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~ Chiquelle ~

PURE FASHION,

FOLLOWING

ULTRA-FAST

TRENDS

Text: Nico Hoeijmans // Photos: Chiquelle

It is one of the fastest-growing fashion companies of the Nordics: Chiquelle. The fashion
brand, based on e-commerce and digitalisation, designs and produces fashion for women
between the ages of 16-30. We talk to Pouya Boland, CEO and co-founder of Chiquelle, to
talk about the growth of the brand and its international ambitions.

nline fashion brand, Chiquelle, was founded tomers, fans and followers, where we show whatever happens
in 2012 in Stockholm, Sweden. It has since at the company and brand, in productions, behind the scenes
Oexpanded into Europe, the United States on photo shoots and major projects. We are giving value back
and other countries worldwide. The company’s ideas to the followers we have,” explains Boland.
were not just to create a local brand but to create and
establish an international, exclusive fashion brand. Influencers play a major role in the company’s marketing
“We wanted Chiquelle to be available for whoever strategy as well. “While we work with different types and
is interested in the latest trends and quality fashion categories of influencers, we especially like micro-influencers.
products worldwide,” says Boland. They are authentic and not too commercial. They are still on
point, and that is what matters. That is why we love working
Social strategy with them. They provide us with a medium to show off the
Starting a global brand requires a well thought out strategy. latest trends, as we are launching weekly collections based on
If said strategy is successful, the sky is the limit. Six awards these trends, colours and fabrics in the fashion industry.”
later, the company is flourishing and growing, without the
help of external capital or investors. Pop-up
As central marketing focuses on the online channels,
Social media plays a crucial role in Chiquelle’s strategy. Chiquelle is able to create hype around its offline activities.
Instagram is an especially critical channel. “We see our social “We produce and design all of our products ourselves, and
media accounts on Instagram as inspiration for the customers we are the only channel selling them as well. We do not use
we have. It is more than just a sales and marketing account. marketplaces or resellers. As the popularity of our prod-
We provide the latest trends, show the newest outfits. It is a ucts has grown, we have realised that a unique selling point
place where we literally interact with, engage and involve our (USP) could bring a lot of power to our offline strategy. On a
customers. It is a connection we have created with our cus- regular basis, we open a temporary pop-up store. It is actually

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