Premium and sustainable outdoor kidswear brand, Isbjörn of Sweden, has confirmed 20% year-on-year global growth to April 2022. Recently acquired by Online Brands Nordic AB, which will provide a strong financial backbone for further sustainable growth, Isbjörn also reports a healthy EBITDA of over 11%.

Committed to achieving its bold sustainability pledge per the UN 2050 1.5 degree Climate Commitment, Isbjörn CEO, Maria Frykman, attributes part of the company’s success to “proper planning.” This is alongside the company being as slow fashion as possible without any compromise on durability or performance.

“For example, we are now able to add recycled nylon to our hardshell outer products,” says Frykman. “But this has taken some time to achieve, as we will absolutely never compromise on performance. Our products are designed to last for many years, decades even, and be passed on to younger siblings and friends.”

Isbjörn is also focusing on ecommerce and digitalisation to become a leading omnichannel player in its sector. This will continue to grow with the international ecommerce expertise of Online Brands Nordic AB. However, since the start of the company in 2005, sustainability is what sets Isbjörn apart.

 

 

Frykman sends a stark message to apparel brands that put quick profit before sustainability.

“We are growing steadily and making a healthy profit, which is great. But speedy growth has never been a priority for us. More fast-fashion companies are now in decline because they have not prioritised their environmental strategy and have taken wrong decisions early on.

“It is more costly to be sustainable, and you must run a healthy business to achieve environmental goals. Many fast fashion products are cheaply priced and therefore sustainably low. If the companies manufacturing these products are suddenly forced to raise the sustainability bar, they have to either increase the retail price or suffer lower margins.

“Our DNA from the start has always been to protect children, teenagers and the planet. This is why Isbjörn has enjoyed consistent sustainable growth over many years. Our sustainability road map is clearly set. As a team, we’re committed to becoming fully circular by 2030, going completely microplastic-free by 2026 and achieving Net Zero by latest 2045.”

For further information on Isbjörn and its outdoor kidswear offer, please click here.