Swedish fashion brand Stylein is on course for its best year so far and will move into footwear for the first time. The label, which celebrates its 25th anniversary this year, plans to launch its first shoes in spring 2027 as part of a wider growth plan. The news comes in a new statement from the company, which is driven by rising sales abroad.
The figures behind the expansion are strong. Stylein reported revenue of 54 million kronor in 2025, and the target for 2026 is 70 million kronor while also delivering a healthy profit. Most of the growth comes from international wholesale. In 2024 and 2025 the brand was stocked at Harrods, Liberty and Selfridges in London, and from next year it will appear in more department stores abroad, including United Arrows in Tokyo and Selfridges in Birmingham. This autumn it also enters Australia through the department store chain David Jones.
Its own channels are growing at the same time, both online and at the flagship store in Biblioteksstan in central Stockholm. Ulrika Fohgelberg Nordén, sales director and a partner in the company, said the overseas demand has been the most energising change in the brand’s history. “The international boom is perhaps the most inspiring development we have ever had,” she said, adding that it gives Stylein the chance to keep growing and to reach its customers around the world.
Founder and chief designer Elin Alemdar started Stylein in New York as a very young designer who, as she has put it, felt that anything was possible. She told ELLE earlier this year that the first logo was simply the name written on a napkin and scanned, and that it stayed in use for a decade. Looking ahead, she said she wants to bring the same courage she had then into the next 25 years. “Now it’s about continuing to bring out the courage I had back then,” she said.
The shoe launch is the first step in a broader plan to add new product categories, although the company has not yet said what the others will be. Details of the footwear, including styles and prices, are expected closer to the spring 2027 release, when the shoes will join the brand’s collections in its own store, online and with its international stockists. For a label that began with a hand-written logo, the move into a new category marks how far the business has grown in a quarter of a century.
