Inside the outdoor industry

New VC owner for Didriksons

Herkules sells stake to Adelis Equity


Adelis Equity Partners has acquired a majority stake in Didriksons from Norway’s Herkules Capital.

The deal marks the end of a four-year holding period for Oslo-headquartered private equity house Herkules. The company’s management team will continue in their present roles and as minority stake owners.

“Didriksons has had an expansionary period in which we grew in the Nordic region and internationally, including through expanding our focus on product development and a stronger customer offering. We are pleased that Adelis enters new head owners to support us in the next step of our exciting growth trip. Adelis has a strong network and extensive experience in developing Nordic brand and consumer companies. This makes them a strong partner for us, which is valuable as we continue to implement our growth strategy, “said Johan Ekeroth, CEO of Didriksons.

In connection with the transaction, Mats Hedblom, former CEO of Haglöfs, will enter the board.

The recent growth of Didriksons has been driven by expansion in new markets and e-commerce. Today, the brand is sold in over 19 countries with one third of sales online, with a total turnover of approximately SEK 500 million.

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