
26	Understatement Underwear shopunderstatement.com Understatement designs comfortable, stylish underwear for women with a focus on quality materials and ethical production, empowering women to be themselves	Retail Apparel and Fashion	🇸🇪 Stockholm	23	2017
27	SACHAJUAN HAIRCARE sachajuan.com Development of straightforward, professional haircare products designed to simplify styling and enhance control for both stylists and customers.	Personal Care Product Manufacturing	🇸🇪 Stockholm	22	1997
28	Odd Molly oddmolly.com An award-winning design company that creates high-quality clothing and interiors for women, inspired by a skater girl named Molly Celebrating individuality and uniqueness	Retail Apparel and Fashion	🇸🇪 Stockholm	21	2002
29	Ninepine ninepine.nl This company creates technical athleisure and activewear in collaboration with yogis, gym enthusiasts, crossfitters, and individuals who workout regularly	Retail Apparel and Fashion	🇸🇪 Stockholm	17	2019
30	EOE Eyewear eoe-eyewear.com This company designs and produces sustainable eyewear, inspired by the nature of Swedish Lapland, with a focus on Scandinavian design and environmental consciousness	Fashion Accessories Manufacturing	🇸🇪 Stockholm	14	2010

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Every company on this list has a Tamtam company profile. The industry is the one the company gives on LinkedIn; categories such as SaaS or fintech are classified by Tamtam's AI from the company's website and LinkedIn page; and the headquarters city must match the company's own address. Companies are ranked by the number of employees on LinkedIn, and the list is refreshed every night. Classifications can be wrong, so treat the list as a starting point rather than an official ranking. Last updated Nov 12, 2026.

List of DTC brands in Stockholm

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