Well-educated people who live primarily in big cities.

Fashion-conscious people who think it is important to be well-dressed and attractive.

Early adopters.

Pay more for quality, stylish design and strong brands.

Risk takers who are open to change and new ideas.

Care about having a nice home, often looking for inspiration for their home.

Careerists with a stressful lifestyle who find the internet makes their lives easier.

Empathetic people who give to charity, are environmentally friendly and believe that Sweden should accept refugees.

Art and culture enthusiasts.