New Bubbleroom Sweden
New Bubbleroom Sweden AB is a Swedish fashion e-commerce company focused on clothing, lingerie, shoes, and accessories for women. Founded in 2005 and headquartered in Borås, it sells primarily through its own online channel and also reaches parts of Europe through Zalando.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueDresses, tops, outerwear, and other clothing sold under Bubbleroom and partner brands.
Intimate apparel and related basics for the company’s core female customer base.
Footwear offered alongside fashion looks to complete the outfit assortment.
Bags, jewelry, and other add-on items that complement apparel purchases.
Private-label lines and exclusive influencer-designed collections that differentiate the assortment.
Customers
Bubbleroom sells to women shopping for fashion, occasionwear, and lifestyle-oriented looks, with a brand position centered on glamorous and feminine style. Its customer base is primarily in the Nordics, while some orders are distributed into parts of Europe through marketplace channels such as Zalando.
Buy clothing, shoes, and accessories for everyday wear and special occasions because the brand is positioned around feminine, glamorous style.
Buy Bubbleroom-branded collections for a consistent aesthetic and product identity that differs from broad-market fashion retailers.
Purchase through Zalando and similar channels for access to Bubbleroom’s assortment outside the core Nordic market.
Respond to exclusive designs and collaborations with Nordic influencers, which support discovery and brand engagement.
Strategy
Bubbleroom’s strategy is to strengthen its position as a lifestyle destination for women’s fashion, anchored by a distinctive feminine brand and a high share of own-label products. It also uses influencer collaborations and marketplace distribution to broaden reach while keeping the assortment tightly curated.
Private-label products help differentiate the offer and give the company more control over design and merchandising.
A clear lifestyle brand can improve repeat traffic and support premium positioning in a crowded online fashion market.
Marketplace distribution can extend sales beyond the Nordic core without building a large physical retail network.
Geography
The company is headquartered in Borås, Sweden, and its core customer base is in the Nordics. It also distributes to parts of Europe through Zalando, which extends reach beyond its home market without requiring a large direct retail footprint.
Risks
Bubbleroom is exposed to fashion demand volatility, inventory risk, and intense competition from online apparel retailers and marketplaces. Its business also depends on brand relevance, product returns, and the performance of its own-brand assortment and external platform partners.
- Fashion and demand volatilityImpact: HighLikelihood: Medium
Apparel demand is highly trend-driven, so weak product-market fit can quickly reduce sell-through.
Exposure - Inventory obsolescence and markdown riskImpact: HighLikelihood: Low
Seasonal fashion products can lose value quickly if they are not sold in the intended season.
Exposure - Marketplace dependenceImpact: MediumLikelihood: Low
A meaningful part of European distribution runs through Zalando, creating channel concentration and partner dependency.
Exposure: European sales outside the Nordic core
- Returns and fulfillment complexityImpact: Medium
E-commerce fashion typically has high return rates, which can affect logistics, stock availability, and customer economics.
Exposure: Online apparel and footwear sales
Accounting
Judgemental itemsSales are recorded when control transfers, while expected returns are reserved against revenue, affecting net sales timing and comparability.
Impact: Net sales and gross margin
Fashion inventory can become outdated quickly, requiring write-downs based on historical outcomes and sales forecasts.
Impact: Cost of goods sold and inventory carrying value
The company uses derivatives for hedging, so valuation and hedge effectiveness can affect reported financial items.
Impact: Financial income/expense and equity
Warehouse and office leases create right-of-use assets and lease liabilities that affect balance sheet presentation.
Impact: EBITDA, depreciation, and leverage metrics
Similar listed companies
Publicly listed companies with a comparable business focus.
Nelly Group
NELLY · Consumer Discretionary
Nelly Group is a prominent fashion e-commerce company based in Borås, Sweden, specializing in trendy apparel and accessories for young women and men in the Nordic region.
Humble Group
HUMBLE · Consumer Staples
Humble Group is a global fast-moving consumer goods (FMCG) conglomerate that focuses on innovative, healthier, and sustainable consumer products.
Björn Borg
BORG · Consumer Discretionary
Björn Borg is a Swedish company known for its sports apparel, footwear, and underwear.
Svedbergs Group
SVED-B · Industrials
Svedbergs Group is a European conglomerate focused on designing, manufacturing, and marketing sustainable bathroom products and services.
ASSA ABLOY
ASSA-B · Industrials
ASSA ABLOY is a global leader in access solutions, providing innovative products and services for security, safety, and convenience.
Essity A
ESSITY-B · Consumer Staples
Essity Aktiebolag is a global hygiene and health company headquartered in Sweden.
Last updated: 24/09/2026