Wellstreet Invests in DTC Brand Sisterly Tribe To Accelerate Global Growth

With HQ at Wellstreet & Friends, the company has raised SEK 4.5 million from Wellstreet and serial entrepreneur Alexander Hars
May 9, 2022
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Wellstreet Invests in DTC Brand Sisterly Tribe To Accelerate Global Growth

In just over a year, the Gothenburg-based yoga and wellness brand Sisterly Tribe has grown into one of Scandinavia's fastest-growing brands. In order to expand globally, the company has now raised SEK 4.5 million (approx $0.5 million) from Wellstreet and serial entrepreneur Alexander Hars.

Sisterly Tribe is a Swedish brand founded in 2020 where well-being, sustainability, and sisterhood are in focus. Behind the company is the founder Kristin Hars, former CCO at Bubbleroom with over 15 years of international experience within the fashion and retail industries.

The ambition of Sisterly Tribe is to build a global yogawear brand, where sustainability, sisterhood, and holistic well-being form the core of our DNA. We aim to build a value-driven brand that contributes to a better world, while we inspire women to live a life that makes them feel great both on the inside and out, says Kristin Hars, founder and CEO of Sisterly Tribe.

The brand has received great interest from customers around the world and has experienced growing pains. Just over a year after the start, sales have skyrocketed, both through its own e-commerce, as well as via external partners such as NK and yoga studios. 

Sisterly Tribe has now raised SEK 4.5 million (approx $0.5 million) in growth capital from Wellstreet and business angel Alexander Hars, who both have extensive experience in investing and building successful e-commerce companies such as ICIW, Power Woman, and Desenio.

Kristin is a textbook example of a driven entrepreneur who is passionate about sustainability and obsessed with customer experience. She single-handedly has managed to build a successful brand from her home. We look forward to being a part of Sisterly Tribe's continued success journey, says Jessica Rameau, partner and fund manager at Wellstreet.
I am proud and excited to join forces with Wellstreet and Alexander to help build Sisterly Tribe into a successful global brand. With the new capital, we will be able to recruit more people, increase brand awareness, and expand our product offering, Kristin Hars concludes.

Sisterly Tribe has moved its head office to the newly opened startup hub Wellstreet & Friends in central Gothenburg in connection with the investment. Sisterly Tribe predicts a tenfold growth of up to SEK 10 million over the next year.