eEquity invests in Lavendla

eEquity invests SEK 15 million in Lavendla – to continue the digitalisation of the funeral market

The online funeral agency Lavendla is leading the digitalisation of the Swedish death care market. eEquity together with Bonnier Ventures are now investing in total SEK 23 million to enable further growth and geographical expansion.

The company, growing by 170% with great customer reviews, was founded in 2014 by Jakob Nordström. Lavendla is currently serving the Swedish market, with main focus on making the very best experience for each and every customer. The death care market in Sweden is one of the least digitalised verticals but Lavendla has shown that it is both easy and convenient to order a funeral online, as well as it increases the transparency for the customer.

eEquity together with Bonnier Ventures are now investing to support the company in its further growth both in Sweden and internationally.

CEO and founder Jakob Nordström comments:

“It’s inspiring that Bonnier Ventures and eEquity believe in us. “We have a strong team and have had a good year with many new customers who have chosen our combination of digital services and personal approach. Bonnier offers a broad media reach and knowledge, while eEquity provides important experience in e-commerce. Now we have a great opportunity to continue to earn our customers’ trust, and expand in Sweden as well as internationally.”

Jessica Mattsson, Investment manager at eEquity comments:

“I am very impressed by Lavendla, they have shown that they can both grow fast and keep a very high service level, a tricky combination for most companies but particularly in this market where nothing can go wrong. I believe the death care market will have a great benefit of increased transparency and openness, and Lavendla is perfectly positioned to lead this transformation. Further, the investment is in the sweet spot for us, given the low level of digitalisation of the market, a very strong team and we will support the company in every way we can given our experience from other e-commerce and online businesses.”—siktar-pa-utlandsexpansion,11767.html

For more information please contact:
Jessica Mattsson
Investment Manager eEquity
+46 70 796 14 01

Jakob Nordström
CEO and founder Lavendla

About eEquity
eEquity is a leading Private Equity firm that invests in Nordic internet and e-commerce companies. The E-commerce companies includes names such as WhiteAway, Footway,, RoyalDesign, Caliroots, Kidsbrandstore and iDeal of Sweden. eEquity has invested in the online sector since 2010 and has around SEK 1.3 billion under management, in three funds, with a total of 17 portfolio companies.  eEquity invests primarily in entrepreneur-led growth companies with potential to become market leaders. The investors behind eEquity are significant European family offices and financial institutions. eEquity is led by Patrik Hedelin and Magnus Wiberg who are both experienced internet entrepreneurs with experience from and Pricerunner.

About Lavendla
Lavendla is an online funeral agency currently serving the Swedish market. The company was founded in 2014 by current CEO Jakob Nordström and is based in Solna just outside Stockholm. Lavendla provides services under the brands Lavendla and Wilja.

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