# New Bubbleroom Sweden > Clarifo company profile — qualitative business description generated from > the company's filings. Financial statements, charts and ratios are > available on Clarifo (https://www.clarifo.com/en/companies/newbubbleroomsweden). ## Overview 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. ## Products & services • Women’s fashion apparel • Lingerie and underwear • Shoes and footwear • Accessories • Own-brand fashion collections • Influencer-led capsule collaborations - **Women’s apparel** (55%) — Dresses, tops, outerwear, and other clothing sold under Bubbleroom and partner brands. - **Lingerie and underwear** (15%) — Intimate apparel and related basics for the company’s core female customer base. - **Shoes** (12%) — Footwear offered alongside fashion looks to complete the outfit assortment. - **Accessories** (10%) — Bags, jewelry, and other add-on items that complement apparel purchases. - **Own-brand and collaboration collections** (8%) — Private-label lines and exclusive influencer-designed collections that differentiate the assortment. - Women’s fashion apparel - Lingerie and underwear - Shoes and footwear - Accessories - Own-brand fashion collections - Influencer-led capsule collaborations ## 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. - **Nordic female fashion consumers** (primary) — Buy clothing, shoes, and accessories for everyday wear and special occasions because the brand is positioned around feminine, glamorous style. - **Own-brand loyal customers** (primary) — Buy Bubbleroom-branded collections for a consistent aesthetic and product identity that differs from broad-market fashion retailers. - **Marketplace customers in Europe** (secondary) — Purchase through Zalando and similar channels for access to Bubbleroom’s assortment outside the core Nordic market. - **Influencer-driven shoppers** (secondary) — Respond to exclusive designs and collaborations with Nordic influencers, which support discovery and brand engagement. - Women seeking fashion-led, feminine clothing and accessories - Nordic consumers who shop online for apparel and occasionwear - Customers attracted by own-brand styles and exclusive collaborations - Marketplace shoppers in parts of Europe via Zalando - Value is driven by style curation, convenience, and brand identity ## 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. - Headquartered in Borås, Sweden - Primary customer base in the Nordics - European reach partly supported by Zalando - Cross-border e-commerce reduces need for physical stores - Geographic mix concentrates exposure in Northern Europe ## 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. - **Strengthen own-brand assortment** (medium-term) — Private-label products help differentiate the offer and give the company more control over design and merchandising. - **Grow brand awareness and customer engagement** (short-term) — A clear lifestyle brand can improve repeat traffic and support premium positioning in a crowded online fashion market. - **Broaden European reach through marketplaces** (medium-term) — Marketplace distribution can extend sales beyond the Nordic core without building a large physical retail network. - Build a stronger destination brand for women’s fashion - Use own brands to control style, margin structure, and differentiation - Leverage influencer collaborations to drive awareness and demand - Expand reach through Zalando and other marketplace channels - Keep assortment focused on a clear feminine brand identity ## 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 volatility** [high] — Apparel demand is highly trend-driven, so weak product-market fit can quickly reduce sell-through. - **Inventory obsolescence and markdown risk** [high] — Seasonal fashion products can lose value quickly if they are not sold in the intended season. - **Marketplace dependence** [medium] — A meaningful part of European distribution runs through Zalando, creating channel concentration and partner dependency. - **Returns and fulfillment complexity** [medium] — E-commerce fashion typically has high return rates, which can affect logistics, stock availability, and customer economics. - Fashion demand can shift quickly, affecting sell-through and assortment planning - Inventory obsolescence risk is meaningful in seasonal apparel - Competition from large online fashion platforms is intense - Returns can pressure logistics and revenue quality in e-commerce - Dependence on Zalando adds platform and channel concentration risk ## Accounting Revenue is recognized when goods are delivered, and the company records provisions for expected returns, which is important in fashion e-commerce where return behavior can be material. Inventory is also subject to obsolescence write-downs, and the company uses hedge accounting for certain currency exposures, making estimates and valuation judgments important for reported results. - **Revenue recognition and return reserves** — Net sales and gross margin - **Inventory obsolescence provisions** — Cost of goods sold and inventory carrying value - **Hedge accounting and foreign exchange** — Financial income/expense and equity - **Lease accounting** — EBITDA, depreciation, and leverage metrics - Revenue recognized at delivery, not at order placement - Return provisions affect net sales and gross margin timing - Inventory write-downs reflect fashion obsolescence risk - Hedge accounting affects foreign-exchange-related results - Leases and fixed assets matter for warehouse and office operations --- *Last updated: 2026-08-11T04:04:54.789280+00:00*