I sometimes get asked how many companies I’ve run, here are all 11:
Blondinbella AB. This was the first company I registered as a 16-year-old. My start capital was 100 000 kronor and of course I didn’t have that kind of money. But because I wanted to start an AB company and had a friend who worked as a DJ, he used his expensive equipment as part of the start up for an AB. Then I had a stroke of genius and used an article that Media Today had written about my blog, that the net worth of the advertising could be worth five million kronor. I managed to use that article as a start capital, I must have been the first person in Swedenin 2006 who was able to turn a blog into a stock company. The company was used for many years to gather all the ads that the blog had, even speakers and book-launches.
Denna sålde jag för 150 000 kronor på ett dygn – galet!
Bellme AB. I was 17 when I started my second company. A webshop. I had no money to buy in stock for it so I talked to all companies who wanted me to show off their products for free and pointed them in the direction of my e-shop instead. I put up the product for 24 hours, took a cut of the sales and then the company had to send it to the buyer. I soon made 30 000 kronor in sales – per day. Fantastic for a 17-year-old girl. Unfortunately I left the company some years later with 0 kronor. I had a co-owner who wasn’t very now. But I learned one lesson and that is the importance of stock owner contract.
My shirt in Dameras värld
Classified AB. When I turned 18 I felt like it was time to start my third company. I had grown tired of high school and wanted to aim for a life as an entrepreneur. I realised that selling someone else’s products like I had done in Bellme gave me bad marginals. My goal was to get rich and I needed to create my own products. I got capital from Haléns and created a clothing brand called Classified. a few months later we could be found in 23 shops and I had a designed from H&M. But as the entrepreneur I am I got tired of being bound by the owners of my company (they owned 51% and I owned 49%) so after a few years I decided to be bought out. It’s the only time I’ve brought in capital, in all other companies I’ve let it expand organically.
Spotlife AB. Just when I turned 19 I had made my first million, quit High School and it was time to do something else. This time it was a blog-network. It was a struggle from Day 1, with wrong co-owners. One of them was my dad. It was a tough time in my life and choosing to leave the company was even harder. The day i wanted to leave I went there with Sally who was just born. I felt like it was going to be an unpleasant meeting (my dad wasn’t there but my other co-owners) so I actually recorded everything on my phone just in case. The meeting turned out worse than expected and I had the threats recorded and afterwards it turned into a legal process with a representative. Incredibly tough, it wasn’t your typical maternity leave.
Löwengrip Invest. Started in 2018, when I was 20. I had gathered quite a bit of money from my other companies so the goal was to be able to become my own bank and finance all my dreams and invest in others. My first investment was Natural Cycles. I became a part of it in the first year and today it’s worth a billion kronor. Today Löwengrip Invest is my holding company which means everything I own is in Löwengrip Invest. I own it to 100%.
Bella Shop AB. A quick attempt to re-brand Bellme in a new way. Went really badly.
A very talked-about cover
Egoboost Magazine AB. My own magazine! I couoldn’t let go of my dream to do an Oprah so I started Egoboost Magazine. For the first time I had a lot of employees, we were about 12 people and I did a lot of things wrong as a boss. But I was happy that I was there as a 20 year old and could make mistakes and learn from them. I lost over quarter of a million from my own pocket which was enormous sums for me back then.
Economista AB. After a year and a half with Egoboost Magazine I realised it was time to sell it and so I met a woman at IDG which is a publishing company. They were interested in buying me out. The person I met over coffee was called Pingis Hadenius. That coffee certainly resulted in something else entirely . A few months later Economista AB was on the go and we wrote a book with the same name and held lectures. We had a mutual interest in personal finance and had a passion for helping women become better at investing. We started a Facebook group which even today has 120 000 women who talk about stock and personal finance. Incredibly fun. The company still exists but is running slowly because of out other companies.
The book was a success!
Löwengrip Care & Color AB (Today Löwengrip Beauty AB). When we wrote the book Economista we spent a lot of time at Spas around the world and realised we should start a beauty brand. Well, from the beginning we were going to buy Face and we got far in the negotiations. But after 6 months we realised we can do the journey ourselves. With 25 000 kronor each we started a new AB. Today we have a turn around of 70-80 million kronor. We’ve expand an insane amount which is fantastic.
Flattered AB. A few months after we started the beauty company I became pregnant with Gillis and could not find any good indoor shoes. The rest is history and now flattered is a shoe company which is selling around the world, from shops in Hong Kong to Harrods. The turn around is around 20 million which is a lot for a brand in that price class. I’m not active in Flattered but Pingis and I are majority shareholders.
Nordic Tech House AB. This is Pingis, mine, Linus and Patrik’s accelerator company. We are a mix of a consultation agency and an investment company. We own between 10-20% of other companies and help them expand while we sell on. Today we are part-owners of Stylein, Fitness Collection, Cellaviva, Qurant, Guldkula Champagne, Brandbassador, Crypto Concinnity (block chain) and Hermine Hold. I can write an A4 about Nordic Tech House but that will have to be in a another post.
So that’s my entrepreneur -journey during the past 11 years (and I’ve become a mom to a to a 3-year-old and a 4,5 year old). But it’s now that we’ve laid the basic to scale up everything to a different level. Today we have an organisation where we can make that possible. Today our company group has a turn around of 125 million and we are providing salaries for ca 60 people.