Verdane enters into agreement with BHG Group to sell HYMA

Verdane, the Northern European specialist growth equity investor, announces that it has entered into an agreement with BHG Group AB, a Swedish publicly listed online home improvement platform, to sell its majority stake in HYMA Skog & Trädgård AB (“HYMA”), a market leading provider of forestry, gardening, DIY, hunting and outdoor goods sold via the online platforms Hylte Jakt & Lantman, Maskinklippet, Duab and Dogger.

Since Verdane created HYMA in 2018 by merging Maskinklippet and Hylte Jakt & Lantman, the Company has demonstrated rapid growth, with revenues increasing from SEK 350 million in 2018 to an expected SEK1.1bn in 2021, and expanding its operations internationally. The transaction, which represents an IRR of over 50 percent for Verdane, will be the first realisation from Verdane Edda I, which closed at SEK 3 billion in 2018. Following completion of the transaction, which is subject to regulatory approval, Verdane will become a shareholder in BHG Group.

Based in Sweden, HYMA’s assortment is made up of a broad range of external and proprietary products. The Group was expanded from its original Hylte Jakt & Lantman and Maskinklippet platform with the aim of developing the business into a niche market leader and growing its operations outside of Sweden and into Northern Europe.

Verdane looks for opportunities to partner with ambitious tech-enabled Northern European businesses to help them reach the next stage of international growth. With Verdane as an investor, HYMA developed a strong record of profitable organic growth supplemented by strategic add-on acquisitions. Sales increased by 28 percent year-on-year in 2020 to SEK750m, and growth momentum accelerated further between 1 January and 30 April 2021 to 46 percent. Verdane will work closely with BHG to support the next growth phase through scale and sourcing advantages, cross-selling and sharing of best practices.

Daniel Ahlstrand, Principal at Verdane, commented: “We want to thank Anders and the team at HYMA for a productive partnership that has established the Group as a leader in its niche. Together, we have grown the Company from a SEK350m platform, created in 2018 through the merger of Hylte Jakt & Lantman and, to a SEK1.1bn revenue company in 2021E that will continue to delight customers as a part of BHG. We wish the team all the best going forward and look forward to being shareholders in BHG.”

Anders Carlsson, CEO of HYMA, commented: “By becoming part of BHG, we are improving our possibilities for accelerated growth. In addition to continuing to operate through our own online destinations, we look forward to utilising BHG’s channels both in Sweden and in the rest of the Nordics. Along with the rest of the management team and our employees, I am excited to continue our journey of growth together with BHG and want to thank the Verdane team for an excellent partnership that has brought us to where we are today.”

Adam Schatz, President and CEO of BHG Group, commented: “We have been following HYMA for a long time and are impressed by the Company’s development. HYMA has a fantastic management team and organisation that has made excellent progress in developing its operations and sales. As the company now becomes part of BHG, we will be able to create excellent conditions for further growth, not only in Sweden, where HYMA already holds a strong position, but also in other Nordic markets. We welcome CEO Anders Carlsson and his team to continue their journey of growth as part of BHG, and look forward to collaborating with Verdane as they become a shareholder in BHG.”

Verdane is one of Europe’s most active specialist digital consumer and e-commerce investors, with a track record in the sector dating back to 2005. Its current portfolio of 20 e-commerce businesses have aggregated annual revenues exceeding EUR1.2bn. Verdane’s e-commerce portfolio include asgoodasnew,, CAIA Cosmetics, Desenio, Farmasiet, MatHem, momox, and Once Upon.

Verdane is currently investing across the Nordics and Germany from its 6 billion SEK Verdane Capital X fund as well as Edda II, which closed earlier this year at its EUR 540 million hard cap.

SEB Corporate Finance acted as financial advisor and Andulf Advokat as legal advisor to Verdane and the Company in connection to the transaction.

About HYMA

About HYMA

HYMA Skog & Trädgård AB (“HYMA”) is a leading Nordic provider of forestry, gardening, DIY, hunting and outdoor goods sold via the online platforms Hylte Jakt & Lantman, Maskinklippet, Duab and Dogger. With a history stretching back to 1911, HYMA’s fulfilment centre is located in Falkenberg, serving customers across the Nordics, and its head office in Hyltebruk, Sweden. HYMA is a part of BHG Group, the largest European online pure-play within the home improvement space.

About Verdane

Verdane is a specialist growth equity investment firm that partners with sustainable, tech-enabled Northern European businesses to help them reach the next stage of international growth. Verdane can invest as a minority or majority investor, either in single companies or through portfolios of companies, and looks to deploy behind three core themes; the Digital Consumer, Software Everywhere and Sustainable Society. Verdane funds hold more than €3bn in total commitments and have made over 120 investments in fast-growing businesses since 2003. Verdane’s team of over 70 investment professionals and operating experts, based out of Berlin, Copenhagen, Helsinki, London, Oslo and Stockholm, is dedicated to being the preferred growth partner to tech-enabled businesses in Northern Europe.

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About BHG Group

BHG is the number 1 consumer e-commerce company in the Nordics. In addition to our Nordic operations, we also have a significant presence in the rest of Europe, as well as in selected markets outside of Europe. Our strong position in these markets makes us the largest European online pure-play within the home improvement space, meaning do-it-yourself and home furnishings. With an ecosystem of online stores, supported by physical destinations and services, such as last-mile deliveries and installation, we offer the market’s leading range of well-known external and strong own brands, totalling close to 1 million unique products and encompassing a complete offering within DIY, leisure, furniture and furnishings.

The Group includes over 100 online sites – including sites like,,, and – and over 70 showrooms. We are headquartered in Malmö, Sweden, with operations throughout Europe. Our share is traded on Nasdaq Stockholm, under the ticker “BHG.”

The BHG brands employ more than 2,000 people, working every day to create the ultimate online shopping experience by combining an unbeatable product range with smart technology, leading product expertise and a broad range of services.

Press contact

Verdane Press Office
+46 76 27 28 100