Stockholm-based sisters Kristin Viitanen and Lena Simlund set up SweetMini a few years ago, born from an urge to provide designs with a difference. “A lot of clothes available in the larger chains look pretty much the same,” says Viitanen. “We wanted something different: simple designs with sleeker patterns and more neutral colours. And you know, black is not only for boys!”
The sisters create their own designs and also import their favourite products from abroad for their online portal. The fast-growing company receives orders from customers in Sweden and countries as far away as Australia and Saudi Arabia. SweetMini also uses Instagram to find new designers and collaborators, and ofcourse to update its keen followers.