Company Research Report: JOY

Company Overview

• Name: JOY

• Mission: JOY aims to create clothing that makes women feel beautiful and well, featuring modern clothes with timeless design and flattering fit that lasts over time and multiple seasons.

• Founded: The brand originally started in 1971 with its first store opening in Göteborg.

• Refounded: 2021, by new owners after a historical bankruptcy in 2020.

• Founders: The new iteration was founded by Åsa Parsmo, Anna Ullman Sersé, and Sofia Valentin.

• Key People:

• Anna Ullman Sersé - CEO, Co-owner

• Sofia Valentin - Sales & Marketing Manager, Co-owner

• Åsa Parsmo - Customer Experience Manager, Co-owner

• Maggie Karlsson - Purchasing, Pattern Making & Design Assistant

• Yvonne Ryding - Model & Ambassador, Co-owner

• Headquarters: The specific headquarters location is not mentioned, but they have shop locations in Vasag. 1, Sundbyberg and Kungsg. 18, Göteborg.

• Number of Employees: No information is available.

• Revenue: No information is available.

• Known For: JOY is known for providing high-quality, stylish, and durable women’s clothing that is designed to make women feel beautiful and confident.

Products

• Product Offering: JOY offers a range of clothing and accessories designed specifically for women.

Product High-Level Description

1. Brands:

• Alice Bizous: Targets more stylish, dramatic, and creative styles.

• Rosebud: Offers fashion fitting for romantic, natural, or classic styles.

• JOY Essential Items: Core items intended to form the foundational structure of a wardrobe that fits any style.

2. Key Features:

• Style Guidance: JOY provides stylist advice and style tests for customers to help define personal styles and suitable color palettes.

Recent Developments

• Recent Developments:

• JOY underwent a strategic relaunch in 2021, shifting to a digitally focused business model after its acquisition by new owners.

• The brand has opened new stores in Göteborg and Sundbyberg, aiming to reach the less digital customers.

• New Products Launched:

• No specific new products are listed, but the website includes offerings such as dresses, blouses, cardigans, and pants with modern and flattering designs.

• New Features Added to Existing Products:

• No information is available.

• New Partnerships:

• Jula Holding has become a shareholder in JOY, marking their entry into the fashion retail sector.

By refocusing on timeless, stylish clothing for women and strengthening its digital retail capabilities, JOY aims to reestablish itself as a key player in the Swedish fashion market.