eEquity invests SEK 70 million in the fast-growing fashion brand John Henric

eEquity invests SEK 70 million in the fast-growing fashion brand John Henric with the intention of accelerating global growth.

eEquity, a Nordic growth investor focused on digitally-enabled businesses, has completed the eleventh deal in its fourth fund through an investment in the Malmö-based DTC (“Direct to consumer”) company John Henric. The company focuses on the affordable luxury segment and sells men’s fashion apparel and accessories through its own web shop and own physical stores. Through the partnership with eEquity and related growth capital, John Henric will accelerate its growth journey with the intention of becoming the leading brand within men’s fashion.  

John Henric, founded in 2008 by John Ekström and Nicklas Nordbergh, is a fast-growing fashion brand offering a broad assortment of men’s apparel and accessories focusing on the affordable luxury segment. The company has its roots in accessories and has established itself as a leading player in the segment with a global customer base, while successfully expanding its product portfolio in recent years. John Henric represents an impressive entrepreneurial journey with strong top line growth every year since inception without external financing and has received several growth-related awards (DI Gasell and DI Supergasell).

The company has recently gone through a major transformation from being primarily a physical retailer to becoming an online-first player, with 70% of revenues originating from its own e-commerce channel. Thanks to its wide product assortment, John Henric has attracted customers from all over the world, including Great Britain, Denmark, United States and Norway apart from Sweden. The firm’s e-commerce strategy has been extremely successful and is expected to grow by 80% during the fiscal year ending 30 April 2022.

The provided growth capital will accelerate John Henric’s growth agenda through initiatives such as strengthening the organization, implementing state-of-the-art IT, broadening the product assortment, increasing inventory levels and scaling up branding and marketing activities. John Henric is expected to record revenues of approximately SEK 135 million during the fiscal year ending 30 April 2022 and both founders will remain majority owners after the investment.

John Ekström, CEO and co-founder of John Henric, comments

“Nicklas and I are extremely happy with the growth investment from eEquity and it feels great to have them onboard our growth journey. We chose eEquity primarily due to their strong e-commerce expertise and active ownership approach. In addition, we are convinced that eEquity’s deep sector knowledge from previous DTC investments and wide network will be of great value to us. We look forward to scaling the company together with eEquity with the ambition of becoming the leading brand within men’s apparel and accessories.”

Viktor Borg, Investment Manager at eEquity, comments

“I am very impressed by John and Nicklas’ entrepreneurial journey that started back at Lund University in 2008 and the entire eEquity team is proud of being the company’s first external investor. John and Nicklas have built a fantastic company with an astonishing value proposition and has grown profitably every year since its founding. The company has successfully transformed itself to a scalable e-commerce business and we are convinced that we will bring great value to John Henric based on our previous experience from growth journey within adjacent segments.”

About eEquity

Founded in 2010, eEquity is a private equity firm specializing in growth investments in digitally-enabled businesses and e-commerce. The ambition of each investment is to help entrepreneurs realize their goals and visions. Our portfolio companies include NA-KD, iDeal of Sweden, Gordon Delivery, Sweef, Aim’n and Chimi Eyewear. eEquity has led investments of approximately EUR 350 million in +30 companies across four funds. eEquity typically invests in companies with sales between EUR 5-40 million, with an ambition to scale them to over EUR 100 million in sales with profitability. eEquity’s investors include leading family offices, European Investment Fund (“EIF”) and financial institutions. Visit for more information.

About John Henric

John Henric is a Swedish fashion brand focusing on the affordable luxury segment within men’s apparel and accessories, selling through their own web shop and physical stores. The company was founded in 2008 by John Ekström and Nicklas Nordbergh and is expected to record revenues of SEK 135 million during the fiscal year ending 30 April 2022. Please visit for more information.

For more information, please contact

John Ekström, co-founder & CEO, John Henric
+46 (0) 73 32 69 759,

Viktor Borg, Investment Manager, eEquity
+46 (0) 72 74 29 140,

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