27 may 2013

Unity Beauty Group acquires Eleven.se and strengthen its position as the Nordic challenger in beauty

Unity Beauty Group AB which since 2012 owns Parelle Cosmetics is, with its 20 stores and webshop, Sweden’s second largest beauty retailers. With the acquisition of Eleven.se, the leading online player, the group further strengthens the position.

Eleven.se has a turnover of approximately SEK 80 million and has with its 800 brands the widest range of cosmetics and fragrances in the market. Unity Beauty Group acquires all shares in the company and Eleven.se becomes sister company to Parelle Cosmetics. Sellers Michael Gegerfelt and Mikael Simonsson will become part of the management team of Unity Beauty Group, and even become partners alongside former owners eEquity AB, and the company’s founder Susanne Najafi and Alexis Priftis.

“Eleven.se is a very well run company with a strong customer base, and a fantastic addition for us. We look forward to get the absolute top expertise in e-commerce in our management team to strengthen our online venture further, “said Susanne Najafi, CEO of Unity Beauty Group.

“We see a strong match between the companies and believe that together we will be able to realize our vision of creating a new kind of quality shopping experience online and offline for customers throughout the Nordic region,” said Michael Gegerfelt.

Eleven.se was founded in 2000 by Michael Gegerfelt and is an authorized online reseller with a product range of about 25 000 items of the most popular and prestigious brands in the beauty category. Today Eleven.se the leading player online in Sweden.

Parelle founded in 1962 and is with its 20 member-owned stores and salons Sweden’s largest chain of beauty treatments, as well as the third largest chain of perfume and cosmetics, and since November 2012 also engaged in e-commerce via www.parelle.se.

eEquity is a Swedish holding company for investments in e-commerce, both in terms of physical products and services. eEquity currently has 10 portfolio companies and manages several hundred million. Magnus Wiberg co-founded Pricerunner and built the company into a leading price comparison service in Sweden and England and then sold the company to ValueClick, listed on Nasdaq. Patrik Hedelin co-founded the former boo.com where Patrick was Chairman and responsibility spirit of fundraising area.

For further information please contact.

Felix Erhardt

eEquity AB

Tel: +46 725 101 625

Email: felix.erhardt@eequity.se