From a hobby project to the largest sex shop in the Nordics

From the bedroom to a big business ...

Sinful changed the perception of a whole business category

When Sinful was founded in 2008 they had a mission, to inspire everyone to explore, play and enjoy their sex life.
‍
Co-founder Mathilde Mackowski wanted to make sexual wellness accessible through quality products and reliable guidance with a modern branding philosophy. That mission remains at the heart of their DNA.

Expanding the business outside of Denmark

Challenges of conquering new markets

After building a strong presence in Denmark, the jouney continued towards Sweden, Norway and Finland. After that, Sinful set its sights on new horizons: expanding into Germany, the Netherlands, Switzerland and the UK.
‍
Entering unfamiliar markets with unknown volumes and uncertain sales forecasts called for a trusted partner who could help steer the transition. "That’s where Homerunner entered the picture, and our collaboration has grown massively ever since."

"We needed an intermediary who could support us with logistics and label coordination"

Ibrahim Kara

former Logistics Director at Sinful

Our collaboration

Global expansion with Homerunner as the key intermediary

"With Homerunner, we’ve built a partnership that strengthens our global position. Their capabilities give us the agility to reach new European markets, and the collaboration has been fantastic," says Ibrahim Kara.
‍
Working with Homerunner has also improved Sinful’s internal workflows and IT development,
by coordinating labels and handling communication directly with Sinful’s IT team.

The future ...

More focus on established markets in the future

What will the future bring?
Mathilde Mackowski calls it “the hardest question in the world” in a time where everything is unpredictable. Yet one thing remains certain:Sinful is prepared to meet whatever comes next with ambition and determination, continuing to bring joy and pleasure to customers across Europe.

“It’s about improving in the markets we’re already in and pushing even harder,” the founder concludes.

Local carriers ensuring fast, flexible delivery options.

Markets opened with seamless cross-border shipping.

76%

Of packages delivered to parcel lockers for maximum convenience.

Years of strong collaboration with Homerunner, driving growth and efficiency.