The Swedish online retailer of jewellery and accessories, Safira offers a variety of fashion and traditional jewellery products, including gold and silver rings, necklaces, bracelets and watches. The company has received a lot of attention for its partnership with Swedish fashionista Molly Rustas, and their joint collection Safira by Molly Rustas.
“People live much of their life online. Couples meet online, and then of course, the wedding ring is bought online. Safira and the products become part of people’s special occasions and everyday life as the online home of fashion accessories,” says Jeff Petterson, CEO in Safira.
So far, Safira has primarily focused on the Swedish consumer market, through Safira.se and its newly opened flagship store in Gothenburg. Following the investment by Verdane Capital IX, the company now targets expansion across the Nordics and beyond.
“Verdane has extensive experience building e-commerce successes in a broad range of industries, leveraging its leading online expertise and know-how. We look forward to working together with Verdane on taking Safira to the next level internationally, and offer fashion accessories online to many more markets,” says Pettersson.
In contrast to the fashion apparel industry, which has seen an influx of major e-commerce platforms in recent years, the movement towards bringing the jewellery industry online has been lagging. According to Staffan Mörndal in Verdane, this is about to change.
“Clearly, the jewellery market is a highly attractive space, and we expect strong growth in online penetration. We believe Safira is well positioned to take part in the offline to online transformation of the industry, and become a market leader within fashion accessories and gold and silver jewellery online,” he says.
About Safira
Founded in 2012, Safira is a Swedish-based online retailer and maker of jewellery and accessories, offering a mix of its own and external brands of a variety of products, including gold and silver rings, necklaces, bracelets and watches.
About Verdane
Verdane is a specialist growth investment firm that partners with tech-enabled and sustainable European businesses. Verdane can invest as a minority or majority investor, either in single companies or through portfolios of companies, and looks to deploy inside two core growth themes; digitalisation and decarbonisation.
Verdane funds hold over €6 billion in total commitments and have made over 400 investments in fast-growing businesses since 2003. Verdane’s team of over 140 investment professionals and operating experts, based out of Berlin, Munich, Copenhagen, Helsinki, London, Oslo and Stockholm, is dedicated to being the preferred growth partner to tech-enabled and sustainable businesses in Europe.
Verdane is also a certified B Corporation, the most ambitious sustainability accreditation globally. The firm only backs businesses that pass its 2040 test, which indicates whether the company can thrive in a more sustainable future economy.
Verdane is partly owned by the Verdane Foundation, which is focused on two areas: climate change and more equitable and inclusive local communities.
More info: www.verdane.com
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Press Contact
Verdane Press Office
press@verdane.com
+46 76 27 28 100
Jeff Pettersson, CEO
Safira
jeff@safira.se
+46 73 39 81 105
