Enterstore acquires majority stake in Miss Mary of Sweden to strengthen group's international presence
Enterstore acquires majority stake in Miss Mary of Sweden to strengthen group's international presence
enterstore, Prague-based e-commerce group which owns the leading Central European online lingerie retailer Astratex, has acquired a majority stake in Miss Mary of Sweden, a traditional Swedish lingerie brand. With both companies of similar revenues of 55 and 50 million EUR respectively, this strategic acquisition is a key step in enterstore’s international ambitions and strengthens its position as a leader in the e-commerce underwear market.
Founded in 1957, Miss Mary of Sweden has earned a reputation for high-quality, well-fitting lingerie and swimwear. With a strong market presence in Scandinavia, DACH, Benelux and the U.S., the brand’s exceptional craftsmanship and commitment to comfort have garnered a loyal customer base worldwide.
The acquisition aligns with enterstore’s vision of creating a robust international group of leading e-commerce brands. Together with Astratex, Miss Mary will cooperate closely to support growth of both companies on existing and new markets.
“We are excited to welcome Miss Mary to the enterstore family. We have been impressed with the company’s success story and growth. As a strong legacy brand with clear online focus, Miss Mary perfectly fits our portfolio and vision. Together with Astratex they are complementary e-shops and although they will continue to be run independently by their current managers, jointly will become leading European lingerie online retailer” said Jozef Janov, managing partner of Hartenberg Holding.
Elisabet Sandström, CEO of Miss Mary of Sweden, remains at the helm of the company and expressed her excitement about the partnership: “Joining enterstore marks a pivotal chapter in Miss Mary’s history. Their expertise in e-commerce, paired with the shared vision for further international growth, will enable us to bring our high-quality lingerie to even more customers across Europe and beyond.”
“Having established the platform and proven the scalability, we are pleased to hand over Miss Mary to enterstore and Hartenberg for the next leg of the journey, while still under management of Mrs Sandström. We are also happy to add another successful investment to our realised track record of consumer brand investments in this market” says Sofia von Schéele, Partner at Scope.
The collaboration is underpinned by the joint ambition to unlock synergies within the group while building on Miss Mary’s legacy as a trusted brand. The experienced and enthusiastic management teams of enterstore, Miss Mary and Astratex will work closely to ensure seamless integration and continued growth.
With this acquisition, enterstore strengthens its position as a leading force in the European lingerie market. By combining the expertise and market presence of both Astratex and Miss Mary of Sweden enterstore is poised to create a truly international powerhouse in women’s underwear.
The advisors for the transaction were Grant Thornton, handling the financial and tax aspects, and Advokatfirman Vinge, managing the legal matters.
About Miss Mary of Sweden
Miss Mary of Sweden, established in 1957, is an international lingerie and swimwear brand known for its high-quality and expertly in-house crafted designs. The company operates across key markets, including Germany, the Netherlands, Sweden, Denmark, U.S. and others.