Addnature takes Isbjörn chunk

Monday, 1 May 2017 0:00

Addnature founders Mathias Hedström, Klas Berggren and Martin Larsson have become partners in the premium outdoor children’s clothing and accessories manufacturer, making them the third largest shareholder in the company. 

Hedström became chairman of the board last year and already has an active role in the company, which is going through an expansive phase, investing heavily in Scandinavia, Europe and China.

This year it will introduce the industry's first three-layer ski collection for juniors, as well as extending strategic partnerships with PrimaLoft and Bluesign.

Maria Frykman Forsberg, CEO of Isbjörn of Sweden, commented: “Having the founders of Addnature as part owners and investors clearly demonstrates their commitment to our future growth.  Klas, Martin and Mathias complement each other extremely well, which has been a big part of their entrepreneurial success in building such a strong business, particularly through e-commerce.  As a team, they have excellent knowledge of the sports and outdoor industry and we look forward to working closely with them as we enter an exciting phase of growth and development at Isbjörn.”

Mathias Hedström, chairman of Isbjörn, added: “After closely following the development of Isbjörn of Sweden for more than ten years, both as being one of their biggest clients with Addnature and for the last year as chairman of the board, it is an honour to finally become a shareholder in the company. Maria and Camilla have built a solid company and brand that has a great confidence among Swedish families and retailers. I look forward to working with them to continue the global expansion with a longer-term growth strategy which we will work hard to deliver.”

Martin Larsson of Addnature added: “Maria Frykman Forsberg and Camilla Schmidt have proven they are the right people to run the company and its development. With the best technical and eco-friendly products, positive development and strong management, Isbjörn of Sweden has a winning combination. It is a great opportunity for me to be part of their exciting future.”


By Ronnie Dungan

Latest issue - OCC August 2017

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