Lindex invests in start-up – new underwear brand Closely

Lindex joins as partner in Closely, a new Swedish underwear brand for women. The partnership is part of Lindex's work to create new growth opportunities. Behind Closely are two of Sweden's best-known creatives, Tove Langseth and Filip Nilsson. 

Until last year, Tove Langseth was CEO of the advertising agency Nord DDB and Filip Nilsson has been Creative Director for more than 20 years at Forsman & Bodenfors, Sweden's largest advertising agency. Together they now launch the new underwear brand Closely, where Lindex joins as partner and investor from the start.

Our partnership with Closely is an exciting example of how we can create new business opportunities based on our strengths. Through an analysis of the global underwear market, we saw great potential for Tove’s and Philip's innovative idea. Lindex has a unique expertise in underwear and we look forward to joining Closely's journey with these two strong entrepreneurs”, says Lindex's CEO Susanne Ehnbåge. 

The launch of Closely is planned for the autumn 2020. It´s primarily a digital brand, but own showrooms are also included in the plans. 

“The idea is simply to create the world's best underwear. It may sound cocky but that's how we think. Furthermore, the boundary between underwear and sports is becoming increasingly fluid. We will have a small but uncompromised sports range right from the start”, says Tove Langseth. 

Filip Nilsson explains the background to the collaboration. 

About a year ago, together with Lindex, we did a deep dive into the global underwear market, and realised what a revolution this industry is facing in everything from retail to view of women and sustainability. It was impossible not to start sketching a new alternative”. 

Follow Closely’s journey on Instagram @closelyofficial and website 

For more information, please contact:

Kristina Hermansson
Corporate Communications Manager
Phone: 46 (0)31 739 50 70

Welcome to Lindex!
Lindex website uses cookies to provide the best possible user experience. If you continue without making any changes you allow this. Read more about cookies here Cookie Policy

Choose your language