Villoid enters Sweden with ex-Desenio chief Fredrik Palm backing push
What's the deal? Norwegian fashion e-commerce platform Villoid is launching in Sweden and has brought on Swedish retail veteran Fredrik Palm as investor and board member. Palm previously led Desenio GroupDealroom has a profile for this one. Try Dealroom → as chief executive officer and chairs Caia CosmeticsDealroom has a profile for this one. Try Dealroom →. He declined to disclose the amount invested but called it significant, per Breakit.
What does Villoid do? Founded in 2015 — originally with British influencer Alexa Chung — the company relaunched as a webshop in 2018 under Dyhre Kvisvik, Andreas Kristiansen, and Jarle Snertingdalen. It sells around 250 brands, including Ulla JohnsonDealroom has a profile for this one. Try Dealroom → and Isabel MarantDealroom has a profile for this one. Try Dealroom →, plus its own labels, and ships over 1 million packages a year.
Why Palm? "Villoid is on an impressive growth journey, and it is rare to see a multibrand e-commerce company grow so fast while being profitable," Palm said in a statement (translated from Swedish). His background scaling consumer businesses internationally underpins the Sweden play.
The expansion: Sweden is Villoid's first move abroad, with a target of US$12.1M in revenue there in its first year. The company set up a Swedish entity back in 2022 and has hired ten staff. Linn Setterwall, founder of webshop OrganistaDealroom has a profile for this one. Try Dealroom →, becomes Sweden head.
Why Sweden now? Villoid reported revenue of 518 million kroner in 2025, up 54%, with an operating margin near 10%, and expects to pass 700 million this year. The company says search volume for the brands it sells is 40% higher in Sweden than Norway.
What's the endgame? Dyhre Kvisvik wants to build a women-led premium fashion platform she argues is missing across Sweden and Europe. The company aims to pass 1 billion kroner in revenue in 2027 and 3 billion by the end of 2030. If Sweden succeeds, wider European expansion could follow.
What could go wrong? "We know it is not easy to succeed as a Norwegian retailer in Sweden," Dyhre Kvisvik said (translated from Swedish), citing careful preparation. DNB CarnegieDealroom has a profile for this one. Try Dealroom → advised Villoid on the transaction.
The signal: Villoid's expansion shows a profitable Nordic e-commerce operator leaning on local executive muscle to crack a neighbouring market rather than burning capital on growth alone — a sign of how curated, premium platforms are testing cross-border appeal.
Read more: shifter.no
Image credit: Villoid
