In 2005, Aggregate invested in the e-commerce company Bythjul.com. The business was founded by the Fredriksson brothers (Marcus, Oscar, and Victor), who identified significant opportunities in making tires and rims accessible online to the wider public. With a clear understanding of market demands, a media investment from Aggregate, and strong entrepreneurial leadership, the company was poised to quickly capture significant market share.

Key success factors at launch included a search function that matched car registration numbers with the correct tires and rims and the development of a nationwide network of service workshops. This approach lowered barriers for consumers, making it easier and more appealing to purchase tires and rims online.

Aggregate’s media investment allowed the company to capitalize on the limited competition of the time and establish itself as a leading brand.

Sales took off in the fall of 2005, reaching a turnover of SEK 12 million for the full year. By 2006, the company had doubled its turnover to SEK 24 million, and Aggregate sold its stake to Verdane Capital the same year.

Bythjul has continued its strong growth trajectory, with a turnover exceeding SEK 200 million in 2013. Aggregate was represented on the board by Peter Brodén until 2007/2008.

Quote from Founders Marcus Fredriksson, Oscar Fredriksson, and Victor Fredriksson:
“Aggregate made it possible for us to transition from a hobby project to a ‘real’ business. With their expertise and media capital, Bythjul.com was able to shift gears and, most importantly, dared to invest significantly in marketing during our early years. Aggregate truly was a springboard that played a major role in making Bythjul.com the company it is today!”