Business in the Time of COVID: Nikben
Swedish resort wear newcomers, NIKBEN talk us through the ups and downs of navigating a small business amidst a global pandemic
As we are all too aware, the recent pandemic has been catastrophic for many people and businesses within the retail trade. We brace ourselves for further issues and the dreaded second spike.
However, there have been some positive signs to emerge from such negative roots, significantly the performance of younger, more agile businesses who have been able to pivot and adapt better than some longer-standing and well-established brands.
Swedish resort wear brand NIKBEN, is one such brand fortunate enough not to have experienced a dramatic falling apart of their business. “We have actually seen growth in the online business,” says NIKBEN co-founder Nicklas Abrahamsson. “Of course, like many other brands, we have had time to reflect over the last couple of months. Not only with regards to ourselves but also to the bigger retail picture.
“Honestly, I believe that in perhaps five years time, maybe even sooner, the physical retail situation is going to really struggle.”
Having managed to build an organic online growth with strong conversions, the NIKBEN team has seen more money being spent and a trend in people willing and wanting to purchase products to effectively treat themselves. “We’ve managed to double sales in comparison to last year, which is a huge up-side,” says co-founder Benjamin Lega.
With well-known names including Orlebar Brown, Vilebrequin and Ralph Lauren, NIKBEN throw themselves into the mix with edgier designs to sit alongside the more classic pieces. They’re also moving away from swimwear’s typically seasonal approach – understanding the north European mentality of needing to ‘get away’ to sunnier climates throughout the year. “We have both mid-to high end price products, but they are achievable,” says Lega, “I guess we are effectively selling a dream for people day-to-day, providing a product that can help them to realise that little bit of escapism.”
Having met initially back in 2006 in Marbella where Lega was designing a restaurant, it wouldn;t be until 2013 that Abrahamsson and Lega would discuss the idea of starting the NIKBEN business. “We started out with the simple idea of creating a new swimwear brand that was perhaps edgier and offered something different,” says Abrahamsson.
After realising that having complimentary products would enhance the NIKBEN label within a store environment, the brand started to look at the niche world of resort wear and the possibilities of additional product lines that could cement the brand name. “We simply needed more space where customers could experience the entire concept, we are pretty well-known for our prints and we believed that would give us more space,” says Lega “NIKBEN really flirts with streetwear and is a bit more edgy and we are also a unisex brand without having to shout about it.”
With NIKBEN’s wares being produced across Portugal, Poland, and Thailand, sustainability is also high on the brand’s agenda, with both swim shorts and packaging being made from discarded ocean plastics and other recycled or organic materials.
There is also a distinct focus on the packaging of their products. “We try to create nicely designed packaging like the recycled PVC bag that can be re-used either for keeping wet swimwear in or as a beach bag to carry and protect personal items,” Lega adds.
With distribution now in 40 countries, Sweden is the key market, holding 40% of the whole distribution, followed by North America UAE and Spain, NIKBEN presents two offers across two categories – the mid, classic playful and colourful and then the higher-end studio where perhaps less is considered more.
Fast forward to 2025 and NIKBEN hopes to have a recognisable market share in both the UK and the US “I think we would like to have an 80%-20% direct to consumer model with an online to physical retail ratio,” says Abrahamsson. “I would also like to see us established in women’s swimwear,” he adds.
