8 june 2015

eleven.se acquires beauty.theyouway.com

beauty.theyouway.com, selling beauty products online, was acquired by Aftonbladet in April 2013. Since then, the company has become an important player in the Swedish e-commerce market.

eleven.se has since the start in 2004 been a first mover within the beauty segment, today offering the customers more than 900 brands within beauty, hair and skin care as well as fragrance. With passion for e-commerce and beauty products, eleven.se has helped the beauty industry to develop online.

“We are very positive to the acquisition since they, like us, has a great dedication for beauty products. The acquisition strengthens our market position, at the same time as we get to continue the great work that beauty.theyouway.com has put down throughout the years. Our goal is to give our customers the best customer experience, a complete assortment and to be the obvious destination for the latest within beauty” says the CEO and founder of eleven.se.

The acquired business will be a part of the current organisation within eleven.se, which means that the beauty.theyouway.com name will no longer be used and the plan is to cover the product assortment at eleven.se going forward.

The editorial page The You Way is not affected by the sale and will continue to be managed by Schibsted Publishing.

Company information
eleven AB, founded in 2004 by Michael Gegerfelt, is an authorised dealer with a product assortment covering more than 900 brands and 30 000 items from the most popular and prestigious brands within the beauty segment.

The company is headquartered in Stockholm with the central warehouse in Västervik. The management includes Michael Gegerfelt (CEO), Fredrik Junefelt (CFO) and Hannes Hasselrot (CPO). Majority owners are Michael Gegerfelt, eEquity AB and Verdane Capital.