Merchsweden's CEO, Fredrik Rinaldo, about the company in BREAKIT

Fredrik Rinaldo, founder of Merchsweden , has successfully built his business through the strategic use of social media, especially Tiktok. After starting as a UF company in 2018, Merchsweden has grown to become a leading player in the sale of sneakers and clothing in the premium segment. One of the early successes came when the company was hit by a burglary; instead of seeing it as solely negative, Fredrik used the surveillance footage to create content on Tiktok, resulting in millions of views and a strong community.

In 2023, Merchsweden chose to focus on internal structure and efficiency, which led to a turnover of SEK 15.5 million and a profit of SEK 350,000. This was a conscious strategy to strengthen the business for the future. Fredrik Rinaldo comments: “We were not trying to break any sales records, but instead to build the business from within.”

For 2024, sales are expected to double to around SEK 33 million, with a forecast of the most profitable year yet. The company has also broadened its range to include clothing and vintage bags, in addition to sneakers.

A new venture is that Fredrik Rinaldo is now offering his social media expertise to other companies. He says: “The truth is that there is a code, a secret, how to succeed and really make a difference on Tiktok. I have cracked that code.”

To read more about Fredrik Rinaldo's journey and Merchsweden's successes, visit Breakit.