Swedish underwear delivery startup Lace Laboratory raises €1.8 million and launches in UK

Lace Laboratory a Stockholm-based startup making high-quality lace knickers for home delivery, today announces that it has raised €1.8 million. Investors include Jacob de Geer, founder of iZettle, Cristina Stenbeck, Swedish entrepreneur and investor, Susanna Campbell, investor and Director of the Board at Kinnevik, and Åsa Orbison, LA-based angel investor and marketeer. This latest investment brings the total funding to date to €2.5 million.

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.

Lace Laboratory was founded by Faye Flensburg and Felicia Lönnqvist in 2018. Since then, the company’s D2C-model has enabled its  rapid expansion with over 100,000 orders placed by customers in 39 markets across Europe. 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. Until now, the young company has been selling one style only, but in the autumn of 2021, it expanded its range with more styles, carefully designed in collaboration with its customers.

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. They all possess invaluable expertise and experience, and we know that this will help take Lace Laboratory to the next level. 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. The startup uses three types of lace, specifically developed for its products at its partner factory in Turkey. Key to the comfort and fit of its knickers is how the lace is expandable by up to 150% around the hips.