Aim’n hits SEK 500m in 2025 as it moves away from influencer marketing

Swedish company Aim’n is going from strength to strength. The westcoast-based (city of Halmstad) company, which since 2014 has been designing and manufacturing clothing for active women who practice everything from yoga to alpine skiing, had a turnover of SEK 443 million (€40.3m) in 2024 with a profit of SEK 28 million (€2.5m) after tax. The company’s sales consist of sales through several channels, with its own e-commerce accounting for the largest share, followed by sales through retailers, its own stores and marketplace. 60 percent of the sales are outside Sweden. The company is now focusing on continued growth with a focus on omni-channel sales and an even broader range of products in several new categories.

According to the company’s CEO, Robin Mostacero, the current success is due to a handful of strategic measures taken in 2022, when the coronavirus pandemic was over and the company’s sales were declining. After a challenging 2022, Aim’n has shown strong development with steady growth of at least 25 percent per year.

We spoke with Mostacero to find out what the future holds for the company.

SGI Europe: How did you manage to have such a good 2024, which is continuing this year?

Mostacero: In 2023, we reviewed our entire strategy, particularly in terms of our marketing, our product range, and our team. In terms of marketing, we switched from using many influencers to essentially completely moving away from that type of marketing on social media. Instead, we built our offering around our products and created new content around them.

We also needed to review our team, which at its peak had 76 full-time employees. As we identified significant overcapacity, we unfortunately had to reduce the team’s size. At the same time, this allowed us to improve efficiency within the company.

We also redesigned our touch points, both online and in physical retail. A new website design, a new concept in our stores, and closer collaboration with our retailers created a new and improved experience for our customers. We have also transitioned from a short-term to a long-term approach, shifting from offering discount codes on social media to focusing on providing quality products at full price, which has proven very effective in 2024. We create products that our customers love and really want to buy, rather than triggering them through short-term activities.

[It has. Aim Apparel AB’s turnover increased from SEK 356 million in 2023 to SEK 443 million (€40.3m) in 2024. In addition, pre-tax profit more than doubled, from SEK 11 million in 2023 to SEK 28 million (€2.5m) in 2024.]

What do you think sales/profits will be after 2025 if the trend you see continues?

We have started 2025 strongly with 30 percent growth compared to 2024 and significantly improved profitability during the year, so we are aiming to beat 2024 in both sales and profits.

You mentioned the product range. How have you changed it to meet demand and achieve even better sales going forward?

Since its inception, Aim’s focus has been on motivating women who exercise, both indoors and outdoors. Our renewed product range strategy has enabled us to broaden our offerings in certain categories, including outerwear. This expansion allows us to provide a wider range of products for various activities and seasons, where fashion meets function – one of our key USPs.

Can you reveal any new products or categories for 2026 that will be important for you?

Next year, we will be adding garments for two new activities, which is very exciting. It’s too far in the future to say more, although it’s not too difficult to guess what it might be if you look at what we have today. However, I can mention that we are launching our third skiwear collection this October. Skiwear is quite technically difficult to produce, but our in-house design team, led by our founder, Tekla [Acs], has done a great job. The winter collection is growing every year and is becoming increasingly important for us in terms of sales. 

What is your focus going forward in terms of your sales channels?

We intend to continue with omnichannel sales. We have our own e-commerce, which we will continue to focus on, as well as our seven own stores in Sweden, Norway and New Zealand, which we operate ourselves. Additionally, we are actively working with our resellers, who are crucial to us. We have over 200 doors offering Aim’n around the world.

You have also been working with marketplace sales for a while, such as with Asos, among others?

Yes, that’s right, and it works well. Asos is a large and strong player in markets where we have historically been weaker through our own e-commerce, and we are also available at Decathlon in Germany and France. In the marketplace, it’s very much about finding the gaps where our partner doesn’t have products that we can offer. Here, we have been successful with our technical jackets or our sports bras, for example, rather than yet another pair of black training pants.

Aim’n is popular both at home and abroad. What are your plans for the various markets going forward?

Yes, right now, 30-40 percent of our sales are in Sweden. After Sweden, Germany, Norway and the Netherlands are very important to us. We are also a bit special in that we have become so strong in New Zealand, mainly because one of our founders moved there a few years ago, which meant that New Zealand eventually accounted for 30 percent of sales. Today, New Zealand and Australia account for more like 10 percent of our total sales.

What is it like to have such a strong interest in a brand with such a large geographical distance between Sweden and New Zealand?

It’s special because we have to think about two seasons at the same time. When it’s summer in Europe, it’s winter in New Zealand. Not as intense a winter as in Europe, but almost.