Lang & Co.'s revenue grows by 1 million Swiss francs thanks to social media post
Reiden - Lang & Co. from the Swiss canton of Lucerne has recorded a one million Swiss francs increase in sales in Scandinavia thanks to a knitting pattern posted on Instagram by a Danish knitwear designer. She recommended one of the company's cashmere yarns for a short scarf that Vogue described as the most important accessory trend of the year.
Mette Wendelboe Okkels from Denmark has generated one million Swiss francs in sales for Reiden-based Lang & Co. AG with a single Instagram post. "It was truly incredible," company CEO Jakob Lang told the "Luzerner Zeitung".
Under her pseudonym Petiteknit, she recommended Lang & Co.'s Langyarns premium cashmere yarn in color 67 for her Sophie Scarf, a type of knotted scarf with pointed ends, on Instagram in early April 2025 – without any compensation, as the company's CEO emphasizes. The mini scarf had been described by Vogue in January 2025 as "probably the most important accessory trend of the year so far". With 1.2 million followers, the young woman is one of the most influential knitwear designers in the world. She sells her knitting patterns online.
With 55 permanent and temporary employees, Lang & Co. focuses entirely on B2B business. It outsourced production to Italy in the 1990s. The company, which develops and distributes yarns, supplies around 2,000 retail customers throughout Europe, 85 per cent of whom are located in Western Europe. Around 10 per cent of the yarns are resold via online retail. Yarns made from merino, cashmere, cotton, linen, viscose, and polyamide are sold under the brands Langyarns and Wooladdicts. The company also trades in knitting accessories and patterns worldwide.
"Digital has become hugely important for us," said Jakob Lang. "Last week, we gained 2,500 followers on Instagram all at once, just because we collaborated with two knitting influencers." The 61-year-old represents the sixth generation to run the company. He states that it is yet unclear whether the seventh generation will join the management team and that he would be ready to sell the company if necessary.
