The Ellos Group consists of Ellos , Jotex and Stayhard and together they form the leading e-commerce group in Nordic fashion and home decoration. All three online stores have broad product ranges, Ellos within fashion and home, Jotex within home textile and decoration and Stayhard within young men's fashion. Together they have 2.4 million active customers. Ellos Group also offers integrated payment solutions, a highly appreciated service. The Group is headquartered in Borås, Sweden, serving primarily Sweden, Finland, Norway and Denmark.

Nordic Capital Fund VII acquired Ellos Group (Ellos and Jotex) in 2013 from Redcats, a subsidiary of the French apparel and accessories conglomerate PPR (today Kering Group), and the ambition is to support the company to continue developing its customer offering and already strong e-commerce solutions. Stayhard was acquired as an add-on acquisition in 2014.

Key Information

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Revenues 2016*

EUR 210 million

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Nordic Capital Fund VII, controlling shareholding

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Head office

Borås, Sweden

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Investment date


* Reported