Kalle Sjöholm is the eCommerce manager at Swedish fashion brand Dedicated. Founded as an environmental retail chain in 2006, Dedicated is now selling from 3 stores in Sweden, various retailers around the world, and globally via its Centra eCommerce store.

In total they did sales of just under 10 million euros in 2022 about half via the eCommerce store.

In this episode we discuss:

• How does Dedicated communicate their sustainability efforts?
• What is the significance of their "Plant Friday" initiative?
• What role does the wholesale aspect of business play in the overall sales strategy?
• New areas of sustainability
• … and how to not sound like your greenwashing

Time stamps:

[04:27] Selling clothes with sustainability focus.

[06:44] Action over talk, prioritise sustainability in practice.

[09:36] Office team with production, design, eCommerce, and sustainability.

[13:34] Understanding the team and questioning the choice of platform.

[16:59] Season is important despite world instability.

[19:47] Collaboration key.

[23:08] Insights on brand structure and collaborations.

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