eEquity invests SEK 45 million in TWISTSHAKE to fuel continued rapid global expansion

eEquity, the leading Nordic investor in rapidly growing global e-commerce companies, invests in TWISTSHAKE, the baby product retail brand of the future.  

The baby brand Twistshake, founded in 2014 by Vienar Roaks, has in a short period of time disrupted the baby feeding market through its innovative and colorful feeding products for children aged 0-4 years. The company sells its products in over 70 countries and has since its inception grown at a substantial pace to become a leading player in the market. eEquity, a leading investor in the e-commerce space, invests in Twistshake to provide capital for global growth acceleration. The global baby product market is valued at c.SEK 100 billion and is estimated to display healthy growth going forward.

eEquity’s investment will primarily be used for a broadening of Twistshake’s product offering and inventory, as well as to enhance the customer experience both online and offline. Twistshake currently employs c.20 people and will with the investment be able to strengthen the organisation to build a solid platform for continued global growth. Twistshake’s revenue today is c.SEK 50 million and the company is displaying profitable growth of c.100% year on year.

”We are very happy to bring in eEquity as an investor and to become part of the family of eEquity portfolio companies including iDeal of Sweden, SwissClinic och NA-KD. We searched for an investor with deep knowledge and understanding of the industry and who specifically had previous experience working with brands which combines own online sales with offline distribution. eEquity has a stellar track record of building brands with a clear online strategy coupled with a global foootprint and knows what it takes to develop rapidly growing companies, which is something we deeply value. Togehter we will disrupt the industry and become the leading global baby product company” says Camillo Eriksson CEO and co-founder Twistshake

”We were very impressed by what the company had managed to do in such a short period of time and with limited resources at hand. To be able to become an important player on the market in just 4 years, with 75% of revenues outside of Sweden is a remarkable achievment. The company has unique products which stands out from competitors and are hihgly suitable for a global roll-out, which we with our experience and knowledge will continue to develop. We are now very happy to finally roll up our sleeves and togehter build yet another Swedish export success.” says Felix Erhardt, Partner at eEquity

For further information please contact:

Felix Erhardt, Partner

eEquity AB
Tel: +46 725 101 625


Camillo Eriksson, CEO and co-founder
Tel: +46 76 176 01 40


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 Eleven. eEquity has invested in the online sector since 2010 and has around SEK 1.2 billion under management, in three funds, with a total of 15 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 Twistshake

Twistshake is a leading brand within baby products 0-4 years. Twistshake’s underlying business concept is to provide innovative and fashion forward baby products, primarily within feeding. The company was founded in 2014 by Vienar Roaks, is headquartered in Västerås and has in a short period of time grown its revenues to c.SEK 50 million and to sell its products in more than 75 countries.

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