{"id":17641,"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":"2026-06-25T10:33:29","modified_gmt":"2026-06-25T14:33:29","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\/sv\/transaction\/verdane-acquires-nordicfeel-and-forms-new-online-beauty-giant-for-the-nordic-market-through-merger-with-its-portfolio-company-eleven\/","title":{"rendered":"Verdane f\u00f6rv\u00e4rvar Nordicfeel och bildar ny nordisk e-handelsj\u00e4tte inom sk\u00f6nhet genom merger med portf\u00f6ljbolaget eleven"},"content":{"rendered":"\n<p><em><strong>Livingstones sektorteam inom Consumer och Media &amp; Tech har agerat r\u00e5dgivare till \u00e4garna av Nordicfeel vid f\u00f6rs\u00e4ljningen till Verdane. Transaktionen \u00e4r resultatet av en riktad f\u00f6rs\u00e4ljningsprocess d\u00e4r Livingstone utv\u00e4rderat Nordicfeels styrkor och belyst investeringsm\u00f6jligheten f\u00f6r olika typer av akt\u00f6rer.\u00a0<\/strong><\/em><\/p>\n<p><span style=\"text-decoration: underline\"><a href=\"https:\/\/www.verdanecapital.com\/\">Verdane<\/a><\/span>\u00a0f\u00f6rv\u00e4rvar\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/www.nordicfeel.se\">Nordicfeel<\/a><\/span>\u00a0och sl\u00e5r samman verksamheten med portf\u00f6ljbolaget\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/eleven.se\/\">eleven<\/a><\/span>, och bildar d\u00e4rmed en av Nordens st\u00f6rsta onlineakt\u00f6rer inom sk\u00f6nhet. Det fusionerade bolaget kommer att oms\u00e4tta 370 miljoner kronor, finnas p\u00e5 tre marknader och ha sammanlagt 1,8 miljoner kunder. Respektive varum\u00e4rke och sajt beh\u00e5lls, men ett gemensamt bolag bildas f\u00f6r att sk\u00f6ta utveckling av e-handelsplattform, logistik och marknadsf\u00f6ring.<\/p>\n<p>\u00c4garna till Nordicfeel, grundarna och investeringsbolaget\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/www.mvi.se\">MVI<\/a><\/span>\u00a0som varit minoritets\u00e4gare sedan 2012, s\u00e4ljer till\u00a0<span style=\"text-decoration: underline\">Verdane<\/span>\u00a0i en aff\u00e4r som best\u00e5r av kontanter och aktier i det nya sammanslagna bolaget. Efter aff\u00e4ren kvarst\u00e5r Nordicfeels grundare som minoritets\u00e4gare i det nya bolaget.<\/p>\n<p>\u2013 Vi uppskattade att ha med oss Livingstones team i processen. De visade stor f\u00f6rst\u00e5else f\u00f6r v\u00e5r verksamhet och bred kunskap om e-handelsmarknaden generellt, vilket gjorde att de kunde positionera bolaget r\u00e4tt och jobba strukturerat och med stor f\u00f6ljsamhet, s\u00e4ger Daniel Nilsson, Partner p\u00e5 MVI.<\/p>\n<p>Aff\u00e4ren \u00e4r en i raden det senaste \u00e5ret d\u00e4r nischade, v\u00e4letablerade e-handlare f\u00f6rv\u00e4rvas f\u00f6r att antingen skapa st\u00f6rre marknadsakt\u00f6rer eller f\u00f6r att bredda en befintlig akt\u00f6rs erbjudande till att inkludera flera vertikaler. E-handelssektorn v\u00e4xer kraftigt och konkurrensen \u00e4r redan h\u00f6g, och f\u00f6rv\u00e4ntas \u00f6ka ytterligare fr\u00e5n internationellt h\u00e5ll.<\/p>\n<p>\u2013 Det var intressant att se stort intresse f\u00f6r Nordicfeel fr\u00e5n m\u00e5nga h\u00e5ll, inte bara fr\u00e5n akt\u00f6rer inom sk\u00f6nhet, utan fr\u00e5n andra marknadsvertikaler som vill bredda erbjudandet och \u00e4ven fr\u00e5n offline retailers med behov av att snabbt etablera en betydande n\u00e4rvaro online. Vi ser tydliga tecken hur e-handeln omformar hela retailmarknaden och vikten av att t\u00e4nka igenom positioneringen inf\u00f6r en f\u00f6rs\u00e4ljning, s\u00e4ger Thomas Karlsson, Partner p\u00e5 Livingstone.<\/p>\n<p>\u2013 Intresset \u00e4r redan stort och kommer bara forts\u00e4tta v\u00e4xa f\u00f6r nischade e-handelsbolag, eftersom dessa har goda f\u00f6ruts\u00e4ttningar att bygga en lojal kundbas. Dessa akt\u00f6rer har h\u00f6gre konkurrensf\u00f6rm\u00e5ga eftersom de h\u00f6jer intr\u00e4desbarri\u00e4ren till segmentet f\u00f6r nya akt\u00f6rer. De skapar ocks\u00e5 m\u00f6jlighet att p\u00e5 sikt s\u00e4lja produkter under eget varum\u00e4rke, s\u00e4ger Philip Golbraikh, Associate p\u00e5 Livingstone.<\/p>\n<p><span style=\"text-decoration: underline\"><a href=\"https:\/\/www.nordicfeel.se\">Nordicfeel<\/a><\/span>\u00a0grundades 2006 i V\u00e4xj\u00f6 och var en av de f\u00f6rsta svenska e-handlarna inom sk\u00f6nhet. Bolaget har sedan dess vuxit till att idag vara en av de ledande akt\u00f6rerna i Norden, med verksamhet i Sverige, Norge, Finland och Danmark.<\/p>\n<p><span style=\"text-decoration: underline\"><a href=\"https:\/\/eleven.se\/\">eleven<\/a><\/span>\u00a0\u00e4r av en Sveriges \u00e4ldsta sk\u00f6nhetsbutiker online, med verksamhet i Sverige, Finland och Norge och tre fysiska butiker i Stockholm, \u00d6rebro och Uppsala. Bolaget grundades 2004 i V\u00e4stervik. Verdane har varit del\u00e4gare i eleven sedan 2013.<\/p>\n<p>Transaktionen st\u00e4rker Livingstones track record som en r\u00e5dgivare i e-handelssektorn, efter tidigare aff\u00e4rer som\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/livingstonepartners.com\/sv\/insights\/livingstone-radgivare-till-gudrun-sjoden-nar-ratos-blir-delagare\/\">f\u00f6rs\u00e4ljningen av Gudrun Sj\u00f6d\u00e9n till Ratos<\/a><\/span>,\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/livingstonepartners.com\/sv\/insights\/konsolideringen-av-den-nordiska-byggvaruhandeln-fortsatter-livingstone-radgivare-nar-golvpoolen-saljs-till-bygghemma\/\">Golvpoolen till Bygghemma<\/a><\/span>,\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/livingstonepartners.com\/sv\/transactions\/livingstone-radgivare-till-long-tall-sally-vid-forsaljningen-till-tyska-tristyle\/\">Long Tall Sally till TriStyle<\/a><\/span>,\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/livingstonepartners.com\/sv\/transactions\/verdane-forvarvar-nordicfeel\/\">The Cotswold Company till True Capital<\/a><\/span>, och\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/livingstonepartners.com\/sv\/transactions\/the-rug-company-har-forvarvats-av-palamon-capital-partners\/\">The Rug Company till Palamon<\/a><\/span>.<\/p>\n<p>Livingstone var exklusiv finansiell r\u00e5dgivare och advokatfirman\u00a0<span style=\"text-decoration: underline\"><a href=\"https:\/\/wiggepartners.se\/\">Wigge &amp; Partners<\/a><\/span>\u00a0var juridisk r\u00e5dgivare till MVI och Nordicfeel i f\u00f6rs\u00e4ljningsprocessen.<\/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-17641","transaction","type-transaction","status-publish","has-post-thumbnail","hentry"],"acf":{"team_members":[1955],"date":"20180612","client_type":60,"type":[1063],"region":[408],"services":[469],"sectors":[899,908],"related_transactions":"","related_testimonials":[53369],"contacts":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Verdane f\u00f6rv\u00e4rvar Nordicfeel och bildar ny nordisk e-handelsj\u00e4tte inom sk\u00f6nhet genom merger med portf\u00f6ljbolaget eleven - Livingstone Partners<\/title>\n<meta name=\"robots\" content=\"index, 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