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We are ready to open up our shop window to the world

Now our shop window is open to the world

It started with leopard-patterned training tights, a running top with the text "you have just been passed by a Power Woman" and zebra-patterned triathlon garments. Today, the growing company launches new collections each month – and its sights are set on the world.

One day, all of a sudden, the Stockholm School of Economics graduate and interior store owner Anna Wretling discovered an unoccupied spot in the market – the missing link between fashion and sports.

– I couldn't understand why training couldn't be made to be more glamorous. That I was questioned for switching from high heels on one day to competing in an Ironman the next provoked me. I wanted to make a point of it – of course it's possible to run a triathlon and still look great in leopard-patterned tights, says Anna.

What was initially an experiment has become a full-time job with an important purpose: to show and advance the enormous power of women.

– My company is scalable. I own the brand, the entire production and the customer base. My vision is boundless and my business model is therefore worldwide. Products are sold around the clock and the garments are not season-bound. In addition, the global potential is enormous and that's exciting, says Anna.

She built the first e-commerce website by herself for SEK 24,000, started producing prototypes, looked around for factories and materials, set up a company, made packing and customer service arrangements, tested products and finally sold the first garment. Sweden has since been something of her "trial market" where she quietly has been able to test her products on a decidedly demanding audience.

Swedish customers want the best possible quality without having to pay for it. So, if you are successful here you have great potential to succeed internationally, says Anna.

After budding slowly for a while, it is now time to appear – for real. Large investments have gone into a new website with more advanced ordering systems, while the warehouse has been expanded.

– We simply want to open our shop window to the world. We are ready, says Anna.

Read the full article in english here:

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Anna Wretling

Presskontakt Founder

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We are ready to open up our shop window to the world
  • We are ready to open up our shop window to the world
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  • We are ready to open up our shop window to the world
  • Licens: Medieanvändning
    Innehållet får laddas ner, användas och delas i olika mediekanaler av t.ex. journalister, bloggare, krönikörer, opinionsbildare etc., i syftet att förmedla, redogöra för och kommentera ert pressmeddelande, inlägg eller information, så länge innehållet används oförändrat och i dess helhet. Upphovsmannen ska anges i den omfattning och på det sätt god sed kräver (vilket bl.a. innebär att fotografer till bilder nästan alltid måste anges).
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Relaterat innehåll

The Extreme Athlete Who Walks Her Own Path

If you follow her on Instagram, you will see how she crawls up slopes, balances on bridges, tests ballet and does yoga exercises with her children. Ticking an Ironman off the list is only a part of the great training puzzle. – I was one out of seventeen women who reached the summit in the Norseman (the world's toughest extreme triathlon). It was something I'll never forget, says Anna.

​There's a Power Woman in Every Woman

Anna often describes herself as someone who always goes against the grain, and that she named her company PowerWoman surprised no one. – Power Woman is about being an independent woman, who stands up for what's hers. I want to spread this attitude through training and sportswear. For American women, this is already a lifestyle and their clothing reinforce who they already are.