Swedish fashion brand Stylein turns 25 and has never done better. Norway is now the brand’s second-largest market. And founder Elin Alemdar knows exactly what she dreams of: her own store in central Oslo.
It all began on the floor of a small apartment in New York. There, a young Elin Alemdar sat laying the foundations for one of Scandinavia’s most consistent fashion brands. Today, the clothes hang in Harrods, Liberty and Selfridges. Last year, the company had a turnover of 54 million Swedish kronor.
– It’s an absolutely incredible feeling to think about how long ago it was. A very young and naive version of myself started Stylein in New York. I felt that anything was possible. Now it’s about finding that courage again. That’s the energy I want to bring into the next 25 years, says founder and head designer Elin Alemdar.
From Tokyo to Sydney
The growth comes primarily from international retailers. Order books for autumn/winter 2026 and pre-spring 2027 ended 60 per cent above the same period last year. This year, Stylein has moved into Harvey Nichols in Dubai and Doha, United Arrows in Tokyo and Stockmann in Finland. Selfridges in Birmingham is also on the list. This autumn, a whole new market awaits: Australia, through the department store chain David Jones. The target for 2026 is 70 million Swedish kronor.
The next chapter is about shoes. Stylein launches its first shoe in spring 2027, and more categories will follow. The US, however, will have to wait. Interest is high, but steep tariffs and logistical risk are making the company hold back.
– Of course it’s tempting. In a way, it would close the circle, since I started the company in New York. But sometimes you have to let things take their time, says Alemdar.
You’ll find the coat HERE (Adlink) and the wool jumper HERE (Adlink)
Norway at heart
For our readers, this success is hardly a surprise. Stylein’s clean cuts and understated elegance have long had a natural place in Norwegian wardrobes. The founder has certainly noticed.
– Norway is our second-largest market. I really love seeing that Norwegian women now know Stylein and wear it every day. Every time I visit Oslo and our retailers, I feel proud. Stylein has really cemented its place here, she says.
And she already has a clear dream:
– Right now I’m dreaming that one day we’ll open our own flagship store in central Oslo. That’s definitely in our plans, and we hope it becomes a reality. It’s so important to be able to show our brand in full.
We’re hoping Stylein suddenly pops up in Oslo, and we’ll of course keep you posted!