In 1954, Gunvor and Bengt Hultgren decide to start their own mail-order company. With one thousand Swedish kronor from a wedding gift as start-up capital, they begin turning their idea into reality.
After receiving a tip about a sought-after product, the plans quickly take shape. What begins as a simple business idea soon grows into the company that will later become Cellbes.
In 1964, Cellbes launches its first catalog. Until then, the company has mainly marketed itself through advertisements in daily newspapers and weekly magazines. The catalog becomes an important milestone and makes it possible to reach customers throughout Sweden. As the business grows, the assortment expands to include home textiles and clothing for women, men, and children.
During the 1970s, Cellbes continues to grow and establishes itself as a well-known brand. Customers from all over Sweden find their way to Cellbes, and even then, clothing is offered in a wide range of sizes. The customer remains at the center, and the goal is the same as before. Satisfied customers return, and their trust allows Cellbes to continue developing.
The years pass, and progress accelerates. During the 1980s, the company continues to grow and adapt to changing customer needs. A major digital transformation begins in the mid-1990s, and the first digital orders are received in the early 2000s. In 2004, Cellbes is acquired by Haléns Postorder AB. The founders, Gunvor and Bengt, who have run the company for 50 years by then, remain with the business until 2007.
Annelie, Graphic Designer at Cellbes, says: “The final catalogue of the year is filled with the season’s finest autumn arrivals, timeless favourites and smart buys. Now we’re looking ahead and are delighted to continue inspiring you through our catalogues in 2027.” From our very first catalogue in 1964 to today, Cellbes continues to inspire through fashion, great fit and genuine care for our customers.
Today Cellbes operates in several European markets. From a small mail-order company in Borås, the business has developed into a modern fashion company while the same founding idea lives on.
Looking for questions and answers? Explore our frequently asked questions here.
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Our story was updated by Cellbes AB on 2026-10-14.
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