After 24 years of shaping the Swedish fashion scene, Svea is stepping onto a bigger stage. In a strategic move, Boozt has acquired the brand, bringing Svea into its growing portfolio of Nordic fashion powerhouses.
“Svea has been a part of our assortment for years, and we see great potential in reigniting the brand’s presence across the Nordics,” says Hermann Haraldsson, Co-Founder & CEO of Boozt. “With our expertise in digital commerce and brand building, we look forward to elevating Svea to new heights.”
Founded in 1998 in Borås, Sweden, Svea has built its legacy on Scandinavian streetwear with a rebellious edge. From the early days as a skate collective to becoming a household name in Swedish fashion, the brand has always stood for individuality, quality, and timeless style. Designed with a made-to-last philosophy, Svea has been a pioneer in slow fashion, focusing on high-quality collections that transcend fleeting trends.
“Thank you, Svea, for the journey of a lifetime—24 years of creativity, resilience, and evolution. We built something truly special, and now it’s time for Boozt to take the baton,” says Kiki Wallmansson, CEO of Svea.
While the brand enters a new era under Boozt’s leadership, the spirit of Svea remains the same—bold, timeless, and undeniably Nordic.
For further information and inquiries:
Ted Wallmansson
📧 ted [at] wallmansson.se
