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What started as a way to earn extra cash as a broke art student in London has now grown into Wilde, a Copenhagen-based vintage store focused on helping women rediscover their personal style. Edda, the founder, shares how a love for vintage and a practical approach to business shaped Wilde into what it is today.
"I’ve been flipping vintage since I was a teenager," Edda says. "It started with flea markets on the weekends, just to make ends meet during art school. But I quickly realized how powerful vintage fashion could be in expressing individuality."
Growing up in Hong Kong and living in major cities, Edda saw firsthand how fast fashion could dominate wardrobes. Wilde was created as an antidote to that, a space where unique, one-of-a-kind pieces help women embrace their own style with confidence. "Finding your style is important," she explains. "But finding a way to express it can be tough. That’s what Wilde is here for, to make that journey fun and personal."
Running a vintage shop is a 24/7 commitment. From sourcing items and managing the website to steaming, mending, and measuring garments for online listings, Edda does it all. "By the time the store opens at 11, I’ve already done 20 things," she says with a laugh. "There’s always something to fix, upload, clean, or organize."
Despite a proven business and growing customer base, her previous bank refused to help finance the next step, a move to a larger space. "We had been making money from the beginning," Edda says. "I thought that would count for something. But they said no, and I realized I needed a new banking partner."
Founded
2012
Headquarters
Köpenhamn
Employees
1
That’s when she discovered Lunar and shortly after, Froda. "Everything was just so easy. I applied, and within a few hours, I had what I needed. They sent the paperwork, and that was it. I didn’t have to stop everything else I was doing. It was such a relief."
With Froda’s support, Edda was able to quickly restock Wilde’s best-selling designer pieces after moving to the new store. "We sold so much right away, and needed inventory fast. With vintage, you only have one of each item. Things flip fast, and without capital, you risk falling behind. Froda helped us keep up the pace and grow faster."
She also appreciated Froda’s clarity and user-friendliness. "They just laid everything out for me. Here is what we can offer, here is what it costs, here is the schedule. There were even videos explaining everything. As a small business owner juggling everything, that simplicity meant the world to me."
Edda has been a Lunar customer for years, and combining it with Froda was a game changer. "With the app, I can see exactly what’s coming in, what’s going out, and what’s reserved. There’s no confusion. I even saw the loan offer in real time. It popped up and said what I could borrow, and I was like wow, finally, someone who shows me a number and actually says yes."
Today, Wilde is thriving. With a strong inventory of high-end vintage items, a loyal customer base, and the flexibility to keep evolving, Edda is excited about the future. "This is what I do, all day every day. It’s my dream and now it finally feels like it’s working."
Om Froda AB
Froda was founded in 2015 with a clear mission to democratize the access to financing and provide small and medium-sized businesses with the same opportunities to grow as large ones. Through digital processes and technological innovation, Froda has shortened the loan process from months to minutes, making it easy for entrepreneurs to invest in their ideas.
Today, Froda is one of Sweden's fastest-growing tech companies with a 1.7 billion SEK valuation and well known investors such as Karl-Johan Persson, Nicklas Storåkers and Victor Jacobsson among the owners.
In 2021, Froda launched a strategic initiative within embedded financing and through it, we have expanded to the Nordics and the UK, as well as having established partnerships with Visa, Lunar and Checkout.com among others.
Froda is a credit market company regulated by the Swedish Financial Supervisory Authority.
