Generating €5 Million in Online Sales through Sustainable Fashion with Kalle Sjöholm, Dedicated (episode 461)
Kalle Sjöholm is the eCommerce manager at Swedish fashion brand Dedicated. Founded as an environmental retail chain in 2006, Dedicated is now selling from 3 stores in Sweden, various retailers around the world, and globally via its Centra eCommerce store. In total they did sales of just under 10 million euros in 2022 about half via the eCommerce store.
Listen now for free:
Subscribe on your Favourite Podcast App
Dive in:
[04:27] Selling clothes with sustainability focus.
[06:44] Action over talk, prioritise sustainability in practice.
[09:36] Office team with production, design, eCommerce, and sustainability.
[13:34] Understanding the team and questioning the choice of platform.
[16:59] Season is important despite world instability.
[19:47] Collaboration key.
[23:08] Insights on brand structure and collaborations.
About Kalle
Kalle, the eCommerce Manager at Dedicated, got into eCommerce after working in the restaurant business. Since getting into the industry, he shares that eCommerce has become his passion.
The Dedicated Brand
- Based in Stockholm
- Sells worldwide
- With 700 retailers selling their products
For Kalle, selling through retailers is a complementary strategy to boost brand visibility alongside their eCommerce operations.
Sustainability Focus
Dedicated is committed to sustainability in fashion. They offer a wide range of clothing with a focus on people and the planet. Their approach involves fair working conditions, eco-friendly materials, and mindful shipping and packaging choices.
Kalle says sustainability is a continuous journey. He emphasizes the need to take real action rather than just talk about it. Dedicated aims to be a brand that genuinely makes a positive impact by implementing sustainable practices.
They are also improving communication to tell customers about their sustainability efforts and encourage conscious choices.
Team Structure
At Dedicated, the team consists of around 20 people at the office, divided into various departments. The eCommerce team is the largest, comprising seven to eight in-house members. While they handle core brand quality elements in-house, they outsource tasks that are more mechanical in nature.
The company also has a sustainability specialist. She does yearly reports and factory research, ensuring they make conscious choices in all they do. Sustainability is a collective responsibility, but this specialist focuses on maintaining and improving the brand’s sustainability efforts.
Plant Friday, not Black Friday
Dedicated takes a unique approach to Black Friday. They don’t participate in traditional Black Friday discounting.
Instead, they have their own initiative called “Plant Friday.” Throughout Black Friday week, they partner with an organization called One Tree Planted. For each order, trees are planted instead of giving discounts.
This approach aligns with their sustainability values and has been successful for several years.
Upcoming Collaborations
Kalle is excited about the upcoming season and has recently launched a new collection. They have significant partnerships coming up, like one with Nonviolence, an organization that works to reduce violence. This collaboration aims to raise awareness and contribute to positive social change.
Despite global challenges like inflation and conflict, they are optimistic about the season ahead.
eCommerce Book Top Tip
- Let My People Go Surfing: The Education of a Reluctant Businessman by Yvon Chouinard
eCommerce Traffic Top Tip
- Look into affiliate programs. It’s a low-risk channel where you only pay out when you see results. To find good affiliate partners, Kalle suggests collaborating with sites or brands that align with your business and already have an audience interested in your products. Collaborating with these partners can help you stand out in the affiliate marketing space.
Tool Top Tip
- Dedicated works with the company Hello Retail to automate the visual merchandising of products in their feed. This automation frees up team members for more valuable tasks.
Carbon Top Tip
- Focus on packaging. Dedicated ensures that all packaging is 100% recyclable and eco-friendly. They also educate customers on recycling practices to minimize harm to nature.
Interview Links
- Check out Dedicated
- Use the code MASTERPLAN to get 20% off on your Dedicated purchase
- TikTok
- Kalle on LinkedIn
*Thank you to Treyd for the guest recommendation!
Related episodes
- Championing Sustainability Through Seasonless Fashion with Lyndie Benson, Bleusalt (episode 434)
- Hiring for Growth: Market Conditions and Lean Teams with Andy Davies, Vertical Advantage (episode 455)
- Doubling Sales in a Year as a Fashion Brand with Stacey Grant-Canham, Black & Beech (episode 458)
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Connected Sourcing are your trusted procurement partner, specialising in connecting small and medium sized businesses with suppliers in Asia. Our services include product design, product sourcing, freight forwarding and legal services.
Contact us today for a Free 1-hour Consultation to see how Connected Sourcing can assist your business by increasing your bottom line and helping you grow.
Is your eShop facing hiccups? Want to boost sales without the tech headaches? Do you need clarity on what would best suit your eShop’s needs? Or you need a tech partner to help with addressing your business goals. Zitec’s Continuous Improvement Services is your answer. With over 20 years in eCommerce, we’re the experts in Magento, Symfony, and WordPress. We don’t just maintain; we transform.
Hear it from the pros: The Director at Beko says we’re all about “professionalism and genuine commitment to success.” And Brico Dépôt? They’re raving about our “flexibility and predictability.”
For a limited time, we’re offering a 15% discount on our tailored maintenance packages. But this is not about our maintenance packages as much as it is about your actual requirements. Let’s have a chat! Tell us what you’re looking for, and you can choose from our predefined package or we can provide tailored solutions to address your pain points. Don’t miss out on a partnership that’s proven to drive results. Ready to elevate your eShop game? Contact us!
Have you yet downloaded our ebook?
To celebrate reaching Episode 500 we’ve created an EPIC eCommerce success-focused ebook.
Packed with FIVE HUNDRED Top Tips about how to make your eCommerce store more profitable.
Featuring the advice of many, many past guests, alongside industry experts and many from you – our listeners.
Chloe has checked every single tip, and organised the whole thing into sections for you.
Making is super easy to dip and dip out and take inspiration as and when you need it.
This ebook needs to be sat on your desktop – or (even…) printed and sat on your desk.
Download your free copy right now
Full transcript to read & download:
Like to be a guest? Apply Here‘