With EU financing, Will Brand turned a new chapter: "Now we´re accelerating with full focus"
Skriven av: Carsten Leth
Senaste uppdatering: 7 januari 2026
Inquiries were pouring in for the company Will Brand and the team wanted to invest in growth. However, when founder Pierre Gasslander began looking for external financing, he faced challenges. He knew exactly what he needed but his usual bank was unable to deliver.
Will Brand was founded in 2020 with a core concept of helping companies with everything form branded merchandise to large-scale creative projects. When COVID-19 hit, demand declined as in-person events were cancelled. Pierre Gasslander had to rethink and quickly adapt to the new reality. He expanded the business in a way that moved the company in a positive direction.
When COVID-19 hit, we had to think outside the box. We learned e-commerce and launched Will shop, which took off almost immediately. The idea is that "Will" represents a fictional person within our brand who helps customers. By doing the work for them, we save them time they can focus on other parts of their busienss. Will is like an extra team member.
Pierre Gasslander, Owner of Will Brand Ltd.
A thriving business, but limited assets
As the business continued to grow rapidly, the founder began to feel that handling all incoming requests was becoming overwhelming given the company's available resources.
-We started receiving inquiries for larger-scale productions at the same time and it became somewhat overwhelming for me. We needed a way to pre-finance the productions and I wanted to avoid asking customers for advance payments.
To avoid having to turn down large orders that would generate significant revenue for the comany, Pierre Gasslander began exploring external financing options.
-I was advised to look into the EU loan and its advantages. But when I contacted my bank, they weren't able to offer it and the alternative they proposed was significantly more expensive and not what I was looking for. My focus was set on an EU loan, so I continued searching.
Service that provided peace of mind
Professional and realiable, yet smooth and straightforward, that was Pierre Gasslander's first impression of Krea and what ulitmately led him to submit an application.
-It was easy to submit an application through Kreas website and shortly after that I received a call from an advisor. I immediately got a personal impression and felt that someone was willing to go the extra mile. Krea explained exactly which documents I needed to complete my application with and actively followed up to make sure I remembered to submit them. I received help with pretty much everything. The level of service made the entire process feel secure and personal from start to finish.
Once the application was ready, it was submitted and Pierre Gasslander prepared himself for a longer waiting period. However, that wasn't the case. Just a few hours later, he had received several offers for EU loans.
-We received several different offers very quickly. It was also clear that Krea had a well-designed process. When the email with all the financing offers arrived, everything was clear and well-organised, focusing on key details I needed. That made it very easy to compare the different options and the process became both simple and time-efficient.
It wasn't just the structure of the loan offers that made Pierre Gasslander find the process with Krea smooth.
-Unlike traditional banks, which can sometimes be a bit rigid, we felt it was faster and more personal. Sometimes when you email a bank, it can take several days, but with Krea I got a response right away. That helps me enormously, since I have a lot going on with Will brand. Krea's clarity, speed and service made the whole process straightforward and hassle-free.
Pierre gasslander moved forward with the offer that suited Will Brand best, and the EU loan provided them with the financing they needed. Will Brand was able to accept new requests and the major productions could start.
-The financing allowed us to get the major productions started sooner, which in turn meant we could move on to the next project. That helped us grow faster, while also giving us more time for what came next and room for further investment.
"Krea is in the game"
It's a given that Will Brand would use Krea again if they need financing: "Krea delivers every time". They also recommend that other comanies in the same situation do the same.
-Companies in a growth phase with a lot going on want fast, clear, reliable answers. That's exactly what you get from Krea, and that's why companies should use them. I felt reassured by all the help I received and by how quickly they got back to me. Krea was transparent throughout and nothing was hidden from me. It felt like Krea had really thought things through and knew exactly what they were doing.
Will Brand will see the results of the major productions in spring 2023. Their growth continues to take off, and right now it's full speed ahead toward the next project.
-Now we're really stepping on the gas, we're fully focused. We've got an incredible amount coming in, and we've working so hard to keep up with the pace. We operate on a broken fiscal year, so we have a target for August, and things are looking good. Our plan is to reach profitability, build up a cash buffer and then hire the right people. When we do the right things and focus on the right priorities, we’ll hit our goals.
Loan details:
- Amount: 350,000 SEK
- Product: EU-loan
- Purpose: Supporting their growth journey, including financing major productions
