{"id":92896,"date":"2026-08-19T13:16:29","date_gmt":"2026-08-19T17:16:29","guid":{"rendered":"https:\/\/livingstonepartners.com\/?post_type=transaction&p=92896"},"modified":"2026-08-19T13:16:29","modified_gmt":"2026-08-19T17:16:29","slug":"verdane-acquires-nordicfeel-and-forms-new-online-beauty-giant-for-the-nordic-market-through-merger-with-its-portfolio-company-eleven","status":"publish","type":"transaction","link":"https:\/\/livingstonepartners.com\/fr\/transaction\/verdane-acquires-nordicfeel-and-forms-new-online-beauty-giant-for-the-nordic-market-through-merger-with-its-portfolio-company-eleven\/","title":{"rendered":"Verdane acquiert Nordicfeel et cr\u00e9e un nouveau g\u00e9ant de la beaut\u00e9 en ligne pour le march\u00e9 nordique via une fusion avec sa soci\u00e9t\u00e9 en portefeuille eleven"},"content":{"rendered":"\n

Les \u00e9quipes des secteurs Consommation et M\u00e9dia & Technologies de Livingstone ont conseill\u00e9 les actionnaires de <\/strong>Nordicfeel<\/strong><\/a> lors de sa cession \u00e0 <\/strong>Verdane<\/strong><\/a>. La transaction est le r\u00e9sultat d’un processus de vente s\u00e9lectif au cours duquel Livingstone a \u00e9valu\u00e9 les atouts de Nordicfeel et identifi\u00e9 des opportunit\u00e9s d’investissement pour une diversit\u00e9 d’acqu\u00e9reurs potentiels.<\/strong><\/p>

eleven acquiert et fusionne avec Nordicfeel pour former l’un des plus grands acteurs du commerce de beaut\u00e9 en ligne dans les pays nordiques. La nouvelle entit\u00e9 affichera un chiffre d’affaires de 370 millions de couronnes su\u00e9doises (41 millions de USD), sera pr\u00e9sente sur trois march\u00e9s et comptera un total de 1,8 million de clients. Les deux marques et leurs sites web respectifs seront conserv\u00e9s en l’\u00e9tat, tandis qu’une soci\u00e9t\u00e9 holding g\u00e9rera le d\u00e9veloppement de la plateforme e-commerce, les solutions logistiques et le marketing.<\/p>

Les actionnaires de Nordicfeel, ses fondateurs et la soci\u00e9t\u00e9 d’investissement MVI qui \u00e9tait investisseur minoritaire depuis 2012, c\u00e8dent aujourd’hui l’entreprise au propri\u00e9taire d’eleven, Verdane, dans le cadre d’une transaction combinant num\u00e9raire et actions de la nouvelle entit\u00e9. \u00c0 l’issue de l’op\u00e9ration, les fondateurs de Nordicfeel demeurent investisseurs minoritaires au sein du nouvel ensemble.<\/p>

\u00ab Nous avons particuli\u00e8rement appr\u00e9ci\u00e9 d’avoir l’\u00e9quipe de Livingstone \u00e0 nos c\u00f4t\u00e9s tout au long de ce processus. Gr\u00e2ce \u00e0 une excellente compr\u00e9hension de notre activit\u00e9 et une connaissance impressionnante du secteur du e-commerce en g\u00e9n\u00e9ral, ils ont su positionner judicieusement l’entreprise et travailler de mani\u00e8re structur\u00e9e et adapt\u00e9e \u00e0 nos besoins \u00bb,<\/em> d\u00e9clare Daniel Nilsson, Partner chez MVI.<\/strong><\/p>

Cette transaction s’inscrit dans une tendance r\u00e9cente o\u00f9 des acteurs sp\u00e9cialis\u00e9s et bien \u00e9tablis du e-commerce sont acquis afin de b\u00e2tir des leaders de march\u00e9 plus importants, ou pour \u00e9largir l’offre de distributeurs existants \u00e0 de nouvelles verticales. Le commerce en ligne conna\u00eet une croissance rapide et, bien que la concurrence soit d\u00e9j\u00e0 forte, elle devrait s’intensifier encore davantage \u00e0 l’\u00e9chelle internationale.<\/p>

\u00ab Notamment, nous avons suscit\u00e9 l’int\u00e9r\u00eat pour Nordicfeel non seulement d’acteurs du secteur de la beaut\u00e9, mais aussi d’autres verticales du march\u00e9 souhaitant \u00e9largir leur offre, ainsi que de distributeurs traditionnels ayant besoin d’\u00e9tablir rapidement une pr\u00e9sence en ligne significative. Nous constatons aujourd’hui \u00e0 quel point l’e-commerce red\u00e9finit l’ensemble du secteur du retail et l’importance de pr\u00e9parer minutieusement le positionnement d’une entreprise en vue d’une cession \u00bb,<\/em> <\/strong> d\u00e9clare Thomas Karlsson,<\/strong><\/a> Partner chez Livingstone.<\/strong><\/p>

\u00ab L’int\u00e9r\u00eat pour les pure-players sp\u00e9cialis\u00e9s est vif et ne fera qu’augmenter, car ils disposent d’une excellente capacit\u00e9 \u00e0 fid\u00e9liser leur client\u00e8le. Ces acteurs affichent une meilleure comp\u00e9titivit\u00e9 puisqu’ils \u00e9l\u00e8vent les barri\u00e8res \u00e0 l’entr\u00e9e dans leur segment pour les nouveaux entrants. Ils offrent \u00e9galement la possibilit\u00e9, \u00e0 terme, de commercialiser leurs propres marques \u00bb,<\/em> explique Philip Golbraikh<\/strong>, Associate chez Livingstone.<\/strong><\/p>

Fond\u00e9e en 2006 \u00e0 V\u00e4xj\u00f6, en Su\u00e8de, Nordicfeel a \u00e9t\u00e9 l’un des premiers pure-players su\u00e9dois de la beaut\u00e9 en ligne. La soci\u00e9t\u00e9 est depuis devenue un acteur de premier plan dans les pays nordiques, avec des activit\u00e9s en Su\u00e8de, en Norv\u00e8ge, en Finlande et au Danemark. eleven est l’un des plus anciens sites de beaut\u00e9 en ligne de Su\u00e8de, pr\u00e9sent en Su\u00e8de, en Finlande et en Norv\u00e8ge.<\/p>

L’entreprise a \u00e9t\u00e9 fond\u00e9e en 2004 \u00e0 V\u00e4stervik, en Su\u00e8de. Verdane \u00e9tait actionnaire d’eleven depuis 2013. La r\u00e9alisation de cette transaction renforce les comp\u00e9tences de Livingstone dans le secteur du e-commerce, dans la lign\u00e9e des cessions de Gudrun Sj\u00f6d\u00e9n \u00e0 Ratos, de Golvpoolen \u00e0 Bygghemma, de Long Tall Sally \u00e0 TriStyle, de The Cotswold Company \u00e0 True Capital et de The Rug Company \u00e0 Palamon.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":96423,"template":"","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"client-type":[],"region":[],"sector":[],"service":[],"transaction-type":[],"class_list":["post-92896","transaction","type-transaction","status-publish","has-post-thumbnail","hentry"],"acf":{"team_members":[93355],"date":"20180612","client_type":3169,"type":[3259],"region":[3180],"services":[3186],"sectors":[3270,3276],"related_transactions":"","related_testimonials":[93562],"contacts":""},"yoast_head":"\nVerdane acquiert Nordicfeel et cr\u00e9e un nouveau 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