Swedish underwear delivery startup Lace Laboratory raises €1.8 million and launches in UK
Summary
The fresh capital will be used to accelerate the global expansion, with the UK as Lace Laboratory’s most recent market entry, product development, and growing the team. Key to the startup’s success has been its community-driven product development, where thousands of women get to have their say on the brand’s fits and colours. Faye Flensburg, CEO and co-founder of Lace Laboratory commented: “We are so proud to have the continued backing of our existing shareholders and to now welcome new investors on board. Our customers and community have been at the very core of shaping our offering and Felicia and I are really excited to now bring them along on this stage of our journey, together with our shareholders and brilliant team.” Jacob de Geer stated: “Retail is currently being disrupted and incumbents are desperately trying to adapt to a new reality but with limited success. Lace Laboratory is a highly niched female-founded company and one of the few that’s cracked the code and truly understands the future of retail.” Lace Laboratory’s products are made to bring maximum comfort, durability and breathability, while offering the most flattering fit regardless of the wearer’s body shape.