Founded in 2014 by Elin Kling and Karl Lindman, Toteme has established a distinctive position within modern luxury through a considered approach to dressing, rooted in Swedish design sensibilities.

Its collections revisit familiar wardrobe archetypes through precise silhouettes, rich materials and an understated visual language. That clarity extends beyond the collections: from its physical stores to its imagery and digital presence, Toteme has created a highly recognisable brand world in which product, architecture and experience feel intrinsically connected.

Over the past decade, that distinctive point of view has translated into significant international growth. In 2024, the Financial Times reported that Toteme had generated more than $100 million in revenue the previous year and was on track to approach $150 million, with 14 stores open globally and a further six planned.

As the business has expanded internationally, its digital platform has needed to evolve alongside it — supporting increasing global complexity without compromising the restraint and attention to detail that define the Toteme experience.

BAO began working with Toteme in November 2023, taking over development of its new ecommerce experience and helping bring the Shopify site through to launch in early 2024.

What began as a project to complete and stabilise the new platform has since developed into an ongoing digital partnership, with BAO supporting Toteme as both its ecommerce operation and international ambitions have grown.Following launch, the focus shifted towards strengthening the foundations of the site and continuously evolving the customer experience.Over the past decade, that distinctive point of view has translated into significant international growth. In 2024, the Financial Times reported that Toteme had generated more than $100 million in revenue the previous year and was on track to approach $150 million, with 14 stores open globally and a further six planned.

This included a complete rebuild of Toteme's customer account area, alongside ongoing development across the storefront.

In late 2024, BAO supported the launch of Garderob, Toteme's permanent edit of signature pieces designed to form the foundations of a considered wardrobe.The collection represented a significant addition to the brand's proposition, accounting for around a quarter of its global collection at launch. BAO developed the supporting ecommerce experience, including dedicated landing pages, product listing treatments, badges and interactive elements that helped distinguish Garderob while keeping it integrated within the wider Toteme experience.BAO began working with Toteme in November 2023, taking over development of its new ecommerce experience and helping bring the Shopify site through to launch in early 2024.

Rather than a temporary campaign, Garderob became a permanent part of the site and its navigation, reflecting its role within the wider brand and giving customers a consistent way to discover Toteme's core wardrobe.What began as a project to complete and stabilise the new platform has since developed into an ongoing digital partnership, with BAO supporting Toteme as both its ecommerce operation and international ambitions have grown.Following launch, the focus shifted towards strengthening the foundations of the site and continuously evolving the customer experience.Over the past decade, that distinctive point of view has translated into significant international growth. In 2024, the Financial Times reported that Toteme had generated more than $100 million in revenue the previous year and was on track to approach $150 million, with 14 stores open globally and a further six planned.

In 2026, the partnership entered its most significant phase yet.As Toteme continued its international growth, BAO worked with the team to consolidate its previously separate US, Korean and Swedish ecommerce stores into one international store under TOTEME.com.

Behind the experience, BAO also rearchitected the existing codebase, creating stronger technical foundations for the consolidated global setup and the next stage of the brand's growth.

At the same time, Toteme was preparing for another major milestone: the launch of menswear.

The move marked a significant evolution for a house that had spent its first 12 years focused on womenswear. The New York Times' T Magazine covered the launch in September 2026, revealing that Toteme had spent more than 18 months developing its inaugural men's collection and that menswear had been part of Kling and Lindman's long-term vision for the house.

Working closely with the brand and from Toteme's own creative direction, BAO translated the redesigned experience into the ecommerce build, delivering the new site alongside the global store consolidation and supporting the introduction of Toteme's first menswear collection.

The result is a more unified digital foundation for Toteme's next chapter — bringing markets, collections and customer experiences together within one global destination, while maintaining the clarity and consistency that have become synonymous with the brand.