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SMILE.

Responsible shopping that make you SMILE

SMILE offers more models of children's outerwear than anyone else via a popular webshop and an established supply store in Stockholm. Our vision is to now build an online presence that will rule children's outerwear in the Nordics. SMILE has already begun this journey - we have a smart strategy, an experienced team and have built a solid reputation over the past ten years. Our loyal customers know that SMILE stands for knowledge, care for the environment and for offering an outstanding selection of the best brands to best suit our clients' needs. Join us on this journey of growth!

Investor proposal

E-commerce is growing and customers shop more often via mobile phones or tables, demanding quick and easy shopping and a wide selection of the only the best. With our established (and highly regarded) brand, expert team and rock solid strategies, SMILE has the power to become the largest online retailer of children's outerwear in the Nordic region.

Product

The problem this product solves

We want to give families a helping hand to navigate the jungle of children's outerwear. Alarming reports of toxins in children's clothing, demands on customer responsibility to choose climate friendly alternatives in combination with a muzzy market give parents more questions than answers. Parents we talk to are looking for child-friendly clothing that are comfortable to wear, made with sustainable materials and design, does not contain toxins and are produced with care for people and the environment. All brands have there own way of labelling and parents are left lost in the jungle of decisions.

How the product solves it

We are building the future online shopping experience, a webshop where we have selected the best and most thoughtful products for children. Join us in our strive for transparency from production and clear labeling. Together with our customers, we are stronger and can influence producers to prioritize production for a sustainable future. SMILE shows care. We use our knowledge. We want our customers to enjoy user-friendly children's outerwear with a good conscience.

Product features

The 10 years of business experience with SMILE as a physical store has given us unique market knowledge and good dialogue with our customers. With this background we now know what to do: we need to create a transparent and reliable webshop where our customers know that we present the best alternatives for their children. To meet the market we started to communicate about climate goals. We now know that with our knowledge and a larger range of products we will lead the market for children's outerwear. We will be the largest webshop for children's outerwear in the Nordic countries!

Product use cases

The seasons in the Nordic countries do put some extra requirements on our children's outerwear. The market is overflowing with brands and it's a jungle out there! SMILE will present the best alternatives, for playing in rain and snow, sunshine or on a cloudy day, and you know that SMILE already selected the best alternatives for the environment and responsible production.  

Team

Carina Toss avatar
Carina Toss COO, Founder and Owner
Carina Toss is the COO at SMILE. She likes when it's really busy. Maybe it's because of her extensive background from McDonalds where she was responsible for opening several new restaurants and introducing new concepts. She's the designer and developer of our own brand SLASKIS and is also in charge ... See more
Carina Toss is the COO at SMILE. She likes when it's really busy. Maybe it's because of her extensive background from McDonalds where she was responsible for opening several new restaurants and introducing new concepts. She's the designer and developer of our own brand SLASKIS and is also in charge of our most important work toward a more sustainable future. "We want the future to SMILE back at us", says Carina. See less
Andreas Weiss avatar
Andreas Weiss CEO, Founder and Owner
Andreas Weiss is the CEO of SMILE. He oversees finance as well as PR and marketing strategies and has great knowledge in e-commerce and business development. Andreas' vision as an entrepreneur is to create something, extraordinary. "Today it's not enough to have satisfied customers. Customers have be beyond impressed if ... See more
Andreas Weiss is the CEO of SMILE. He oversees finance as well as PR and marketing strategies and has great knowledge in e-commerce and business development. Andreas' vision as an entrepreneur is to create something, extraordinary. "Today it's not enough to have satisfied customers. Customers have be beyond impressed if you want them to continue to be your customers in the future", says Andreas. See less
Hanna Linderstål avatar
Hanna Linderstål Communication Strategy and PR
Hanna offers more than seventeen years of experience within digital marketing and communications, brand development and strategies. For the last ten years Hanna has worked as entrepreneur and senior communication strategy advisor. She joined SMILE in March 2016.
Ullis Niklasson avatar
Ullis Niklasson Operational manager E-commerce
Ullis has twenty years of experience in logistics and purchasing in large companies. She's the operational manager for our e-commerce platform and is leading the team in order picking and customer service. She's also responsible for the warehouse section and additions from suppliers. Ullis has worked at SMILE since 2011 ... See more
Ullis has twenty years of experience in logistics and purchasing in large companies. She's the operational manager for our e-commerce platform and is leading the team in order picking and customer service. She's also responsible for the warehouse section and additions from suppliers. Ullis has worked at SMILE since 2011 and knows our business from the inside out. See less
Therése Bergström avatar
Therése Bergström Sales representative
Therese is one of our newest employees. She was hired in the fall of 2016, when we realized that the sales growth would continue. She has a background in working with children and always keep a very high service level as she helps our customers choose the right clothes. She ... See more
Therese is one of our newest employees. She was hired in the fall of 2016, when we realized that the sales growth would continue. She has a background in working with children and always keep a very high service level as she helps our customers choose the right clothes. She is in charge of signage and branding in our physical store. See less
Matilda Hatje avatar
Matilda Hatje Sales representative
Matilda has worked part-time at SMILE for several years and has now been hired full-time to join our journey to becoming Sweden's largest online store in our niche of children's outerwear. She is very organised in everything she does and has the wonderful ability of getting a lot done in ... See more
Matilda has worked part-time at SMILE for several years and has now been hired full-time to join our journey to becoming Sweden's largest online store in our niche of children's outerwear. She is very organised in everything she does and has the wonderful ability of getting a lot done in a short time. Matilda really fits into our team. See less
Lisa Lindström avatar
Lisa Lindström Social Media Manager
Lisa manages our constantly developing social presence. She has many ideas and smart strategies for how to expand our online persona and under her guidance we have gone from 2,300 to more than 21,000 followers on Facebook since last summer! Lisa's goal is that to get us to 100,000 followers ... See more
Lisa manages our constantly developing social presence. She has many ideas and smart strategies for how to expand our online persona and under her guidance we have gone from 2,300 to more than 21,000 followers on Facebook since last summer! Lisa's goal is that to get us to 100,000 followers on Facebook by the end of 2017. There is only one way forward: "Think outside the box and walk straight into the future". See less

Market

Target Market

The e-commerce market in Sweden had a turnover of more than SEK 57 billion in 2016. Over 65% of Swedes shop online every month and according to the Swedish trade digital commerce report, 35% of the purchases are clothes/shoes. Our first target is to focus on taking the role as the largest online shop for children's outerwear in the market in Stockholm. Stockholm is a market of one million people and 17% are children. We want to be the top of mind choice for children's outerwear.

Competitive landscape

There are several examples of competitors in the children's outerware market, but some we that identified are Jollyroom that last year had a turnover of SEK 700 million, Sportamore are on the same level and Outnorth had a turnover between SEK 300-400 million. This shows a great potential in the market and we do believe that SMILE has a different concept. We do believe we can add attractive value with our strategy. 

Unique differentiator from competitors

SMILE offers more models of children's outerwear than anyone else via a popular webshop and an established supply store in Stockholm. Now the vision is to take the next step and build an online force that will rule children's outerwear in the Nordics. SMILE has already begun this journey - we have a solid strategy, an experienced team and have built a solid reputation over the past ten years. Our loyal customers know that SMILE stands for knowledge, care for the environment and for offering an outstanding selection of the best brands to best suit our clients' needs.

Company revenue streams

There is a clear link between increased revenue/more business and a reduced cost of management. Today we have two different sources of income.

  • Our e-commerce is the largest source of income (about 65-70% of sales in 2017) where most of the sales are in our own online store, but also through different marketplaces we cooperate with. In 2018 we believe that about 80% of sales come from our online store.
  • Our physical store in Stockholm (Åkersberga) is a local store that is visited by loyal customers who find our online store.

Product/service distribution

The order is placed in the webshop, packed in our warehouse store in Åkersberga and posted via mail. Quick handling from first contact, to the ordering process and to delivery is important for our customers.

Execution

Previous milestones/traction

  • 2006 we opened a physical store in Stockholm (Åkersberga)
  • 2010 we launched the first version of the webshop
  • 2016 we designed and introduced a brand new responsive online store
  • 2016 we launched the own brand SLASKIS in our niche children's outerwear
  • And now in 2017 we invite you, our customers, friends and strangers who believe in us and support our mission to join our journey to success

Next key objectives

Over the next two years, SMILE's main goal is to be the first choice for children's outerwear in Stockholm. This is not only a question about size, it's also a brand challenge.

Next we want to start our own distribution in the area, with our own delivery team using climate-friendly electric cars. The drivers will have knowledge of our products and will travel with alternative sizes of ordered products to better help our customers find what they need.

The third focus is to become established in Denmark, Finland and Estonia where we already show growth.

Previous Financing

Until now, SMILE has been completely self-financed by the founders.

Partnerships

We have collaborations with Fyndiq and CDON Marketplace etc. who are resellers of our products. So far these collaborations have helped new customers find us online - and we have found that many of them return for more!

Use of funds

We will use the funded capital to continue our expansion with our e-commerce:

  • Broaden the product range 50%. Continue to develop our own brand "SLASKIS" Add new brands to complement our existing product range and strengthen our position as the leding webshop for children's outerwear.

  • Web development/design 30%. Improve the shopping experience in the webshop. A new digital filtering function is already under development. Launch a digital magazine that present a mix of knowledge and sustainability with inspiration from SMILE.

  • Social media 20%. Today SMILE have over 21 000 followers on Facebook and will continue to strengthen our social presence.



Industry Certifications/Awards

We are certified by Trygg E-handel. Trygg E-handel helps consumers choose the right online store that meets their requirements for proper purchase terms and compliance.

Return on Investment

We are planning a listing of SMILEa AB at a Swedish stock exchange for small cap or market place in 2-3 years. In connection with the listing, a new rights issue are made, with a potential value around 60-70 million SEK. SMILEa AB will until that time not to make any dividends, the priority is a continued high growth. Busniess growth will be the priority and out goal is to reach a revenue of 150-200 million SEK in 5-6 years. That is 8-11  times the value of today.


Risk Analysis

Ownership and investment in equities are always associated with risks.
Changes and factors in the market that are within or outside the company's control can have a negative effect on the company's earnings and financial position, so that the value of the company's shares decreases.
Our brand's stability and reputation are crucial to customers' confidence in SMILE and our customers are the foundation of our existence.