Ridestore
Retailer / private label
UnclaimedRidestore AB is a Swedish digital retailer and owner of in-house snow-sports apparel brands.
Last updated August 31, 2026
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Overview
Ridestore AB is a Swedish online retailer focused on snowboarding, skiing, and outdoor sports apparel. The privately held business was founded in 2006 by brothers Linus and Emil Hellberg. It began in Trollhättan, where Linus Hellberg started importing outdoor clothing from the United States that was not widely available through Swedish online retailers. After leaving school to work on the business full time, he was joined by his brother Emil, and the company developed from a small cross-border e-commerce operation into an international specialist retailer. Ridestore initially sold products from imported third-party outdoor brands. Its business model later shifted toward the development and direct sale of proprietary labels. In 2008, the company introduced Dope Snow, a snowboarding apparel brand. In 2016, it expanded its owned-brand portfolio with Montec, which is principally associated with ski apparel. Both brands operate dedicated online storefronts and are sold through Ridestore's digital commerce infrastructure. The in-house portfolio gives Ridestore greater control over product design, merchandising, pricing, marketing, and customer relationships than a conventional multi-brand retailer. The company's core assortment includes snowboard jackets and trousers, ski clothing, technical outerwear, base and mid layers, gloves, accessories, and related outdoor apparel. Its commercial approach is digitally native: localized websites serve customers in multiple countries, while social media, online advertising, athlete partnerships, and brand-specific content support customer acquisition. Ridestore has also used technology in the shopping and product-development process. A sizing recommendation system supplied by Fit Analytics is intended to help customers select appropriate sizes and reduce returns. The company has used three-dimensional garment visualization software from CLO Virtual Fashion to improve design workflows and reduce reliance on physical prototypes. Ridestore's international reach includes markets across Europe as well as North America, Japan, Australia, and New Zealand. In 2020, it acquired the United States and Canadian trademark rights for Dope Snow, strengthening its control over that brand in two important snow-sports markets. The company has promoted its labels through athlete relationships, including sponsorship of freestyle skier Jesper Tjäder through Dope Snow. Sustainability and circularity have become additional elements of Ridestore's operating model. The company has moved from plastic toward paper-based packaging and, together with textile-recycling organization Texaid, established Ridestore Renewed. The program sorts defective, returned, or otherwise unsellable garments for refurbishment and resale where feasible, while directing other items toward recycling or reuse channels. Company-reported material states that approximately 11,000 products had been sold through the Renewed platform. Since 2023, Ridestore has been a bluesign system partner, connecting parts of its textile activity with industry standards concerning chemical safety and environmental management. Ridestore has received recognition in Swedish and German retail and e-commerce contexts. It appeared among Sweden's leading e-commerce companies in an Internetworld ranking in 2017, its German website was included in Computer Bild's Trend Shop 2021 selection for Sports & Outdoor, and it received a 2023 Market Award in Sweden's Sports and Leisure category. The company reported approximately SEK 1.16 billion in annual net sales for 2023, according to the cited Wikipedia summary. Ridestore remains an active, privately held specialist retailer whose identity is closely linked to its direct-to-consumer snow-sports brands, international web operations, and digitally managed apparel business.
History
Ridestore was established in 2006 in Trollhättan, Sweden, by brothers Linus and Emil Hellberg. The company's initial opportunity came from the limited availability of certain American outdoor apparel brands through Swedish online retailers. Linus began importing those products while working from his parents' home and left school to concentrate on the venture. Emil subsequently joined him, helping turn the early operation into a broader online retail business. The company first operated primarily as a retailer of imported outdoor clothing. Its major strategic development was the creation of proprietary brands. In 2008, Ridestore launched Dope Snow, giving it an owned label centered on snowboarding apparel. The launch enabled the company to participate directly in product design and brand building rather than relying only on third-party merchandise. In 2016, Ridestore introduced Montec, expanding its proprietary offer into ski apparel and creating a second brand with its own identity and web presence. Ridestore's growth was supported by localization and international e-commerce. It developed country-specific websites and expanded beyond Sweden into European markets, North America, Japan, Australia, and New Zealand. Its digital marketing activity has included social-media publishing, paid digital advertising, and collaborations with professional athletes. Dope Snow, for example, has sponsored freestyle skier Jesper Tjäder. In 2017, the company was included in an Internetworld list of Sweden's top 100 e-commerce companies, reflecting its visibility in the country's online retail sector. Brand control in North America became more significant in 2020, when Ridestore acquired the trademark rights to Dope Snow in the United States and Canada. That year, the company's German website was also included in Computer Bild's Trend Shop 2021 list for Sports & Outdoor. These developments reflected the importance of localized international storefronts and owned intellectual property in Ridestore's expansion. The company has invested in operational tools designed for online apparel retail. Fit Analytics sizing recommendations are used to help shoppers select sizes and potentially reduce return rates. Ridestore has also used CLO Virtual Fashion's three-dimensional garment visualization technology in product development. Such tools can reduce the need for physical samples, accelerate iteration, and limit material use during design. Circularity and environmental management became more visible parts of the business in the 2020s. Ridestore shifted packaging from plastic toward paper-based alternatives. In cooperation with Texaid, it launched Ridestore Renewed to process defective, returned, or otherwise unsellable apparel. Garments suitable for recovery can be refurbished and resold, while other products are directed toward recycling or reuse routes. Company-reported information cited in the reference material says that roughly 11,000 products had been sold through the program. In 2023, Ridestore became a bluesign system partner, aligning part of its textile work with standards addressing environmental and worker-safety considerations. Ridestore received a Market Award in Sweden's Sports and Leisure category in 2023. The company also reported approximately SEK 1.16 billion in annual net sales for 2023, although it remains privately held and is not publicly traded. Its present business combines a specialist international e-commerce retailer with two owned snow-sports brands, Dope Snow and Montec.
- 2023
Ridestore becomes a bluesign system partner
[1]The company joins the bluesign system as a partner in connection with textile safety and environmental standards.
- 2023
Market Award in Sports and Leisure
[1]Ridestore receives a Swedish Market Award in the Sports and Leisure category.
- 2020
North American Dope Snow trademark rights acquired
[1]Ridestore obtains Dope Snow trademark rights in the United States and Canada.
- 2017
Recognition in Swedish e-commerce ranking
[1]Internetworld places Ridestore among Sweden's top 100 e-commerce companies.
- 2016
Montec launches
[1]Ridestore adds a second in-house label, primarily serving the ski-apparel market.
- 2008
Dope Snow launches
[1]Ridestore introduces its first proprietary brand, focused on snowboard apparel.
- 2006
Ridestore is founded in Sweden
[1]Linus and Emil Hellberg establish the online outdoor-apparel business, initially in Trollhättan.
Products and positioning
A digitally native, specialist snow-sports retailer that combines direct-to-consumer commerce with proprietary snowboard and ski apparel brands.
Snowboard apparel · 2008
Dope Snow
Dope Snow is Ridestore's first proprietary brand, launched in 2008 and centered on snowboarding clothing. Its assortment is associated with technical outerwear and related apparel sold through a dedicated direct-to-consumer online store. Ridestore's North American trademark rights were expanded in 2020 through acquisition of the rights in the United States and Canada. The brand is also used for athlete and social-media marketing, including a sponsorship relationship with freestyle skier Jesper Tjäder.
Ski apparel · 2016
Montec
Montec is Ridestore's second major in-house label, introduced in 2016. It focuses primarily on ski apparel and is marketed through its own online storefront. The brand forms part of Ridestore's strategy of combining specialist e-commerce with proprietary product development, allowing the company to manage product presentation, digital merchandising, and customer relationships directly.
Circular apparel resale program
Ridestore Renewed
Ridestore Renewed is a refurbishment and resale initiative developed with textile recycler Texaid. Returned, defective, or otherwise unsellable apparel is assessed and sorted. Items that can be recovered are refurbished for resale, while other products are directed toward recycling or reuse channels. The program extends the useful life of garments and provides a route for handling inventory that might otherwise be discarded.
Marketing campaigns
- Dope Snow athlete sponsorship
International
Ridestore has promoted Dope Snow through professional-athlete partnerships, including sponsorship of freestyle skier Jesper Tjäder. The activity supports credibility and visibility in snow-sports communities while complementing the brand's social-media-led marketing.
Outcome. The cited material identifies the sponsorship relationship but does not provide quantified campaign results.
- Ridestore Renewed
International
Ridestore and Texaid created a program to refurbish and resell suitable returned or defective apparel and route remaining items toward recycling or reuse.
Outcome. Company-reported information cited in the reference material states that approximately 11,000 products had been sold through the program.
Brand decisions
2023
Adoption of bluesign system partnershipStrategyBackground
Ridestore was developing packaging, circularity, and product-development measures related to environmental impact.
Action taken
The company became a bluesign system partner.
Aftermath
The partnership connected Ridestore's textile activities with bluesign safety and environmental criteria; the cited material does not quantify operational effects.
2020
Acquisition of North American Dope Snow trademark rightsM&ABackground
The United States and Canada were among Ridestore's international markets, making local control of brand rights strategically relevant.
Action taken
Ridestore acquired the Dope Snow trademark rights covering the United States and Canada.
Aftermath
The transaction strengthened Ridestore's control over Dope Snow in two North American markets.
2016
Launch of MontecProduct launchBackground
Ridestore was expanding beyond third-party retail through owned snow-sports brands.
Action taken
The company introduced Montec, focused primarily on ski apparel.
Aftermath
Montec broadened the company's proprietary product portfolio and its reach across ski and snowboard categories.
2008
Creation of Dope SnowProduct launchBackground
Ridestore had begun as an online seller of imported outdoor apparel and sought to develop proprietary products and brands.
Action taken
The company launched Dope Snow as its first in-house snowboard-apparel brand.
Aftermath
Dope Snow became one of the two principal proprietary labels operated through Ridestore's direct-to-consumer model.
Recent events
Sources4 sources
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