Aim’n is breaking all records and now worth more than SEK 1 billion

Aim’n, the leading sportwear brand for women known for its girl-empowering values, is growing much faster than plan with high profitability. Aim‘n’s investor, eEquity, is now investing another SEK 150 million following its initial investment of SEK 60 million in March 2020. Aim’n aspires to become the global leader in the women’s sportwear market. 

Aim’n is an innovative, high quality and value-driven brand determined to create the next generation of athleisure and activewear for women. Founded in 2014 in Halmstad, Sweden by Tekla Acs and Helen Van.  

It all started when the founders were tired of wearing uninspiring sportswear and instead created well-fitted and high-quality tights to boost themselves and encourage other women to an active lifestyle. The company name “aim’n” comes from the word aim (to strive forward) which is one of the values the company follows and shares with their customers. When the founders told people about their dream to start an activewear brand, they were met with doubtful reactions. Instead of letting their dream go, they became more determined to succeed and to inspire women around the world to follow their own dreams. 

The journey started on Instagram where the founders shared inspiration, motivation and sneak peeks of their clothes. Their account grew rapidly which created a hype around aim’n’s first collection and within 4.5 hours of launch the entire stock was sold out. The company has since then sold empowering activewear to their followers, often referred to as “the aim’n tribe”, in over 160 countries. Today the company has teams based in Sweden, New Zealand and Asia. 

Tekla Acs & Helen Van comments:

“We are really happy and excited to continue this journey together with eEquity! We decided to partner with eEquity because of their strong industry knowledge, great network and driven team and since our first investment we have felt very supported by them. We look forward to take Aim’n to the next level and to impact more women around the world!”

Since the first investment by eEquity in March 2020, aimn´s has doubled the number of employees, launched new sites in a number of new markets, built up a new marketing and influencer teams increased the product assortment and significantly increased the inventory. 

Patrik Hedelin, Managing Partner at eEquity comments: 

“We are keen to invest more capital in companies performing way above plan like aim´n. We really enjoy the partnership with Tekla and Helen and are impressed how they are building the brand and the aim´n community, how they have recruited top talents to the company, built a complete new organization in marketing and broadened the product assortment since our first investment”. 

Aida Jammal, Associate at eEquity comments:

“The working dynamic between us and Aim’n has been excellent since we first invested 15 months ago. The aim’n team is ambitious, result driven and very coachable which is why they have been able to grow their last financial year nearly 130% while still maintaining their high profitability. The company continues to be very value driven and girl-empowering, and we are proud to further support aim’n so they can reach out to more women around the world.“

Additional questions:

eEquity Managing Partner Patrik Hedelin

+46 70 545 2889

eEquity Associate Aida Jammal

+46 70 855 1525 

About eEquity

Founded in 2010, eEquity is a Private Equity firm (digital growth sector fund) that invests in Nordic internet businesses with a special focus on internet retailing. Portfolio companies include Pricerunner, Footway, NA-KD, iDeal of Sweden, Sweef and PS of Sweden. eEquity has led investments of over SEK 2.5 billion in 35 companies across four funds.  eEquity normally invests in companies with sales between EUR 5-20 million and with an ambition to build them to over EUR +100 million sales with profitability. The companies are normally entrepreneur-led growth companies with potential to become market leaders. The investors behind eEquity are European Investment Fund (EIF), large European family offices and financial institutions. eEquity is led by Patrik Hedelin and Magnus Wiberg, both experienced internet entrepreneurs.

About aim’n

Founded in 2014 in Halmstad, Sweden by Tekla Acs and Helen Van, aim’n is a activewear brand with sales in over 160 countries. The company has offices in Sweden, New Zealand and China and 65+ employees. Aim’n is estimated to have sales of SEK 120 million and an EBITDA margin of c.25% for the fiscal year ending 31 March 2020. The company is passionate about empowering women to live an active lifestyle and inspire them to follow their heart and dreams in life.



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