June 2019

iDeal of Sweden sold to Altor

Altor enters into a partnership with the founders of iDeal of Sweden and eEquity

iDeal of Sweden: a globally established fashion D2C brand

iDeal of Sweden sells mobile and fashion accessories with high design content through an online-first, direct-to-consumer model, supported by a unique and global influencer network.

The company was founded in 2013 and currently has 21 localised webstores across the globe, complemented by an expanding retail network. It has shown impressive revenue growth since inception and is approaching SEK 1 billion in turnover for 2019.

Altor acquires majority stake and will facilitate iDeal of Sweden’s next growth phase

Altor is a Sweden-based private equity firm with total investments in excess of EUR 4.2bn in more than 60 companies. It predominantly invests in medium-sized Nordic companies with the aim to create value through growth initiatives and operational improvements. Altor has an extensive track record within the e-commerce and retail segments, with current and past investments including Dustin, RevolutionRace, Rossignol and Helly Hansen.

Stefan Linder, Partner at Altor, commented on the acquisition saying: “We are highly impressed with the company’s growth and successful digital marketing strategy, including its world-leading influencer marketing, as well as the online first direct-to-consumer model. iDeal of Sweden has also built an impressive platform for further international expansion with a strong management team and state-of-the-art IT in place.”

The founders, management and eEquity will roll over a significant part of their current ownership. The founders will continue in their operational roles as CEO and Head of Product. This represents a landmark transaction for eEquity, who will make 10 times their investment if full earn-out is reached.

Stella EOC acted as sole advisor to the Sellers.

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Patrik Hedelin

Founder, eEquity

“Stella EOC’s competence and understanding of the e-commerce space was reinforced with an attentive, helpful and highly involved approach at every stage of this transaction. This was apparent in both the preparation process and throughout the final negotiations, especially when securing the commercial and economic aspects of the legal agreements. Overall, an extremely satisfying outcome all round!”

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