CDI Global Sweden Advises Online Brands on Acquisition of Frank Dandy, Strengthening Position in Underwear and Basics E-Commerce

GOTHENBURG, Sweden - EntSun -- Online Brands has acquired Swedish clothing brand Frank Dandy, marking another strategic step in the Group's ambition to build a larger, more mature, and profitable e-commerce platform.

The acquisition strengthens Online Brands' position in the underwear and basics segment while adding an established brand with a strong market presence and loyal customer base to the Group's portfolio. Following the transaction, Online Brands is expected to reach pro forma revenue of SEK 637 million and pro forma EBITA of SEK 42.3 million, highlighting the scale and financial potential of the combined business.

Frank Dandy Strengthens Online Brands' Brand Portfolio

Founded around the principles of distinctive design, quality, and functionality, Frank Dandy has established a recognizable position within the underwear and basics market. The brand complements Online Brands' existing portfolio and provides opportunities to leverage the Group's capabilities in marketing, e-commerce, and distribution.

The combination is also expected to create opportunities for operational and commercial synergies, including more efficient customer acquisition, marketing activities, and distribution.

"We are proud of the strong growth Frank Dandy has achieved, driven by our clear customer focus and continuous product development. It is a testament to making the right priorities, hard work, and the trust our customers place in us. Together with Online Brands, I see tremendous opportunities to accelerate our expansion and reach more customers both online and through retailers, in Sweden as well as internationally." — Tuss Odin Ekman, CEO of Frank Dandy

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"We are highly impressed by the development Frank Dandy has demonstrated in recent years. The company has a strong brand, a loyal customer base, and an attractive combination of growth and profitability. The acquisition strengthens our position within Nordic e-commerce, and we see significant opportunities to further develop Frank Dandy together through our combined expertise in brand building, digital sales, and international expansion." — Magnus Skoglund, CEO of Online Brands Nordic

Attractive Swedish E-Commerce Market

The acquisition takes place against the backdrop of a well-developed and highly digital Swedish e-commerce market. Sweden has a mature digital infrastructure and a consumer base with extensive experience purchasing products online, creating favorable conditions for established e-commerce brands.

The apparel market is also undergoing continued change as consumers increasingly consider factors such as product quality, durability, design, and sustainability when making purchasing decisions. Within underwear and basics, these trends create opportunities for brands that can combine functionality and quality with a distinctive customer proposition.

Sweden's relatively strong consumer purchasing power also supports demand for premium and branded products, providing an attractive environment for established e-commerce businesses with scalable digital distribution models.

A Strategic Step for Online Brands

The acquisition of Frank Dandy represents an important step in Online Brands' continued development and expansion. By combining Frank Dandy's brand equity and customer base with Online Brands' e-commerce capabilities, the Group aims to create additional opportunities for growth while strengthening its position in the underwear and basics category.

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With the acquisition, Online Brands continues to build a broader and more scalable e-commerce platform focused on established brands and profitable growth.

About Online Brands

Online Brands acquires, owns and develops e-commerce companies in the Nordic region. The company's strategy focuses on acquiring fast-growing and profitable e-commerce companies with strong brands. The group includes Trendcarpet, Hatshop, Victorins, Kitchenlab, Bread & Boxers, Isbjörn, Allafröer, GetCamping, Reforma, Tanrevel and Wallnest. Online Brands shares are traded on Nasdaq First North Growth Market under the ticker code OBAB.]

About Frank Dandy

Frank Dandy is a Swedish company that designs and sells clothing under the brand name "Frank Dandy". The company has built a strong brand with a loyal customer base and sells both online and through retailers.

About CDI

CDI Global's international reach provides distinctive advantages for multinational clients. CDI Global has successfully partnered with and collaborated with clients around the world, in vertical sectors that span virtually every major industry.  Our executive team works collaboratively to meet your strategic goals and our success is built on the long-term relationships we develop, providing broader insight and opportunities for our clients. We are committed to conducting all of our business activities with confidentiality, respect and integrity.

For more information, visit https://www.cdiglobal.com. Local knowledge, global reach