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SMILE.

Fast-growing e-commerce focused on sustainable children's outerwear!

SMILE has an e-commerce (www.smilebutiken.se) focused on outdoor clothing, and it's growing fast! Our customers are families who spend a lot of time outdoors. They want sustainable and functional clothes for their children. They love us because we have a greater knowledge of our products and listen better to what they want. Listening to our customers has made our company grow.

It all started with a store in Åkersberga, Sweden 11 years ago. Together with our customers, we take new steps every day. Become a partner in SMILE and you'll also get great discounts when shopping in your store!

Investor proposal

When you own shares for:
  • 5,000 SEK, you always have 10% discount on regular price
  • 10,000 SEK or more, you always have 20% discount on regular price

After our first campaign, we were able to expand the range, which has already yielded results. In August 2017, we traded 2.9 million SEK in our e-commerce. The forecast for 2017/2018 is 19.5 million SEK. In a few years we will be over 100 million SEK in annual sales.
Our valuation is discounted by 20%. Your investment allows us to expand the range at a higher rate and thus get faster growth!

B-shares

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 11 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. SMILE is the natural choice when you need to buy new outdoor clothes for your kids, regardless of what time of the year it is!

Team

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
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
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
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.
Therése Bergström avatar
Therése Bergström Sales representative
Therese was employed part-time in the fall of 2016 when we realized that the sales trend would continue. She has a background working with children and always maintains a very high level of service. She is responsible for the signage in our physical store.
Matilda Hatje avatar
Matilda Hatje Sales representative
Matilda has been working at SMILE for several years. She is very organized in everything she does and has a wonderful ability to get much done in a short period of time. Matilda really fits into our team.
  Lisa Lindström avatar
Lisa Lindström Social Media Manager
Lisa handles our ever-expanded social presence. She has many ideas and smart strategies for expanding our presence in social media and under her guidance we have gone from 2,300 to more than 27,500 followers on Facebook since the summer of 2016! Sometimes she also appears in the store. There is ... See more
Lisa handles our ever-expanded social presence. She has many ideas and smart strategies for expanding our presence in social media and under her guidance we have gone from 2,300 to more than 27,500 followers on Facebook since the summer of 2016! Sometimes she also appears in the store. There is only one way forward: "Think outside the box and walk straight into the future" , says Lisa. See less
Tony Thuden avatar
Tony Thuden Sales and backoffice
Adventurous Tony has a great knowledge of outdoor and other wonderful family adventures. Tony is incredibly enterprising and well organized. He does a great job of receiving deliveries, picking orders and sending packages.

Market

Target Market

We have customers mainly in Sweden, Finland, Denmark and Estonia. We plan for translated sites in Finland and Denmark shortly. The largest proportion of orders in our e-commerce is from consumers who live in Stockholm or its neighborhoods, where our brand is strongest. Our primary target group is families with children who spend a lot of time outdoors and who are interested in functional and durable outerwear. We want to be the obvious choice for customers who want to choose from a wide range of children's wear that has been selected with care for the children and the environment.

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 647 million, Sportamore are on the same level and Outnorth had a turnover of SEK 343 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

  • We are more focused on our customers
  • We have a better customer service and more satisfied customers
  • We listen better to our customers
  • We continuously adapt our entire product range to what our customers want

Because we know who our customer is, we can also easily find "lookalikes" to our existing customers to make them more. This way we drive our company and our "offer to customer" forward. Our customers inspire us and make sure we constantly understand what is the next step for our company.

Company revenue streams

  • Our e-commerce is the largest source of our revenue, 70% of sales for our broken fiscal year 2016/2017. For the next fiscal year, we estimate that 85% of the revenue comes from our e-commerce.
  • Our physical store in Åkersberga, 30% of sales and is frequented by regular customers and new customers who find us through our e-commerce.

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

  • In 2006 we opened our physical store in Åkersberga.
  • In 2015 we introduced a brand new responsive e-commerce.
  • In 2016 we launched our own brand SLASKIS.
  • In spring 2017, we for the first time offered our customers to invest and to "become a part of SMILE"
  • In August 2017, we took record when our e-commerce for the first time traded over 3 MSEK in one month.
  • In fall 2017, we once again offering customers and others to invest and to "become a part of SMILE" and to join our journey towards becoming the Nordic region's largest e-commerce for children's outerwear.

Next key objectives

In the fall / winter 2017 we focus on the development of our own brand SLASKIS. The collection will be bigger, the graphic profile will be developed and SLASKIS will be prepared for launch with its own e-commerce and profiling in social media in 2018 to 2019.

During the fall / winter 2017 we will also develop one more new brand.

In 2018 until 2019, the plan is also to start seriously establishing in Denmark and Finland with translated sites as well as Danish and Finnish customer service. The distribution will be from our warehouse in Åkersberga

Previous Financing

In spring 2017 we received investments of just over 1.3 MSEK. Our goal was to receive 3.5 MSEK. In autumn 2017, the goal is to raise additional investments for the remaining 2.2 MSEK.

Partnerships

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

Use of funds

The capital we receive through your investment enables us to expand our range at a higher rate, which in e-commerce is a very big success factor for growth.

  • 60% of the capital will be used to broaden the collection of external brands.
  • 40% of the capital will be used to broaden the collection of our own brand SLASKIS.

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 shares are always associated with risks. Changes and factors in the market that lie within or outside the company's control can have a negative impact on the company's earnings and financial position, so that the value of the company's shares decreases.
A risk to us, as we focus on outerwear, is that we may be adversely affected by weather-related causes such as a winter without snow or a summer without rain.
We counteract this risk by spreading out our delivery flow throughout the season and always have the opportunity to stop or change in incoming deliveries.