Odd Molly’s collections are based on a clear style concept with feminine, flattering and easy-to-wear clothes with high quality, color and pattern. Odd Molly’s clear style concept enables collections that survive trends and short-term fashion influences. An Odd Molly customer can feel confident that the garments are of high quality and last a long time – both in the fashion image and as a material. Odd Molly is driven by strong values ??and a desire for more girls to dare to go their own way, accompanied by the company’s muse Molly
In 2020, Odd Molly relaunched the well-established Hunkydory brand as part of the Group’s strategy of further strengthening its position as an international brand company. Hunkydory, and the concept “The lasting contemporary”, combines sustainability thinking with a modern trend sensitivity in an interesting and unique way, which distinguishes the brand from other fashion houses. The purpose of the concept is not only to create trendy, sustainable garments that can be used season after season, but also a desire to combine and connect fashion with music, film and architecture.
Used By is a digital trading platform that enables second-hand sales in the Fashion, Home and Baby & Child segments. At Used By, private individuals can place ads to market and sell their products and the company works to promote a culture in the clothing industry with recycling and reuse in focus. Through the acquisition of Used By 2019, the company further strengthened its sustainability focus and responds to the rapidly growing interest in circular consumption and sustainable fashion.