With fresh capital from its new owners, Houdini is moving into higher gear. Lotta Giorno Felice, the company’s founder, sold her stake in the Swedish outdoor underwear brand last year to existing managers and other investors who have funds as well as expertise in design and brand-building. The money has enabled the company to increase its payroll from 10 to 16 employees and to polish its brand presentation. It then struck a deal with an agent in Germany and is exploring openings in the Benelux. International sales made up only 15 percent of Houdini’s turnover of 16 million Swedish crown (€2.1m-$3.4m) last year, selling mainly in Norway, Denmark, Finland and Japan. The brand has been growing at high double-digit rates for several years, and the German deal should contribute to yet another jump of about 50 percent this year (more in our next regular issue).
