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In 2012, the two magazine fanatics Michael Krautwasser and Karin Friedli launched LOREM (not Ipsum), a shop that sells independent magazines from around the world on its website loremnotipsum.com. The idea came to them during their travels abroad, where the duo discovered many great magazines that weren’t available in Switzerland. They made a spontaneous decision to turn the idea into reality with their own online shop. LOREM (not Ipsum) now sells more than 230 magazines from small publishing houses all over the world. The popular range of topics and magazines is continuously being expanded.