Om oss
The Person Behind Biathlonly
I’m Lillia, and Biathlonly didn't start in a boardroom or a design studio. It started in my living room with a simple frustration: why was it so hard to find everyday essentials that actually lasted? I’ve always believed that the things we wear every day should be the best things we own, not just "filler" in our wardrobes.
While I was in college, I spent more time analyzing the weight of cotton and the durability of stitching than I did on my assignments. I realized then that my path wasn't in a lecture hall—it was in building something real.
Trading Textbooks for Textiles
Deciding to leave college wasn't easy, but it was necessary. I wanted to create a brand that stood for something stable in a world of fast, throwaway fashion. I spent months researching suppliers and testing fabrics because I knew that if I was going to put my name on something, it had to be right.
This wasn't just a creative outlet; it was a commitment to quality. I wanted Biathlonly to be a brand that Swedish shoppers could trust for honesty, durability, and a focus on lasting style.
Rooted in Norrköping
While our parent company, PUILI LTD, is registered in the UK, Biathlonly has officially found its operational home here in Norrköping, Sweden. We have established our physical presence at Drottninggatan 26. Our focus on the Swedish market isn't just a detail—it’s our identity. Being local allows us to manage our quality control personally and ensure that our delivery promises are consistently met across the country.
I still handle the final checks myself. Every piece of feedback from our customers comes directly to my desk because that’s the only way to grow a brand that people actually care about.