"As a newcomer to marketplaces, Sello gave me reassurance regarding Zalando."

Robin Mostacero
CEO, Aim'n

Who are Aim'n?

aim'n is a company founded by women - for women.

Our great mission is to inspire and motivate women worldwide to believe in themselves and to identify and dare to follow their dreams.

We are a fundamentally value-driven, innovative, and fast-paced company that creates clothes and products with the aim of encouraging girls and women around the world to have an active lifestyle.

The company was founded in 2013 on the west coast in Halmstad by Tekla and Helen, two girls with big dreams. Based on dreams, aim'n was born, which in recent years has grown out of the garage at home at Tekla - into a global company with 75 employees and with training clothes that are worn today by almost 1 million customers worldwide.

We are driven by inspiring and motivating as many women worldwide as possible and how we can succeed in that in the best possible way - rather than being driven by turnover. Everything from our vision to objectives and processes is based on our core values; we want to make a positive difference in the world.

We put the culture within our company first and constantly focus on creating the absolute best conditions for a successful and prosperous team.

Why did you start with e-commerce?

It was actually an effect of us wanting to inspire and motivate women with products that they feel, comfortable, confident, and motivated by. It was the only obvious choice we saw.

Why did you decide to start selling on marketplaces?

We see enormous potential in marketplaces and have seen what has happened in other markets where single platforms take over a large part of the market. So we feel that we can't wait any longer now, so with Sello, our investment in marketplaces begins in earnest.

How did you find Sello and what made you choose Sello?

We actually looked around among all the available players and talked to five in the end before the choice fell on Sello.

The reason is a combination of things. But primarily for me as a decision maker are always the people you talk to. I got a good contact with Nils at Sello and quickly noticed that you had a modern and flexible platform. The flexibility to easily make customized changes for a customer is hugely important in order to be satisfied with the outcome, at the same time as that the platform needs to have a strong and stable foundation to stand on.

As a newcomer to marketplaces, Sello gave me reassurance regarding Zalando, which is the first platform we go live with. So the people combined with the technology felt very good.

What kind of challenges will Sello help you with?

That we should be able to quickly integrate with more marketplace players and scale up that part of the business. As soon as Zalando is live, we will take the next step immediately.

Would you recommend Sello to other e-tailers? If yes, why?

Absolutely, good and easy communication, very quick to do small changes. Sello clearly shows that it comes from a technical background but at the same time that it wants to make it easy for the customer. Transparent pricing.

Do you see any particular trends for marketplaces?

That their importance will grow strongly in the coming years. It's pretty stupid that everyone should drive traffic to each site, even though we love running our own site too.

How do you think e-commerce will change in the next few years?

I think more countries will have growing and fewer destinations to buy and sell products in the same way that Amazon has succeeded. It is also important that you become good at inspiring the customer on site in the same way as you can do online. I think there will be less focus on operations around e-commerce and more focus on the creative.

Do you have any tips for other e-tailers that you wish you had received before you started?

Always make sure you have written down goals for what you want to achieve and when you have done that, ensure you have a plan and strategy how to get there which is then followed up with clear actions with clear metrics to understand if you are getting closer or further away your goal or your dream.

Read and ponder Stephen R Covey's Seven Habits. If you master all or several of the seven points, you have a good chance of success. Invest in something you love to do, because it will require a huge sacrifice and rock-hard work. Grit alone isn't enough, you need to enjoy working much more than many others.

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