Indiska
Indiska is a family-owned Swedish fashion and interior brand founded in Stockholm in 1901 by Mathilda Hamilton. It sells womenswear, accessories and home products in a style it calls Bohemian Modern.
| Founded | 1901, Stockholm |
|---|---|
| Founder | Mathilda Hamilton |
| Style | Bohemian Modern |
| Stores | About 44 in Scandinavia |
| Website | indiska.com |
What is Indiska?
Indiska is a Swedish lifestyle brand offering fashion, accessories and interior products. It describes its style as Bohemian Modern and has long roots in importing goods from India.
History
Indiska was founded in 1901 in Stockholm by Mathilda Hamilton, who opened an Indian Exhibition store on Regeringsgatan. Key milestones include:
- 1951: Åke Thambert bought the shop and expanded imports of oriental goods
- 1970s: growth into a nationwide chain in Sweden
- 1990s: launch of a furniture collection and a partnership with Peace Trust supporting former child workers in India
- 2012: online store launched
- 2019 to 2021: launches on Zalando, AboutYou, Namshi and Westwing
Products and positioning
The range covers womenswear such as shirts and knitwear, accessories and jewellery, and home and interior products including furniture. Past collaborations include work with jewellery designer Jade Jagger.
Distribution
Indiska operates around 44 stores in Scandinavia and sells through its international website and third-party platforms, with Zalando the largest.
Why it matters
Indiska is one of the oldest fashion retailers in the Nordics, and its move from a store-led chain to a mix of own retail and marketplaces mirrors the wider shift in European mid-market fashion.
Frequently asked questions
Where is Indiska from?
Indiska is a Swedish brand founded in Stockholm in 1901.
What does Indiska sell?
Indiska sells womenswear, accessories, jewellery and home and interior products.