eEquity, a leading digital growth investor in the Nordics, has completed its fifth deal in its fourth fund with the SEK 50 million investment in PS of Sweden. PS of Sweden is a leading online brand offering innovative and beautifully designed anatomical bridles, horse equipment and riding clothes. Together with eEquity, the company will use the new capital to accelerate growth and position itself as a global leader in the equestrian industry.
PS of Sweden was founded in 2012 by Karin Bjärle in Nyköping, Sweden. The company is at the forefront in product innovation, quality and design and has managed to build a strong brand within the equestrian industry globally. Karin Bjärle, a genuine horse enthusiast with great passion about horses’ wellbeing, has a strong vision to transform how products for both riders and horses are formed, fitted and sold both online and offline. PS of Sweden has sold products in over 50 countries, mainly through its own e-commerce site but also through resellers. The company has grown fast since the start and is today highly profitable with a turnover of SEK 75 million. Thanks to its strong and well-known brand, as well as loyal followers and customers, the company has come a long way despite almost non-existing paid marketing and a small organisation.
Karin Bjärle, founder of PS of Sweden comments:
“I was approached by several private equity firms and I met many of them, but it was not until I met eEquity that I felt it was the perfect match. I feel very safe and comfortable with eEquity as a partner and will also benefit from getting access to their other portfolio companies in the eEquity family. My ambition is to build the company at least 10x larger in terms of revenues while maintaining profitability. Since our latest collection sold out in 29 minutes it is perfect timing to bring in competence and capital to accelerate growth.”
The new equity will primarily be used to build out the team, invest in IT, expand the product assortment, increase inventory-levels, accelerate marketing and rollout globally. Karin Bjärle will continue to be the largest shareholder after the investment.
Jessica Mattsson, Investment Director at eEquity comments:
“PS of Sweden is a fantastic company that fits perfectly into the eEquity portfolio, consisting of strong e-commerce brands where we will contribute with our competence and support the company to the next level and beyond. The equestrian industry is relatively conservative but Karin Bjärle has managed to raise interest among riders around the world to try something new that contributes to an increased well-being for both them and their horses, while looking sleek and stylish. Karin Bjärle’s passion shows clearly in everything she does, and it is so much fun to support her in realising her vision – there truly is endless potential in the company. We look forward to include Karin to our family of entrepreneurs, running global and successful product companies; such as NA-KD, iDeal of Sweden, Aim’n, Twistshake and Verso Skincare where all the companies can share experiences and expertise in order to help each other accelerate growth and profitability.”
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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 and Lavendla. 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 PS of Sweden
PS of Sweden, founded in 2012 by Karin Bjärle, is an innovative company and brand within the equestrian industry with global sales in over 50 countries. The company is based in Nyköping, Sweden and is very profitable with a turnover of approximately SEK 75 million.