With the transaction, Tradehouse acquires 100% of Scandinavian Brands shares and further extends its leader position in Estonia as a retailer and wholesaler of beauty products and cosmetics and expands its reach in Scandinavia and the Baltics.
Scandinavian Brands, established in 2016 by Kai-Riin Saluste, Karin Kukk and Annelis Rum, is an Estonian capital-based company representing quality brands in the Baltic beauty industry: Löwengrip, Björk & Berries, SG79 STHLM, Atopik Finland, Von Norten, Son Venin, BARR Sweden, and Nakuna Helsinki. The company’s portfolio consists of fast-growing Swedish, Finnish, and Norwegian hair- and skincare brands, including exclusive niche perfumes. Its customer base includes the best beauty retailers and wholesalers in both Estonia and Latvia.
According to Laura Kuldkepp, Chief Executive Officer of Tradehouse, the current transaction was an anticipated step for the company’s further development. Adding new brands to its portfolio will furthermore strengthen Tradehouse’s market-leader position. “The brands represented by Scandinavian Brands incorporate top quality, ethical business standards, and sustainable approach. The company’s portfolio consists of modern, high-quality, and popular hair- and skincare brands, such as, for example, Löwengrip – a highly valued Nordic brand that is recognised by all beauty savvy enthusiasts. Some of the brands were already included in the Tradehouse product range, but now we are pleased to become the official representative of all the listed Scandinavian brands in Estonia, Latvia, and Lithuania,” said Kuldkepp.
The Board Member of Scandinavian Brands Karin Kukk said the merging offered them a long-awaited opportunity to take the company to the next level and will provide the Scandinavian top brands with the springboard to new heights. “We believe that Tradehouse helps us to increase the outreach of much loved Scandinavian beauty brands locally and provide good growth opportunities in the Baltics,“ concluded Kukk.
BaltCap portfolio company Tradehouse is the largest importer and distributor of professional beauty products in Estonia. The company supplies professional hair care products, cosmetics, accessories and equipment to hair salons and beauty professionals, as well as operates retail stores. Tradehouse’s product range includes more than 700 brands and over 100,000 sales items. Tradehouse’s last year’s turnover exceeded €20 million, and the company employs more than 160 people.