The Babyshop Group, which includes Babyshop.com, Babyshop Norway, AlexandAlexa.com and Oiidesign.se has annual run rate sales of €70 million, 2.5 million website visitors per month and over 500 000 retail customers per year.
Marcus Tagesson, Co-Founder of Babyshop, says, “The acquisition of Babyshop Norway will strengthen our leading position in the market and we are very happy to take the lead in consolidating the children’s premium segment. Together we will have a strong customer proposition, a great brand portfolio and the scale necessary to unlock value in our key markets.”
Babyshop.com was established eight years ago by Marcus and Linn Tagesson with a vision of building the best online kids store in the Nordics. Today Babyshop is a leading player in the global market and has a flagship store in Stockholm, Sweden. The company has won awards including ‘The Year’s E-commerce Award’ at the Nordic E-commerce Summit in 2011 and ‘The Best Retailer for Children’s Products’ at the Habit Fashion Awards in 2012. Babyshop is backed by Nordic private equity fund Verdane Capital VII.
Daniel Ahlstrand at Verdane Capital Advisors, comments, “Verdane Capital VII has backed Babyshop since 2010 and we are thoroughly impressed with the achievements over the past few years. Annual revenues have grown from €4 million in 2012 to the current run rate of €70 million. Babyshop Norway complements Babyshop’s current footprint, so just like in the AlexandAlexa.com acquisition, there is a compelling business logic.”
About Babyshop AS
Babyshop AS was established in 1992 but its roots date back to the 1960s at which time the Floberg family started to sell strollers and other baby gear. With a product assortment from well known brands, knowledgeable staff and a high service level, the company has built one of the strongest brands on the market. Today the company operates 15 multi-channel stores throughout the country with over 450 000 customers.
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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