Revolutionrace, Sweden, Unicorn, Outdoor Apparel, Hiking Apparel, Outdoor Fashion, European Brands

Revolutionrace, Sweden

Pernilla Nyrensten Became The First Female Founding CEO On The Stockholm Stock Exchange Since Its Inception 160 Years Ago

Pernilla Nyrensten Became The First Female Founding CEO On The Stockholm Stock Exchange Since Its Inception 160 Years Ago

9/17/2021 6:03:00 PM

Pernilla Nyrensten Became The First Female Founding CEO On The Stockholm Stock Exchange Since Its Inception 160 Years Ago

Pernilla Nyrensten, CEO and founder of global outdoor clothing brand RevolutionRace (, recently published its first quarterly results as a listed company.

Nyrensten: We targeted 3 to 500 friends and families through paid ads on Facebook. I communicated with the customers in the same way I used to sell at my father's stores. It was the same tone of voice. It was authentic.I am obsessed with our customers' satisfaction. I asked many questions, and I listened to what our customers wanted. It was very organic, and our customers shared their opinions and started to follow us. 

Fox News anchor Neil Cavuto tests positive for Covid-19 Dick Vitale says he has lymphoma and will have chemotherapy Biden tells House Democrats tuition-free community college is out of economic package

Chan:How did you learn and overcome the retail operations, supply chain, and customer service challenges while building this brand from the ground up? Nyrensten: We first went to a Swedish agent since we didn't have production volume to go factory-direct. We only had enough money to fund one pair of pants to start the brand. I learned how to handle the production process with the Swedish agent. I tracked the dates in the calendar so they couldn't fool me if the production were slow or running late. I'm a quick learner, so all that stuff I handled by myself before I hired employees.

Chan:What was your breakthrough?Nyrensten: A Facebook ads manager asked to take our brand to the next level by doing movies like many other outdoor brands. We wanted to feature all of our pants' components and functionalities and better inform our customers of our product and the features. Since we didn't have a big production budget, we filmed the video ourselves using our phones. Our customers loved the authenticity of the video, and the video went viral.

It was a huge success. We discovered a life hack that became our best practice for online advertising, and we've been told that our 'do-it-yourself' style videos even inspired content creation strategies at Facebook's Silicon Valley HQ. 

Chan:What's next for your brand?Nyrensten: We rely on our data and customer reviews to predict next season's assortments. We think and create only long-term value, sustainable and multifunctional products. We think about how many times you can use the product. There is a gap in the market where other brands don't focus on the multi-functionality of the products.

We started in Sweden and the Nordic countries, and we grew into Germany and greater Europe. Today, Germany is the largest market for RevolutionRace, and we just launched on Amazon USA.Chan:The outdoor hiking activities have grown tremendously through Covid. Did you see your business ride with that wave? 

Nyrensten: This fiscal year, we grew by 132%. In Q4, which is April to June, we grew by 152%, and we saw many other e-commerce players losing sales. I believe because, at the early stage, all e-commerce players went up because of Covid, and then it was only later on when you could see who were the real category winners.

Mariah Carey Teams Up With Winklevoss Twins' Cryptocurrency Platform for Education Campaign Supreme Court won't block Maine order requiring vaccines for healthcare workers Aventura & Bad Bunny Top the Latin Airplay Chart With 'Volví'

Chan:How are you mitigating your global supply chain issues? Nyrensten: These things can be challenging for a company chasing new and re-ordered products. We have a running assortment strategy with 75% in-stock core products, which is helpful. We have also diversified our suppliers in multiple European and Asian countries. The hardest part is the new products because you need to figure out the volume. Fortunately, we are not impacted by seasonal fashion. The biggest problem is the lack of shipping containers.

Chan:What is the most critical part of your company culture?Nyrensten: We have an underdog culture where we fought to make every Krona count because we started with nothing. We have to believe in ourselves and succeed in what we do together, as a team.  

Chan:If you could go back in time, what would be that one piece of advice you would give to yourself knowing what you know today?Nyrensten: Believe in yourself and don't believe that the"experts" know all the answers because nobody does. Once, an"expert" told me that women can only do small businesses as a hobby and cannot build a successful business. I had to prove them wrong, so that's the essential part of the fight and success of the RevolutionRace. I believe in our gut feelings, and today we have a unicorn valuation of our company. I also think that women need to inspire and support each other. 

I loved the quote by the incredible Kamala Harris,"I may be the first, but I won't be the last." Read more: ForbesWomen »

Israeli scuba diver discovers ancient Crusader sword

Israeli archaeologists say a scuba diver has salvaged an ancient sword off the country's Mediterranean coast that experts say dates back to the Crusaders


Ginkgo Bioworks begins trading on the NYSE after completing SPAC mergerBoston-based Ginkgo Bioworks began trading on the New York Stock Exchange on Friday, becoming the latest company to close a SPAC merger and go public. thanks

Meet Mexico's first female master of tequilaBertha Gonzalez Nieves, co-founder and CEO of Tequila Casa Dragones, is the first female tequila master in the world.

Piers Morgan returns to pub he met Meghan as he thanks her after landing TV rolePiers Morgan said 'cheers Meghan' as he returned to the West London pub where he first met the Duchess of Sussex five years ago DailyMirror Repulsive , Daily Fail

Albania votes in its first female dominated governmentAlbania's parliament on Friday voted in the first cabinet to be dominated by women since the multi-party system was introduced 30 years ago.

On’s IPO Is A ‘Starting Line’ For The Fastest-Growing Athletic Shoe Brand In U.S.Launched in 2010 by Olivier Bernhard, Caspar Coppetti and David Allemann with the brand's unique CloudTec technology for running, the distinct outsole technology quickly caught on in the running community with the Cloud silhouette and the brand immediately expanded out of Switzerland. LOVE EACHOTHER! SHARE THE LOVE! wow Hayaalroumi187

Ron DeSantis' Press Secretary Has The Posting DiseaseHow Christina Pushaw, a 30-year-old conservative blogger, became the loudest pro-Ron voice online