Rapunzel of Sweden - Our story


At Rapunzel of Sweden, we create fabulous hair days, every day! With 15 years of expertise in the industry, a passion for customer service and a wide range of high quality hair extensions, both permanent and temporary, our range appeals to both the general public and hairdressers.
Rapunzel of Sweden was born when the founder, Ida Backlund, cut her hair at a young age. However, she soon regretted it and wanted her long hair back, but realised that there was a real shortage of high-quality hair extensions available to the general public. So she decided to fill the gap in the market. Ida had a clear vision – offering hair extensions of the highest quality with the best possible service, and a clear focus on the idea of do-it-yourself. She started Rapunzel of Sweden in 2007.
Today, we are Northern Europe’s leading player in hair extensions via rapunzelofsweden.com and have won numerous prizes and awards over the years. We also have our own salons in Sweden and Finland, where our experts confidently bring our customers’ hair-related dreams to life, every day.
Despite our booming success, we have never lost our focus. For us, quality and service are always our top priorities, and we work continuously to develop and bring out new products that give our customers the very best.



Rapunzel of Sweden founded by Ida Backlund in Umeå, North Sweden.


Moved from paper order-
tracking system to digital.

Photo: Fredrik Larsson


Rapunzel Store Concept
is created.


Proud winner of the award Digital Gasell in Sweden. With the motivation: "The past three years this company has grown by 366% and reached a turnover of an amazing 80 million Swedish kronor.” Gustav Radell, Head of Marketing at Google Sweden.

Photo: Jesper Frisk/Dagens Industri


New Rapunzel HQ is built in Umeå.
1500 m² hair extensions.

Photo: Fredrik Larsson


Rapunzel is awarded SvD’s Business Achievement of the Year Award.

Photo: Magnus Hjalmarson Neideman/SvD


Receives the Royal Patriotic Business Society Medal.

Photo: Kungliga Patriotiska Sällskapet


Rapunzel Store Concept goes
international. Opens in Helsinki.


Winner Umeågalan 2008 Young Entrepreneur | Winner Umeågalan 2010 Company of the Year | Winner Umeågalan 2012 Crowth Company of the Year | Winner Ernst & Young Entrepreneur of the Year 2010 - Female Star of the Year | Nominated Retail Awards 2010 Svensk Handel | Nominated Beautiful Business Award 2010 | Nominated Beautiful Business Award 2012 | Nominated Svenskt Näringsliv 2012 - Entrepreneur of the Year in Västerbotten | Nominated Svensk Distanshandel 2012  E-retailer of the Year