"Now, with simple maneuvering, we can centrally control sales on many marketplaces"

Oscar Gleisner
eCom Insight & Marketplace Manager, Underwear Sweden

Who are Underwear Sweden?

Underwear Sweden is a corporate merger of Abecita and Swegmark of Sweden, which are family-owned and Swedish brands that have been producing women's underwear since 1937, based in Borås. Our women's underwear is solid craftsmanship where the key words are durable underwear of high quality and function with a comfortable fit. Bras are produced in our own factories in Latvia. We are also licensed to produce, sell and market Salming Underwear.

Why did you start e-commerce?

Since historically we have almost exclusively worked with retailers, we chose to invest in our own e-commerce as it was the right time and completely in line with our growth goals.

Why did you decide to start selling on marketplaces?

We have ambitious goals for growth and therefore felt that marketplaces are an effective way to broaden our channel mix and reach more customers in exciting new locations.

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

After doing a solid preparatory work to find suitable tools to manage multiple marketplaces seamlessly, the choice landed on Sello because it suited our needs best.

What have been your biggest challenges with e-commerce and how has Sello been able to help you with these?

Working in several markets with several concepts has been time-consuming and therefore difficult to achieve the profitability ambitions we set. Here Sello will be essential as with simple maneuvering you can control sales on many marketplaces centrally through Sello's tools!

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

Indeed. With their professional and accommodating way of helping their customers, I had recommended Sello to other e-merchants who are interested in a flexible solution for managing Marketplaces.

Do you see any particular trends for marketplaces?

That it has become more and more relevant. Industry talk about marketplaces has really ramped up recently as it is a relatively easy way to broaden your visibility and enable growth.

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

After a couple of "drugged" years with the pandemic behind me, I think we will see a slight, continued decline on a broad front. But in the long term, I believe that the buying behavior of the average person has changed fundamentally and E-commerce will reach new heights with Marketplaces as a fairly central role.

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

Give things some time. Let a new establishment in a new market take some time and don't try to conquer the whole world in one year. The world of e-commerce moves fast, so it's important to keep up, but sometimes you also have to stop and take one thing at a time.

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© Sell-o AB 2022

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