About us

    Minimarket is a contemporary women’s wear label, founded in Stockholm in 2006 by a trio of sisters. The twin sisters Jennifer and Pernilla Elvestedt would occasionally skip school to work in their sister Sofie’s diminutive clothing shop ‘Minimarket’ in the city’s south district – Södermalm. The siblings adopted the name for their burgeoning fashion label before they closed the shop to concentrate on expanding their brand.


    Shortly after establishing the brand, Minimarket was awarded with the H&M Best Newcomer of the Year Award 2007, and then the Best Designer of the Year Award by Elle Magazine 2010. Minimarket has also been nominated twice for Guldknappen by Damernas Värld, and to Danish Ginen.


    An sprawling mix of references is very typical for Minimarket’s collection themes. The label’s hallmark is its range of bold, vibrant prints that are created each season in house. A modern, fun approach to accessories has also helped cement Minimarket’s reputation internationally as one of Sweden’s most promising labels. All pieces of the collections are produced exclusively in Europe.

  • Austria


    Westbahnstraße 20,
    1070 Wien +43 660 2373680


    Sneakers n Stuff

    95, rue Réaumur

    75002 Paris


    Mulackstr. 12
    Berlin 10119
    +49 (0)30 240 489 94

     R7 33 AM Friedrichsring
    68161 Mannheim
    +49 621 86251064

    Sneakers n Stuff
    Schönhauser Allee 6
    10119 Berlin
    +49 30 44308208

    Oranienstr. 24
    Berlin 10999
    +49 30 616 511 19


    Grandpa Södermalm
    Södermannagatan 21
    116 40 Stockholm
    08-643 6080

    Grandpa Fridhemsgatan
    Fridhemsgatan 43
    112 46 Stockholm
    +46(08)-643 6081

    Grandpa Göteborg
    Vallgatan 3
    411 16 Göteborg
    031-711 7008

    Grandpa Stockholm
    Gamla Brogatan 32
    111 20 Stockholm
    08-441 18 43

    Sneakers n Stuff – www.sneakersnstuff.com
    Åsögatan 124
    116 24 Stockholm
    08-743 03 22

    Amazing Seven
    Farsta Torg 11
    123 47 Farsta
    08-724 44 77

    Kungsgatan 49
    903 26 Umeå
    090-14 14 15

    Mojo Independent Store
    Adelsgatan 36
    621 57 Visby Centrum
    0498-21 81 50

    Bomullsfabriken Nääs
    Spinnerivägen 1
    448 51 Tollered


    Åhlens city – www.ahlens.se/minimarket
    Klarabergsgatan 50
    Stockholm 111 21
    020-49 91 10


    90 Square Meters
    Badenerstrasse 175
    CH-­8003 Zürich
    +41(0)44 548 06 33

    Kari Kari Kleeb
    Kalkbreitestrasse 43
    Zürich 8003

    United Kingdom

    Sneakers n Stuff
    107-108 Shoreditch High Street
    E1 6JN London
    +44 20 3754 6443


    At Minimarket the concept of responsibility is a reoccurring theme amongst our production and sourcing ethics.

    Made in Europe
    We produce everything within Europe, and the factories we work with ensure a trustworthy environment for the creation of our clothes. We are proud to have worked with many of our factories since our start in 2006. Being in near distance to our suppliers, we maintain a close relationship with all people involved in our making of garments. Also, it limits our transport distance. To us, slow fashion is the future, therefore our products are made to last, in production ethics, quality and design.

    Toxic free coloring and recycled fibers
    Continuosly in our collections, we include our super soft cupro and tencel. Cupro is made of fibers left over from cotton production. Our cupro is dyed with non-chemical colorings and is certified toxic free. Tencel is a fiber produced from fast-growing, planted trees like Eucalyptus. When producing tencel, we also make use of recycled fibers.

    Suppliers with the same state of mind
    We source our fabrics from Italy, France and the UK, from suppliers that also take sustainability seriously. Each season we spend a lot of time to create prints linked to the theme, sometimes together with artists and illustrators. We are glad to have found a printing supplier who also appreciates the concept of responsibiliy. Here is some info on this supplier’s social activity plan, described by themselves;

    A company exists and produces better in a world where dignity at work is extended to the less fortunate classes.
    There are two types of interventions that characterize our commitment to the third world: humanitarian and entrepreneurial. Humanitarian aid is reflected in practical interventions to ease food emergencies, operations in the health field, and social and educational assistance. With regards to the entrepreneurial aspect, we contribute in creating professional initiatives in developing countries, incurring expenditure for the purchase of equipment, machinery, and material and involving technicians who are able to start up production processes within a community. Aid also consists in professional training courses and work introduction. We have contributed in fulfilling many projects in the following countries;
    Africa: Benin, Burundi, Congo, Ethiopia, Kenya, Lesotho, Mali, Central African Republic, Somalia, South Africa, Tanzania, Uganda, Zambia.
    Latin America: Argentina and Brazil.

    Climate compensation
    Our responsibility does not end with the product but continues with the way that we make sure they reach you. All international orders, to both stores and webshop customers are sent with UPS, and we compensate the climate impact of each shipment.