Without leadership changes, progress will remain surface-level
Pros
Pros: - Talented and supportive colleagues - Creative projects with potential - Modern office space and occasional team socials - Generous with equipment (e.g., brand new MacBooks)
Cons
Cons: - Questionable business ethics: During the launch of their new men’s product under @estrid.men, the marketing team was instructed to buy 10,000 fake followers to artificially boost the Instagram page. Most were later removed, and the account now sits at around 3,500 real followers - a concerning reflection of the company’s approach to authenticity. - No structured progression: There is no clear framework for career development. The CEO does not believe in structured advancement, and promotions are handed out based on favouritism rather than merit. The process is opaque and inconsistent. - Management quality is inconsistent: There is a noticeable gap between strong technical ability and effective people management. In some cases, individuals who display passive-aggressive behaviour and show little genuine care for their direct reports are still promoted - despite leadership being fully aware of these issues. While certain team members may have impressive skillsets, their lack of people leadership is often overlooked in favour of surface-level performance. - More focus on appearances than substance: The company is heavily invested in how it looks from the outside. Want a shiny new MacBook or a stylish office? No problem. But when it comes to building sustainable growth and internal structure, the effort often falls short. - Unstable leadership: The CEO has no background in corporate environments, which leads to constant change without clear direction. While change can be healthy, the volume and pace of it here often feel more disruptive than progressive. Final thoughts: Unfortunately, Glassdoor reviews aren’t widely used in Sweden – and with many roles now being rehired in Stockholm following redundancies in the London office, the same underlying issues continue without much scrutiny. If you’re considering joining and thinking, “How bad can it really be?” or assuming that most Glassdoor reviews are just disgruntled opinions – think again. The challenges are systemic and driven from the top down. Without real change in leadership, the culture is unlikely to improve.
