Back to portfolio
ICANIWILL
Launched in 2014 ICIW is a sports fashion brand with origins in CrossFit focused on quality and design, providing limited edition fitness apparel. The company utilizes highly effective online and social media marketing strategies, featuring limited editions and constant new product “drops”. ICANIWILL started as a post-it note on a bathroom mirror and is today a well-known workout brand for both men and women. ICANIWILL develops, manufactures and sells high-quality apparel with its own distinct design. The company initially sold its products solely through its own webshop with marketing through social media. Today the company has co-operations with well-established retailers like Stadium, SATS, nelly.com and other big retailers.
Sector
E-commerce
Business Model
B2C
Headquarters
Stockholm, Sweden
Fund/Vehicle
Ventures Fund I
Entry
2020
Status
Exited
Website
icaniwill.seRationale
In 2021, the European sportswear market was estimated to be worth about 77 billion U.S. dollars. This estimate is expected to grow considerably over the coming years, reaching a projected market value of just under 100 billion U.S. dollars by 2027. The Wellstreet team has much e-commerce experience and knowledge in brand building, in special for disruptive apparel companies. Wellstreet also supported with technical capabilities and co-built the first version of the company’s e-commerce platform in 2018.
ICIW has been an outstanding example of what disciplined, founder-led growth can achieve. We have worked closely with Anders and the team, as well as the Board, throughout this process, and we are very pleased with the outcome for our investors and for ICIW's continued journey. Finding a partner like RevolutionRace, with a strong operational platform and a genuine understanding of the D2C model, sets ICIW up well for its next chapter.
CEO & Partner
Results
In July 2026, ICIW was acquired by RVRC Holding AB (publ) ("RevolutionRace"), the Nasdaq Stockholm-listed outdoor and sportswear group. Under the agreement, RevolutionRace has acquired 90.1% of the shares in ICIW, with an option to acquire the remaining stake at a later stage.
Success factors
ICIW was founded in Sweden in 2012 by Gustaf Ollas and has, under the leadership of CEO Anders Wallstedt since 2018, grown into one of the Nordics' most recognised training apparel brands. Over the twelve months to 30 June 2026, the company reported net revenues of approximately SEK 470 million, a compound annual growth rate of roughly 37% since 2019, and an adjusted EBIT margin of around 16%. Wellstreet has been an investor in ICIW through its Ventures I fund.
Let's talk
If you’re building early and want involved partners, you can reach out through a short form. We ask for a brief description of what you’re working on and any relevant links.
Every submission is read by the team. If it’s a fit, we’ll follow up directly to continue the conversation.
