Brick

# High-Level Overview

Brick is a Stockholm-based startup operating a power bank sharing platform that allows users to rent portable charging devices from distributed stations and return them at any location within the network[1][2]. The company addresses a fundamental modern problem: the anxiety and inconvenience of mobile devices running out of battery while away from home. Rather than requiring users to purchase and carry their own chargers, Brick applies sharing economy principles to mobile charging, enabling seamless on-the-go power access[2].

The company operates on a B2B2C franchise model, partnering with local entrepreneurs to expand into new markets[1]. Brick provides hardware, software, and middleware to these partners, who handle regional sales and operations[1]. This localized approach allows Brick to adapt its service to market-specific needs while maintaining consistent brand standards. The startup has raised €2.8 million and currently operates across 11 markets[5], with power banks available at retail and hospitality partners including Åhlens, ICA, Starbucks, and Hard Rock Cafe[5].

# Origin Story

Brick emerged from a personal frustration in 2019[7]. The founders experienced an incident involving a dead phone, a locked apartment, and a cold night—a moment that crystallized their realization about society's dependence on charged mobile devices[2]. Rather than viewing this as an isolated problem, they recognized a universal pain point: the low battery notification at the worst possible time[2]. After six months of development, Brick launched in January 2020[2].

The founding team includes Emil Esselin (Founder, CEO & Co-Founder) and Jimmy Hagelfors (COO & CMO)[5]. Their insight was deceptively simple but powerful—instead of asking users to own chargers, why not create a distributed rental network modeled on successful sharing economy platforms? This concept proved compelling enough to attract early investment and market validation across multiple European cities[2].

# Core Differentiators

• Distributed network model: Unlike traditional charging solutions, Brick stations are embedded within existing retail and hospitality locations (supermarkets, cafes, entertainment venues), making them convenient and accessible[5]

• Frictionless return logistics: Users can rent from one station and return to any other station in the network, eliminating the burden of returning to the original location[2]

• Localized expansion strategy: Rather than imposing a one-size-fits-all approach, Brick partners with local entrepreneurs who understand regional market dynamics, creating genuine ecosystem fit[2]

• Hardware + software integration: The company provides complete infrastructure (powerbanks, stations, app, middleware) to partners, reducing barriers to market entry[1]

• Multi-device compatibility: Brick powerbanks support charging for phones, tablets, headphones, and other portable electronics[5]

# Role in the Broader Tech Landscape

Brick operates at the intersection of three significant trends. First, it capitalizes on the maturation of the sharing economy, which has moved beyond ride-sharing and accommodation into adjacent categories like device access[2]. Second, it addresses the growing infrastructure challenge posed by ubiquitous mobile device dependency—as smartphones become essential to daily life, the ability to maintain charge becomes a critical service layer[2]. Third, the company benefits from IoT and location-based services, using app-based discovery and station networks to create seamless user experiences[5].

The timing is particularly relevant as cities worldwide grapple with urban mobility and convenience infrastructure. Brick's model demonstrates how traditional problems (battery anxiety) can be solved through platform thinking rather than product ownership, influencing how other essential services might be reimagined. By proving that charging can be a distributed, accessible service rather than a personal responsibility, Brick contributes to broader conversations about sustainable consumption and shared resources in urban environments.

# Quick Take & Future Outlook

Brick has established a viable playbook for international expansion in a market with clear demand and low technological barriers to entry. The company's €2.8 million raise and presence across 11 markets suggest investor confidence in both the business model and execution[5]. However, success will depend on whether the franchise model can scale profitably while maintaining service quality across diverse markets.

The next phase likely involves deepening penetration in existing markets while selectively entering high-potential regions. As mobile device usage continues to intensify and urban populations seek convenience-first solutions, Brick's infrastructure-as-a-service approach positions it well to become a standard amenity in retail and hospitality spaces. The real test will be whether the company can achieve unit economics that work for both Brick and its local partners—a challenge that has historically plagued sharing economy platforms. If executed well, Brick could establish charging as a recognized service category, much like how bike-sharing transformed urban mobility expectations.