Influencer and entrepreneur Sara Emilie Tandberg’s clothing brand, Careless, reported a revenue of 146 million Norwegian kroner in 2023, marking a significant growth trajectory since the company’s 2021 launch.
Scaling Operations and Strategic Investment
Careless has transitioned from a startup to a substantial enterprise with approximately 60 employees. Tandberg told Nettavisen that while the company experienced rapid growth in its first two years—achieving nearly 20 million kroner in revenue and five million kroner in profit within the first 12 months—the current business strategy focuses on structural reinforcement.
This year, the company brought in a new investor to contribute specialized expertise. Tandberg noted that these internal investments, specifically the construction of a new headquarters and increased hiring, will likely result in a lower profit margin for the current fiscal year. She describes this as a calculated trade-off intended to secure long-term market stability and future profitability.
Balancing Professional and Personal Dynamics
In 2023, Vegard Skau Tjønnås, Tandberg’s fiancé, stepped into the role of daily leader for Careless AS. This transition has consolidated the couple’s professional and private lives. Tandberg characterizes their partnership as a complementary team effort, stating that their distinct strengths allow for effective decision-making.
According to Tandberg, Tjønnås manages the firm’s financial oversight, including budgets and numerical analysis, while she leads the creative direction. She describes this dynamic as a necessary balance, with Tjønnås often serving as the "brake" to her "gas," ensuring that creative risks are grounded in fiscal reality.
Navigating the Challenges of Rapid Growth
The rapid expansion of Careless has brought logistical and personal challenges. Tandberg acknowledged to Nettavisen that maintaining a boundary between being business partners, parents, and romantic partners is demanding.
The couple struggles to disconnect from work during off-hours, a challenge compounded by the responsibilities of caring for their infant child. To address this, they have scheduled a trip away from the business environment to attempt to establish better boundaries. Despite these pressures, Tandberg maintains that their shared investment in the company’s vision remains a stabilizing factor in their partnership.
Frequently Asked Questions
What is the current status of the Careless clothing brand?
Careless has grown from a 2021 startup to a company with 146 million kroner in revenue as of 2023, currently employing approximately 60 people.
Who manages the financial operations at Careless?
Why is the company reporting lower profit projections for the current year?
According to Tandberg, the company is prioritizing long-term growth by investing heavily in a new headquarters and expanding its staff, which impacts short-term profit margins.
What is the long-term goal for the brand?
Sara Emilie Tandberg has confirmed that the company is actively working toward the goal of becoming a larger entity than the established retailer Cubus.
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