In the summer of 2021, influencer and entrepreneur Sara Emilie Tandberg (31) launched her own clothing brand, Careless.
It didn’t take long for the new clothing brand to achieve great success, and on Thursday this week they reached another milestone. Careless then launched a new collection of swimwear both online and in physical stores. The new collection gained tremendous momentum in terms of numbers, and the clothing brand generated sales of over NOK 10 million in just twelve hours, according to a press release from the company.
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Tandberg herself tells Nettavisen that she had not expected such large numbers.
– It kind of never stopped. Of course I had faith that it would go well, but it certainly exceeded all expectations, says the 31-year-old.
Doubled the numbers
The influencer had a goal that they should reach five million in sales for this launch, but the goal was already reached after just under an hour. Tandberg reacts almost in disbelief at the good results when she talks to Nettavisen the following day.
– I would never have imagined that, those are really sick numbers, says Tandberg.
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The TV profile has had great success with its swimwear collections in the past, and can tell of a very good response. And the latest collection has contributed to Careless being on course to double its figures from last year – again.
– Swimwear has been our biggest drop every year since we started with it, says Tandberg.
The influencer still has big dreams for his clothing brand, and has a clear goal:
– The ambition is to become the new Cubus, says Tandberg.
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But despite great success, the clothing brand of the former “Bloggers” profile has been in trouble in the past. Last summer, several of the 31-year-old’s followers suspected that the clothes, which were apparently to be produced in Turkey, were actually produced in China. But Tandberg hits back at this once again:
– There was really no problem, there were misunderstandings. We had to get enough good information on the website, says Tandberg.
The Careless founder believes that people will always try to find fault, and that there will always be new things when you are in the spotlight as an influence.
– I have always been able to show in black and white that the allegations are not true, she adds.
– Very grateful
Tandberg does not take success lightly, and is very aware that it is a difficult time for many in the clothing industry.
– I’m very grateful. After all, this is a time when many are going bankrupt and struggling in the clothing industry, acknowledges the TV profile.
She can also say that several of the premises they have taken over for their physical stores are from other stores that have gone bankrupt.
But there is a lot of hard work behind the success, Tandberg himself is to be believed. And the hard work for the latest launch already started last year.
– It’s fun that the hard work pays off, I worked hard last year with everything that’s coming this year, says Tandberg.
The founder will open another new branch of Careless in June. It will be her sixth physical store, and will be located in Bergen.