Our history

The idea of ​​developing Smart in the dark was started when Ann-Sofie Hermansson, the founder, discovered that there were no appealing reflexes for the well-dressed woman and man. Everything started with a problem. Our founder, Ann-Sofie, had recently purchased a black jacket that was both warm and stylish, a true favorite from the very first moment. But at evening walks, on their way to the city to work or meet friends, it felt so sad to dress the jacket with reflexes in yellow or with the right childish motives. She had to choose either to be handsome or sure.

She started vacuuming the market after reflexes for adults, but could not find any. At the same time, she discovered that very well-dressed bar reflexes. There was simply a hole in the market and that was what then became the foundation of this company. The ambition was from the beginning to be able to offer designed, stylish and safe reflexes that people want to wear!

Ann-Sofie began looking for ways to realize the idea, which at the time consisted of a reflex product. Going from idea to finished product has many challenges. Being a sole entrepreneur in Europe and finding partners is really a matter of trial. In October 2014, the first Nordic Silver Collection was launched at the Entrepreneurship and Leadership Day in Gothenburg. At last, the next phase of our business development began, where we are passionately working to make people feel safe and close to the traffic. Be afraid of you in the dark!