Humbleton brings in new partners to expand globally.

2 April 2022 – Press release

Humbleton was founded in 2019 by entrepreneur Fredrik Montell who, among other things, started, ran and sold Brandson, a fast-growing marketing tech company. With extensive experience in both traditional and digital marketing, combined with a keen interest in racket sports, he saw a gap in the market for sportswear in padel, tennis and racket sports in general.

Montell wanted to create stylish sportswear with a good fit and quality, clothes that he wanted to wear himself. When the first collection was to be made, he enlisted the help of Caroline Lundqvist, an economist with an interest in padel, and Victoria Svanteson, who is now also a partner. Victoria has 20 years of solid experience in the clothing industry, from buyer to producer in the family-owned textile production company where she works today.

When they designed the first collection, they made both a men’s and a women’s collection and that is also one of Humbleton’s greatest strengths – to have equally strong collections for both men and women. The clothes have been very well received by the market and it is clear that they are here to stay.

To take Humbleton to the next level and grow globally, the company determined that it needed stronger owners with the experience, capital and resources to facilitate more effective expansion.

“We are very happy and grateful that the market likes our sportswear as much as we do. We want to take Humbleton to the next level and grow globally. To do this, we need expertise, resources and capital and we can now proudly present our new partners; Selected Brands Nordic AB, one of the leading distributors of international brands in clothing and footwear in the Nordic region for over 25 years, with brands such as Ugg, Lacoste, Paul Smith, Hackett, Castore, Napapijri and others. They will go in as majority owners. Concept and brand strategist Cecilia Hobik, who has run an advertising/PR agency and worked with fashion, concepts and stores/showrooms for almost 20 years, also joins as an operating partner.” says Fredrik Montell, founder of Humbleton.

“Selected Brands is currently making a major effort to build up our sports division and acquiring Humbleton is part of that effort. We will strengthen their distribution, sales organization and customer service but also take Humbleton into the international arena where we have many contacts and partners today”, says Anders Börve, CEO Selected Brands Nordic AB.

“I’m really looking forward to being part of the process of bringing Humbleton to 2.0. We will build major collections for both “On Court” and “Off Court”, preparing and developing Humbleton’s spirit for the global market”, says Cecilia Hobik, concept and creative co-owner.

For questions regarding the press release:

Fredrik Montell, Founder Humbleton
+46 73 502 06 05 /