2025 Reflections

December 30, 2025By Cathy Nordström

As I look back on this year, I do so with a mix of gratitude, pride, and humility. We welcomed Mia to the team, Anna joined full-time, and we grew from two to four, an expansion that has been nothing short of wonderful.

We began the year with a kick-off at Oaxen Slipen, and now I’m preparing for our next one this coming January. I truly love this kind of work and self-evaluation. It’s challenging, energizing, and unifying. These moments force us to re-examine who we are, our roles, our performance, and our brand mission, and they require openness, honesty, and heart. As a founder and leader, you don’t always hear what you want to hear, but that’s precisely what makes it so valuable.

With enormous excitement, we now head into 2026. After overcoming several major obstacles in Q3, we can finally turn our full attention to growth and development.

As I now look forward to a few days off the grid with my family, I want to express my deepest gratitude for your unwavering support. Your decision to invest in Swedish, small-scale, and ethical production means more to us than you know. With every purchase, you’re not just buying fabric, wallpaper, or a cushion, you’re helping preserve heritage and sustain craftsmanship passed down through generations. Your support gives life to these factories and ensures that this invaluable tradition continues.

Thank you for being an integral part of this journey.

xx & a heartfelt thank you,
Cathy

Some highlights from the year

January

Team Kickoff at Oaxen Slipen

We kicked off the year with the team at beautiful Oaxen Slipen, welcoming Mia as Head of Operations and Anna full-time as Shop Manager. It was my first time hosting a kick-off, and it proved to be both incredibly valuable and emotional. I wrote a speech for each team member and struggled to hold back tears.

As part of my own journey as a founder, I’ve often struggled to find people I can turn to for input and advice, so I asked around and put together a group of fellow female founders. We try to meet quarterly, and it has been such a rewarding experience. Being a founder and leader can be surprisingly lonely at times.

February

Growth Spurt!

We outgrew our little office in the back and had to rearrange the shop to make room for our expanding team. I designed our new desks using an IKEA base, lacquered in red, with custom-built birchwood desktops. We also received a huge batch of antique quilts from the U.S., which felt like Christmas for me.

March

London

We traveled to London to begin production with IVO Textiles. After struggling to find a Swedish factory that could handle small quantities on a rotary machine, we finally found IVO. At last, we could produce our Stig Stripe without the recurring maker’s mark that inevitably appears with screen printing.

April

Studio Visit

Mira Wickman visited my studio to shoot images and document my creative process.

Big Fat Fabric Sale

We also hosted our Big Fat Fabric Sale, which was a massive success. Thank you to everyone who stood in line for hours. I still can’t believe we’ve built a brand with this kind of impact.

May

Creative Time

I spent time alone in Torekov working on a new collection launching in September. Finding uninterrupted creative time remains a challenge for me, but it’s once again a top priority heading into the new year.

June

Pelle Vävare in Torekov

We shot the Pelle Vävare collaboration campaign at my summer house, with my entire family acting as robe models. It was such a joyful day, and I loved working with Idha, Linda, Lisa, and Mathilda.

July

Summer Holiday

We all went on a well-deserved holiday and closed the shop.

August

Photo Shoot Prep

August was dedicated to planning our upcoming shoot at Villa Solbacka. These shoots require an enormous amount of logistics and preparation, but they’re also incredibly fun.

September

Pedal to the metal

A very busy month! We began with a two-day shoot at Villa Solbacka, capturing our new fabrics printed at IVO back in March. We introduced lightweight linen for curtains, and the images by Fanny and videos by Mira exceeded all my expectations. We stayed overnight, making it an especially memorable experience.

Later in September, we launched Pelle Vävare with a dinner hosted in my home, an intimate and deeply meaningful moment. From shooting the campaign at my summer house to hosting the launch in Stockholm, this collaboration truly felt close to my heart. A dream come true. Thank you, Lisa and Mathilda, for making it all happen.

We also introduced three new colorways: Anna-Lisa Teal, Faye Saffron, and Dress Khaki, all new personal favorites.

October

Factory Visit

I traveled to the wallpaper factory to print our three new wallpapers, launching in September alongside three new fabric designs.

November

Cabana Magazine

I wrote a piece on Karin Larsson for Cabana Magazine and shrieked with joy when I saw it live on their website. It was a true pinch-me moment. We also began planning two exciting collaborations launching next year.

December

Betiyon, Christmas and more!

We hosted a fun pop-up with Betiyon, a successful Christmas market in the shop, and launched a new product made from leftover fabrics: the cutlery pouch. I’ve already started using it for my silverware at home and absolutely love it.

For Christmas, we also introduced a new colorway, Anna-Lisa in Cranberry, an ode to the traditional Swedish folk stripe.

Decorative interior with a table set for a meal, red chair, and wreath on the wall.

Holiday Shop 2025

CATHY NORDSTRÖM x VILLA SOLBACKA 1911

PELLE VÄVARE x CATHY NORDSTRÖM

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