Our differentiated brand portfolio keeps Alligo competitive in a changing market
Alligo’s own brands play a key role in strengthening profitability and competitiveness across the Nordics. By owning the design, production and development process of workwear, PPE and tools, we ensure quality, innovation and availability while meeting customers’ growing focus on value and cost efficiency.
In a changing market, where new low-cost players are entering, our differentiated brand portfolio gives us both control and flexibility. Each brand has a clear purpose, designed to meet different customer needs and price segments.
Premium segment – no compromises in quality and functionality
Björnkläder and Univern represent the very best of professional workwear and PPE in the Nordics. With roots stretching back decades, these brands stand for durability, function and comfort without compromise, combining advanced materials with Scandinavian design. Every garment and piece of protective equipment is tested and refined to deliver premium performance for demanding users.
Mid-range segment– function and innovation for everyday professionals
Gesto, launched in 2013, was originally positioned in the affordable segment but quickly evolved into a leading mid-range brand. Today, Gesto is one of the fastest growing brands in the Nordics, known for functional and innovative workwear and safety footwear. The range has expanded to include sporty functional wear and mid-layers. From autumn 2025 it will also include gloves under the Balance brand.
AmPro follows the same philosophy in tools, offering professional quality at an attractive price.
Affordable segment – quality essentials for price-sensitive customers
In 2025, Alligo launched the brand 1832 in workwear and personal protective equipment, and Prowel in tools, to meet customers’ growing price awareness.
1832 includes a new collection of workwear and protective equipment offering more basic products at attractive prices without compromising on quality or margins.
This is a key initiative for strengthening Alligo’s competitiveness, as many customers have become more price conscious. 1832 also serves as an excellent entry-level brand in larger procurement processes.
“In the affordable segment we take away everything that is extra, a zipper pocket can be replaced with a button. But despite the simplified design, the quality, functionality and durability remain uncompromised”, says Rikard Vedin, purchasing and assortment manager at Alligo.
Maintaining market positions across the Nordics
Alligo’s own brands have a strong position in Sweden, and efforts to increase sales of own brands in Norway and Finland are ongoing.
In a challenging market environment, we continue to invest in strengthening our competitiveness and have succeeded in maintaining our market position. Our brands Björnkläder, Univern, Gesto, and 1832 are well positioned in the premium, mid, and entry-level segments and form the core of Alligo’s competitive offering in workwear and personal protective equipment.
The long-term ambition is clear, to increase sales and profitability by offering a complete and competitive portfolio of own brands that meets all customer needs, from premium to affordable entry-level products.
“Our own brands give us control, innovation and profitability, and they make sure our customers always find what they need within the Group”, says Clein Johansson Ullenvik, CEO and President of Alligo.
Clein Ullenvik, CEO of Alligo in the Swedol store in Tyresö, Sweden.
