“No Black Friday. No seasonal sales. No promotional pricing.” Earlier this year, Petrus Palmér, the founder of Hem, wrote these words on LinkedIn about his decision to do away with all discounts. This isn’t the first time Hem’s business model has changed course. Palmér founded the cult-favorite Swedish brand—known for its collaborations with some of today’s most cutting-edge designers—in 2014. It launched as primarily a direct-to-consumer brand, but that has since shifted. Today, the...
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