Hermine Hold
Hermine Hold is a Stockholm based brand of women's hair accessories sold mainly online. It designs claw clips, barrettes, scrunchies, silk scarves and caps with a Scandinavian design approach.
| Base | Stockholm, Sweden |
|---|---|
| Category | Women's hair accessories |
| Channel | Own online shop |
| Co-founder | Linus Kaasik |
| Website | herminehold.com |
What is Hermine Hold?
Hermine Hold is a Swedish accessories brand based in Stockholm that specialises in women's hair accessories. It describes itself as a premium brand aiming to shake up the category and help women add flair to their hairstyles, outfits and everyday lives, drawing on a Scandinavian mix of simplicity, art and a bold edge. All products are designed in Stockholm.
Products and positioning
The range covers a wide choice of styles, with more than 50 designs on offer:
- Claw clips, hair clips and barrettes
- Scrunchies and silk scarves
- Caps and beanies
- Gift sets
History
Hermine Hold grew as a Nordic online retailer of hair accessories. In December 2019 the company was restructured and recapitalised with a growth investment from Westhill Group alongside existing investors Nordic Tech House and Norberg-Hansen. Co-founder Linus Kaasik returned as chief executive, and Westhill partner Fredrik Holmvik became chairman, with plans to strengthen the Swedish market and expand across Europe.
Distribution
The brand sells primarily through its own online shop, which serves customers in Sweden and internationally.
Why it matters
Hermine Hold is an example of a digital native accessories brand that has built a focused category position in hair accessories, an area where design led labels compete directly with fast fashion retailers.
Frequently asked questions
Where is Hermine Hold from?
Hermine Hold is a Swedish brand based in Stockholm, where its products are designed.
What does Hermine Hold sell?
Hermine Hold sells women's hair accessories such as claw clips, barrettes, scrunchies and silk scarves, plus caps and beanies.