The company was called Naturbolaget Sydost AB at the time of investment and consisted of a nearly 100-year-old store in Kalmar, another in Växjö, and an e-commerce business generating 3 million SEK in revenue. Through focused work from the management team, combined with our marketing strategy, the e-commerce platform, product range, and communication quickly developed, making it a key player in the outdoor niche.

The following year, the e-commerce division’s revenue grew to 7 million SEK, then to 21 million SEK, and eventually over 40 million SEK for the entire company, including the stable physical stores, at which point we sold our stake. Since then, the company has continued to grow through acquisitions and organically, with expectations of reaching 270 million SEK in revenue by 2014.