Launching online in North America, Isbjörn expects AI to minimise returns
Outdoor kidswear brand Isbjörn of Sweden has launched its webshop in the US and Canada, marking the first time North American customers have been able to purchase from the brand.
The company calls itself the “antidote to fast fashion” and has a ‘Green at Heart’ promise. Most of its range is made using bluesign certified materials. It uses Bionic Finish Eco, which does not release harmful fluorocarbons into the environment, and PrimaLoft Insulation Eco, made from post-consumer recycled content. “Grow cuffs” add 3 cm to the arms and legs of garments, letting those products “grow” with the child to extend product lifecycle.
However, Isbjorn acknowledges that opening abroad can potentially increase the number of returns requested by customers. Not being able to physically try on clothing often results in consumers ordering several different sizes of the same garment and returning the incorrect pieces — a common problem in the textile industry that can result in waste and higher carbon footprint.
To combat this, the Swedish company will employ its AI chatbot Bernard, which has already reduced the brand’s European web returns by more than 50% since October 2019. Bernard will guide US customers through sizing and garments, making the decision-making process straightforward and more accurate.
Maria Frykman, founder and CEO, said: “As we receive so many enquiries from parents in North America, it’s fantastic to now be able to offer our products to customers in the US and Canada. It is definitely one of the most pivotal moments for our company, especially at a time when I believe humanity will change and being outdoors will be appreciated more than ever before.”
Ms Frykman pointed out that the company also uses Bionic Finish Eco, which does not release harmful fluorocarbons into the environment, and PrimaLoft Insulation Eco, made from post-consumer recycled content.
