Store

How do you build a profitable e-commerce solution around a universe loved by millions – without losing credibility? TRY and The Astrid Lindgren Store have created a platform that combines brand, content, and sales. It has unlocked new markets and strong growth.

The company behind Astrid Lindgren’s legacy manages a brand that is both global and deeply rooted in culture. Demand for products inspired by the beloved stories grew steadily, and the e-commerce operation developed organically over many years. But it was never built for growth. Content and the online shop lived on separate platforms, driven by different goals and different teams. Traffic was high and interest strong, but the commercial impact was limited. At the same time, a clear international opportunity was waiting to be seized – particularly in German-speaking markets.

The ambition was to bring the Astrid Lindgren universe together digitally, to connect storytelling and commerce more closely, and to create a platform for sustainable growth across markets. To make that happen, The Astrid Lindgren Store chose TRY as their strategic and commercial partner.