One of Scandinavia’s largest fashion portals, Nelly.com, has given 35 people notice.
The layoffs are related to staff at offices in Borås and Stockholm.
Union negotiations will begin on Thursday, but the CEO Magnus Månsson would not anticipate them.
“We understand that a notice is creating concerns, and we will do our utmost to quickly give staff clear and accurate information,” Månsson writes in an email to Borås newspaper.
The reason given is that the new strategy with a focus on the core Nordic market decreased staffing requirements.
“This is obviously a tough decision because it affects people we know and work with, but unfortunately it is necessary and we will offer those concerned all the support we can.”