The Friendly Swede designs bags inspired by an active, Swedish lifestyle. Ideal for daily life - between home, from work to workout, and for weekend adventures. 

Our aim is to represent a piece of Swedishness in the World, with our design, functionality and our personal and friendly approach. The Swedish lifestyle that inspires us includes the Swedes’ daily commute to work - through rain, snow and the occasional shine. In daylight and daydark. The love for leisure adventures, exploring the World around us and even more so, exploring Swedish landscapes, archipelago, and fells. Staying active and social with friends, and enjoying life. Our bags are however perfectly suitable wherever on the planet you may live. Designed to be stylish and timeless in both quality and looks, with a sporty and interesting spin. 

Swedish mentality is thoughtful, curious and genuine. Friendliness and positive energy is an important part of The Friendly Swede’s brand, springing from founder John Lundqvist’s focus on customer interaction and general interest in creating friends wherever he turns. If The Friendly Swede succeeds to impress and wow just one customer, it’s worth all the efforts of our entire team. Throughout the years, we have been proudly providing millions of customers with quality products and personal, friendly support. We strive for constant improvement towards delivering the best customer experience there is, as we continue ahead into the future. 


Founded in 2011, The Friendly Swede started its journey selling on Amazon and quickly expanded to US, Japan, and the European marketplaces of the platform. Our quality products and stellar customer service quickly became our early success factor and these are our top priorities to this day. 

The team behind The Friendly Swede consists of friendly and passionate professionals, with a common vision to create a World famous, Swedish bags brand, through amazing customer experiences. Some of us are located at the Swedish headquarters in Uppsala, some on each marketplace we are selling in order to provide timely customer service. We also have team members near our production and logistic sites in Asia. In many ways, we are a global organization with strong local roots in Sweden. If you are ever passing through Uppsala (just north of Stockholm) - please stop by for a fika