Noticing a gap in the market for a men’s premium dress shirt brand, Anton Lindh (MSc Finance with a Specialism in Corporate Finance, 2012) has launched his own high-quality fashion business with his girlfriend, Charlotta, which comes at an affordable price. Through the art of craftsmanship and the aim to be more sustainable, DELINDH offers a range of shirts with a Scandinavian style, which are completely made from materials approved by the largest cotton sustainability programme in the world, Better Cotton Initiative.
Find out more about Anton and DELINDH here:
Can you tell me about your time at Cass?
Through being granted the Dr. Tech. Marcus Wallenberg Scholarship, I was given the opportunity to study at Cass Business School on the MSc Finance program (class of 2011/2012). It was a truly amazing and rewarding time, both academically and personally. My time in London was very enriching in so many ways and I really enjoyed my time at Cass by getting the opportunity to learn from some of the best professors and students in the industry, as well as making friends for life. Academically, I very much appreciated the practical orientation of the courses and where professors came in with real life experience into the classroom, which made the studies much more vibrant and interesting for me as a student. I also felt my studies gave me a head start in my career and learnings for life, which I brought into my entrepreneurial path when co-founding my company DELINDH.
What happened after you graduated?
After Cass, I went into banking (the “mandatory” way like many of my fellow classmates) and did M&A for two years, followed by working at an investment fund, Proventus Capital Partners, for three years, both located in Stockholm. Following my enrolment in the financial industry I felt I wanted to try out what is was like at a real company and went into a mixed investor relations/business development role at a fast-growing gaming company. However, I always – since before and after my time at Cass – felt that I was going to become an entrepreneur one day and start my own company.
How did the idea of DELINDH come about?
During my time in the financial industry and as a major consumer of men’s dress shirts, I really felt that this segment was very divided and old fashioned – both in terms of the product offering and go to market model. Either there were low cost men’s dress shirt brands with low price tags and a quality level that really wasn’t made to last and wearing these shirts did not give the right feeling of being on top of the game for a workday. On the other hand, there were a number of premium brands, with great quality, feel and slick design but which came at a cost and a very high price tags, e.g. £180-200 for a white twill shirt, which made filling up the shirt wardrobe a very expensive (recurring) project. Both segments were also very old fashioned in their offering models, having a huge reliance on numerous middlemen in sales and production.
I was happy to share this view of the market with my girlfriend Charlotta, with a background from the textile and fashion industry. We saw a gap for a men’s premium dress shirt brand with a truly high-quality feel, which could focus on craftsmanship and offering a really simple and affordable process for the customer.
Therefore, we decided to sell our newly refurbished apartment in downtown Stockholm and quit our high paying jobs to go down the entrepreneurial (low cost living) life and to start our shirt brand DELINDH. Our idea, which we later came to materialize by launching DELINDH during the Christmas of 2019, was to offer high-quality and sustainable premium men’s dress shirts made with fair working conditions in Europe and to create shirts that were made to last a long time. A premium dress shirt in a modern Scandinavian design and at an accessible price point with sales only through our own e-commerce channel to deliver as much value as possible to the end customer. Our idea has always been to be very considerate by partnering up with only the best manufacturing partners in Europe with the right experience and understanding of the craftsmanship of making a men’s premium dress shirts. There are really only a handful of these manufacturing companies in the whole world and all are located in Europe. In addition, we have also been very selective with our materials and only used BCI (Better Cotton Initiative) certified long staple cotton from the US. All to deliver a sustainable premium men’s dress shirt with the highest possible quality and feeling for the end customer – all at an accessible price and only online.
What have been the biggest challenges?
I cannot point to one single obstacle, but things take time and are costlier than expected. In addition, there are many “unknowns”. Charlotta and I were starting a business for the first time ever and as it was a new venture, we had no external retailers or brands to rely on. Excel and spreadsheets are great tools (which I used a lot in the financial industry) but in real life, other parameters will also come into play and affect your strategy and operations – ultimately taking you more time than expected. Thus, facing challenges and overcoming them also prepares one better for future obstacles, in my opinion.
What has been the most rewarding experience?
Everything! As an entrepreneur you are facing so many challenges, ups and downs and different “roles” within the company, from logistics, product development to customer service. So, the most rewarding feeling is the positive responses and feedback from our customers (and all other supporters), which is the ultimate proof that our idea and business model is working – a truly great feeling! We have been very fortunate as DELINDH has had a great start and numerous customers have returned in such a short time span, which of course has been very rewarding.
Do you have any advice for anyone looking to follow in your footsteps?
This might come across as a bit cliché but just do it! Life is too short to wait for the perfect moment or timing for your idea. You must try your idea in real life to assess if it is working or not, as in the end the customer will decide – in a more fiercely competitive, fast phased and changing landscape than ever before.
I have never had such a steep learning curve before and I personally felt prepared by both my studies at Cass and the work experience I had had prior to co-founding DELINDH.