Odd Molly has entered into a licensing agreement to acquire the Swedish brand Hunkydory, aiming to strengthen its position in the international fashion market.

Target Information

Odd Molly has finalized an agreement to license the well-established Swedish brand Hunkydory, as part of its strategy to strengthen its position as an international brand player. The company is undergoing significant transformations aimed at effectively integrating Hunkydory into its operations, targeting substantial economies of scale and synergy benefits. The licensing agreement extends through 2023, with an option to subsequently acquire the brand from the Finnish finance company Bruk Financial Services Oy, which currently owns it.

Hunkydory is a recognized brand that was established in 1996 and experienced profitable growth for many years. From 2010 to 2016, Hunkydory averaged annual revenues of 100 million SEK. The brand launched its own e-commerce platform in 2010 and won the prestigious Guldknappen award in 2012. By 2015, the company had reached over 120 million SEK in revenue. However, the brand faced significant customer losses along with a turbulent market and harsh currency fluctuations, resulting in the bankruptcy of its retail division in 2017 and the entire company by the end of 2018. Since then, Hunkydory has been under the ownership of Bruk Financial Services Oy.

Industry Overview in Sweden

The Swedish fashion industry is recognized for its innovative designs, sustainability efforts, and a focus on high-quality materials. Despite challenges arising from a fluctuating economic environment and increasing competition, t