Bridging fashion and sports – unlocking growth


Lynxeye helped the fashion and sports brand J.Lindeberg find an influential global target group, identify the business opportunity it presents, and craft a brand strategy to unlock growth.


The Scandinavian fashion house J.Lindeberg was founded in Stockholm in 1996 with the vision to build an international brand for progressive and aware consumers. The brand quickly gained popularity both in Sweden and internationally. The product range has increased through the years, including a full range of menswear and womenswear for golf, racket and outdoor.

In the last few years, J.Lindeberg has undertaken major shifts with a new ownership and management team. With that came the new objective of growing into the world’s no. 1 brand spanning fashion and sports. The ambition was to make a permanent and clear strategic shift that would secure long-term relevance for customers and deliver increased revenue in the near future.

—I like that Lynxeye challenged us. Even with our company values, where we thought we were done, you really helped us push it to the next level. Hans-Christian Meyer, CEO J.Lindeberg


Lynxeye provided J.Lindeberg with increased market landscape understanding by uncovering new insights about its selected core target group. Future growth opportunities could be identified and quantified, and a sharper, purpose-driven brand strategy was developed.


  • Consumer segmentation and selection of target group
  • Growth opportunity mapping and sizing
  • Brand strategy including brand purpose
  • Implementation through initiatives for growth
  • Conceptual visualizations of strategic work


Hands-on co-creation and close collaboration with the client was the key success factor in this project. The project spanned across 4 months and covered market research, quantitative surveys, segmentation, targeting strategy, brand strategy and initiatives for growth.

12 workshops were held with participants across geographies and roles. 2,000+ quantitative research data points were analysed to create market segmentation and uncover customer insights.

J.Lindeberg will immediately start implementing its new strategy and acting on growth initiatives in 2022, aiming to quadruple its turnover in the coming years.

—This is our soul. We have been in search for the last 10 years and now we can clearly see who we are and where we are going. It is a compass that we can use in everything we do. Mads Thisted, Global Sales Director J.Lindeberg



Want to know more? Talk to us about our work for J.Lindeberg, for other fashion companies, or what we can do for your business.

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