The operations

Odd Molly has developed from a clothing brand for girls to an established lifestyle concept, from a design-driven company to a customer-centric business. The business model is flexible, the platform is solid and potential remains high. The aim is to develop the offering and grow on our own and together with the company’s current and prospective retailers and partners in both a physical and digital environment.

Odd Molly is investing its own sales channels alongside external retailers. Having our own sales channels gives us a better understanding of the customer and a better tool to shape the next successful collection.


Odd Molly has a unique style that is feminine, flattering and easy to wear. The key components are color, patterns and craftsmanship, which require a human touch. The goal is to develop innovative collections that reflect the brand’s soul and have commercial appeal.

The target group is girls of every age from different cultures – who want to feel good and look good.

The collection today is balanced between different product groups, between simpler and more decorative products, and between well-known and new items. Basically, having more products in lower price groups helps to drive sales, while the more detailed pieces strengthen the brand. Odd Molly’s clothing is positioned in the upper mid-price segment. The foundation is girls’ clothing and accessories, but the development opportunities as a lifestyle concept are great.

Sustainability factors into everything from basic materials and production, and the company continues to look for new, environmentally friendly alternatives. Everything must exude quality and feel natural. The main collection consists of clothing and accessories, and several product categories are being added to bolster the brand and drive sales.


Odd Molly has no production of its own and instead has its collections manufactured by selected suppliers in Asia, Africa and Europe. Because many items contain intricate, hand-sewn details, high demands are placed on suppliers. The choice of manufacturers is based on product quality and delivery performance, though ethical and environmental considerations are also a factor, and that production is economically viable. The supplier must follow the Fair Wear Foundation’s Code of Labour Practices and Odd Molly’s Quality Assurance & Chemical Agreement.


Odd Molly relies on a third-party provider to manage distribution. To reduce CO2 emissions as far as possible, Odd Molly’s first choice is to ship by sea or road from suppliers in Europe. If this isn’t possible, a combination of air and sea or air transports is used. Odd Molly always evaluates shipping alternatives to find the optimal solution. The aim is to minimize the number of shipments by air.


Odd Molly coordinates campaigns and offers across channels. Activities for club members are mainly designed to add value, including opportunities to view and buy new collections in advance, prior access to sales promotions, giveaways and other special offers. At the same time the customer club is a good tool for Odd Molly to analyze its target groups, their habits and preferences.

All marketing material is produced internally but adapted to local markets around the world in cooperation with each agent or distributor, which is then responsible for day-to-day branding in their market. Odd Molly markets through a number of channels, one of the most important of which is international fashion and home shows. The connection between physical stores, the web and social media is becoming more important. Odd Molly invested heavily in its digital presence during the year to reach Mollys of every generation – in both business development and social media. “Odd Molly’s Friends” help the company to spread joy and market the brand on social media, to reach a larger clientele and to personify the brand.


The majority Odd Molly’s sales are currently in Western Europe, primarily in Sweden, but with increasing interest in the brand in, among other markets, the US, where Odd Molly has a number of partner-owned stores. Odd Molly is sold almost everywhere, from specialized boutiques and trendy designer shops to well-known department stores. Sweden is Odd Molly’s first and largest market. Together with Germany, Switzerland, Finland and the US, the five largest markets accounted for about 88 percent (87) of total sales in 2017. In terms of growth, the focus is on markets where the company has the biggest potential to reach a strong position.


Its stores give Odd Molly an opportunity to showcase its collections in an atmosphere designed specifically for the brand. Odd Molly’s stores all share the same distinctive decor. We feel that physical stores better spotlight the lifestyle concept and give everyone involved a greater chance to increase sales. The Group’s own stores are complemented by shop-in-shops within other stores. At year-end there were a total of 18 Group-owned stores, including two outlets, as well as 27 shop-in-shops and six Odd Molly stores run by partners.


A steadily growing share of Odd Molly’s sales is through the web shop, which since its start in 2011 has produced very strong growth and high profitability. This is the Group’s fastest growing channel. Odd Molly’s web shop is open in every EU country as well as Switzerland, Norway, Australia and the US. While Sweden is the engine for the web shop’s strong performance, the focus is on developing mainly in Norway, Finland, Germany and the US. The digital platform is also a very good source of analysis, data and information on customer preferences and buying patterns.


The fact that Odd Molly’s products are high in quality and last are central to what we offer. The high quality is a big factor for Odd Molly’s loyal customer base.