Coming back from London I had an idea for an e-commerce site in my baggage. As we hit a low in my IT consultancy I took a gamble and put most of my savings and time into the new venture and launched (Strumpor För Qvinnor) in October 2003. The e-shop was about selling hosiery especially traditional stockings and nylons. This turned out to be a fantastic idea for e-commerce. The packages are small and light weight, despite currently having one of the world’s largest ranges in stock our warehouse is still rather small. The business was incorporated a few years later (Jelon E-Trade AB) and today we run several e-shops in Sweden, Finland and Denmark as well as shops in English.