History
The Boozt Group was founded in 2011 with the business model we know today. Present in the fashion & lifestyle sector, Boozt.com has become one of the leading e-commerce fashion & lifestyle companies in the Nordics. We focus on a curated selection of Scandinavian and international, contemporary and premium fashion & lifestyle brands for men, women, and children. All delivered with in-house developed technology.
The story of how a small fashion start-up grew to be a leading e-commerce company in the Nordics. And how overcoming the obstacles along the way have made us into a company with grit, determined to be the best online destination for our customers.
A company is born
It all began in 2007 when the company BZT Fashion AB was formed, with a strategy to conduct outsourced, online mono-brand fashion operations.
The name Boozt was chosen to illustrate the potential to boost the sales of brands by going online. In the beginning, everything was outsourced, from platform development to customer service. This turned out to be a catastrophe and Boozt almost went out-of-business.
Reset & Rebirth
In 2011 Boozt was just a small start up company run by 34 dedicated people from an old apartment building in central Malmö.
Boozt CEO, Hermann Haraldsson, was recruited to rebuild the company with the new strategy of running an in-house multi-brand webstore. Together with the new management team, that also joined Boozt during this time, they relaunched and changed the business model.
The new strategy also included building an integrated technology platform. This home-built system gave full control of our technology, value chain and customer experience.
New name, same people, better offering
As the company kept growing there was a need to expand the product offering. In 2014 Boozt shifts from fast fashion to premium brands, characterised by the onboarding of many strong brands. And in 2015, the name BZT Fashion is upgraded to Boozt Fashion.
Many new investments were made to give our customers an even better customer experience. This involved a strong and astute marketing push in the four Nordic countries, leading to very strong growth. Booztlet.com, our online fashion outlet store, launched 2015. And the following year we had the grand opening of the physical outlet store in Copenhagen.
Coming into our own
Every decision we make is shaped by a clear sense of purpose. Our journey has been anything but ordinary. Through every step, we've focused on staying true to our values and making space for thoughtful, lasting work.
We believe in simple ideas, strong relationships, and lasting impact. What began as a passion project has evolved into something more. We’re proud of where we’ve been and even more excited for what’s ahead.
