{"id":12371,"date":"2018-06-12T00:00:00","date_gmt":"2018-06-12T04:00:00","guid":{"rendered":"https:\/\/livingstagenew.wpenginepowered.com\/transaction\/verdane-acquires-nordicfeel-and-forms-new-online-beauty-giant-for-the-nordic-market-through-merger-with-its-portfolio-company-eleven\/"},"modified":"2026-06-25T09:20:19","modified_gmt":"2026-06-25T13:20:19","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\/it\/transaction\/verdane-acquires-nordicfeel-and-forms-new-online-beauty-giant-for-the-nordic-market-through-merger-with-its-portfolio-company-eleven\/","title":{"rendered":"Verdane acquisisce Nordicfeel e, tramite la fusione con la sua partecipata eleven, d\u00e0 vita a un nuovo gigante del beauty online nei Paesi Nordici"},"content":{"rendered":"\n<p><strong>I team Consumer e Media &amp; Technology di Livingstone hanno assistito i proprietari di Nordicfeel nella vendita a Verdane.<\/strong> L\u2019operazione \u00e8 il risultato di un processo di vendita selettivo, durante il quale Livingstone ha valutato i punti di forza di Nordicfeel e illustrato le opportunit\u00e0 di investimento a diversi tipi di potenziali acquirenti.<\/p><p><strong>eleven acquisisce e si fonde con Nordicfeel<\/strong>, dando vita a uno dei maggiori rivenditori online di prodotti beauty nei Paesi Nordici. La nuova societ\u00e0 registrer\u00e0 un fatturato di <strong>370 milioni di SEK (41 milioni di USD)<\/strong>, sar\u00e0 attiva in tre mercati e servir\u00e0 complessivamente <strong>1,8 milioni di clienti<\/strong>. Entrambi i marchi e i siti web saranno mantenuti, mentre una holding si occuper\u00e0 della gestione dello sviluppo della piattaforma e-commerce, delle soluzioni logistiche e delle attivit\u00e0 di marketing.<\/p><p>Gli attuali proprietari di Nordicfeel \u2013 i fondatori e la societ\u00e0 di investimento <strong>MVI<\/strong>, azionista di minoranza dal 2012 \u2013 cedono ora la societ\u00e0 al proprietario di eleven, Verdane, tramite un\u2019operazione che combina equity e azioni della nuova entit\u00e0. A seguito dell\u2019operazione, i fondatori di Nordicfeel resteranno azionisti di minoranza nella nuova societ\u00e0.<\/p><p><strong>Daniel Nilsson, Partner di MV<\/strong>I, ha dichiarato: <em>\u201cAbbiamo apprezzato il supporto del team di Livingstone durante questo processo. Grazie alla loro profonda comprensione del nostro business e all\u2019impressionante conoscenza del settore e-commerce in generale, sono stati in grado di posizionare l\u2019azienda in modo strategico e di lavorare in maniera strutturata e su misura per le nostre esigenze.\u201d<\/em><\/p><p>L\u2019operazione si inserisce in un trend recente in cui retailer online di nicchia consolidati vengono acquisiti per creare operatori pi\u00f9 grandi sul mercato o per ampliare l\u2019offerta di retailer gi\u00e0 esistenti verso nuove verticali. L\u2019e-commerce \u00e8 in rapida crescita e, sebbene la concorrenza sia gi\u00e0 forte, si prevede che aumenter\u00e0 ulteriormente a livello internazionale.<\/p><p><a rel=\"noopener noreferrer\" href=\"https:\/\/livingstonepartners.com\/it\/team\/thomas-karlsson\"><strong>Thomas Karlsson<\/strong><\/a><strong>, Partner di Livingstone<\/strong>, ha commentato: <em>\u201cAbbiamo ricevuto interesse per Nordicfeel non solo da operatori del beauty, ma anche da player di altri settori desiderosi di ampliare la propria offerta, nonch\u00e9 da retailer offline che avevano bisogno di costruire rapidamente una presenza significativa online. Stiamo assistendo a come l\u2019e-commerce stia rimodellando l\u2019intero mercato retail e all\u2019importanza di valutare con attenzione il posizionamento di un\u2019azienda in vista di una cessione.\u201d<\/em><\/p><p><strong>Philip Golbraikh, Associate di Livingstone<\/strong>, ha aggiunto: <em>\u201cL\u2019interesse verso i retailer online di nicchia \u00e8 elevato e continuer\u00e0 a crescere, poich\u00e9 questi operatori hanno la capacit\u00e0 di costruire una clientela fedele. Questi player sono pi\u00f9 competitivi perch\u00e9 alzano la barriera d\u2019ingresso per i nuovi operatori e, nel lungo termine, creano anche l\u2019opportunit\u00e0 di commercializzare prodotti a marchio proprio.\u201d<\/em><\/p><p>Fondata nel 2006 a V\u00e4xj\u00f6, Svezia, Nordicfeel \u00e8 stata tra i primi retailer online di prodotti beauty in Svezia ed \u00e8 oggi uno dei principali operatori nordici, con attivit\u00e0 in Svezia, Norvegia, Finlandia e Danimarca. eleven, fondata nel 2004 a V\u00e4stervik, Svezia, \u00e8 uno dei pi\u00f9 longevi beauty shop online del Paese, con attivit\u00e0 in Svezia, Finlandia e Norvegia. Verdane \u00e8 azionista di eleven dal 2013.<\/p><p>Il completamento di questa operazione consolida ulteriormente le credenziali di Livingstone nel settore e-commerce, a seguito delle recenti operazioni che hanno riguardato <strong>Gudrun Sj\u00f6d\u00e9n (venduta a Ratos), Golvpoolen (venduta a Bygghemma), Long Tall Sally (venduta a TriStyle), The Cotswold Company (venduta a True Capital) e The Rug Company (venduta a Palamon).<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":3385,"template":"","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"client-type":[],"region":[],"sector":[],"service":[],"transaction-type":[],"class_list":["post-12371","transaction","type-transaction","status-publish","has-post-thumbnail","hentry"],"acf":{"team_members":[1510],"date":"20180612","client_type":51,"type":[1127],"region":[391],"services":[448],"sectors":[739,748],"related_transactions":"","related_testimonials":[51957],"contacts":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Verdane acquisisce Nordicfeel e, tramite la fusione con la sua partecipata eleven, d\u00e0 vita a un nuovo gigante del beauty online nei Paesi Nordici - Livingstone Partners<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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