enterstore, the Prague-based e-commerce group backed by Hartenberg Holding, has acquired an 80% stake in Joemerino B.V., the Dutch direct-to-consumer brand behind Joe Merino — a leading European name in premium merino wool essentials for men.

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Founded in 2011 in Amsterdam by Ron Beckers, Joe Merino began with a single V-neck pullover in six colours and has grown into a collection of more than 50 models across 60+ colours, all made from the finest merino wool sourced primarily from Australia and New Zealand. With revenues of over €15 million, the company has grown organically and profitably throughout, serving customers in more than 40 countries from its core markets in the Netherlands, Belgium and Germany.

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Joe Merino sells exclusively direct-to-consumer, predominantly online, complemented by three flagship stores in Amsterdam, Antwerp and Düsseldorf. The brand has built an unusually loyal following with roughly 70% of first-time buyers returning. It follows a set of principles that sets it apart in the apparel market: no discounts, no clearance sales, no seasonal collections, and no wholesale or marketplace distribution.

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For enterstore, the acquisition extends the group's reach into premium apparel and adds an eight brand to a portfolio that already includes Astratex, Sportega, Ovečkárna (Woolville), Unuo, Miss Mary, Kinderkraft and Čisté Dřevo. Joe Merino's online-first model, international customer base and disciplined approach to pricing and inventory align closely with enterstore's strategy of building a family of leading niche e-commerce brands with European scale.

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Elisabet Sandström, CEO of enterstore: ”Joe Merino is exactly the kind of brand we look for — a clear proposition, genuine product quality, and customers who come back year after year because they trust what they are buying. Ron and his team have built that patiently and on their own terms. Our job is to support them with the e-commerce know-how, sourcing scale and international infrastructure of the group, so that more men across Europe can discover Joe Merino — while staying true to the principles that have made the brand so successful.”

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Ron Beckers, founder of Joe Merino, who remains a shareholder in the company: "From the beginning, Joe has been about doing a few things properly: the best merino wool, timeless designs, fair prices and looking after our customers long after they have bought from us. Finding a partner who understood that mattered more to me than anything else. In enterstore I found a group that respects what Joe stands for and has the experience to take the brand further than we could on our own. I am proud to continue alongside them in this next chapter."

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Jozef Kováč, Investment Director at Hartenberg Capital: "Ron built Joe Merino over fifteen years by being consistent about a handful of things and refusing to compromise on any of them. That kind of business rewards patience from an investor, not intervention. Our role is to give the company the resources of a European group — sourcing, marketing, logistics, talent — and otherwise to let the brand keep doing what it has always done well."

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About Joe Merino

Joe Merino is a Dutch direct-to-consumer brand offering premium, timeless basics for men made from the finest merino wool. Founded in Amsterdam in 2011, the company sells online across Europe and operates flagship stores in Amsterdam, Antwerp and Düsseldorf.

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www.joemerino.com

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