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Advises Stronger on its sale to Polaris

Stronger, an extremely fast-growing DTC (direct-to-consumer) brand in women’s activewear, has taken Polaris on board in a partnership to accelerate growth and international expansion.

Stronger was founded in 2014 by Henrik Grundén, Juri Gendelman and Joel Almqvist. Since the start, the company has succeeded in taking a strong position in the fast-growing activewear market for women through a fantastic brand and an attractive product offering. With a scalable business model and best-in-class data-driven digital marketing, the company has achieved exceptionally strong growth internationally. The company had sales of more than €30m (SEK 300m) to women across more than 120 countries globally in 2020.

Strongers business model, which allows for rapid expansion at a low cost and with high degree of flexibility, ensures that marketing resources can be distributed and shifted to priority markets with ease.

To accelerate the company’s growth journey, continue to scale up internationally and take Stronger to the next level, the founders chose to team up with Polaris in a partnership. The founding team will all remain as significant shareholders in the partnership and will continue to be operationally engaged going forward.

“We are pleased to welcome Polaris into a partnership to jointly shoulder our ambitious growth plans and continued work to inspire women to activate themselves in their daily life. Together, we feel confident that we can execute on our ambitious growth plan with our celebrated products” – Henrik Grundén, Creative Director and co-founder of Stronger.

“We are impressed with what the founders and management have built up that has led to a fantastic development Stronger operates in an attractive growth market driven by an increased focus on health and fitness, and we see great potential for further growth — primarily through continued international expansion. We look forward to assisting the founders and management with our experience of company development ”- Johan Pernvi, Partner at Polaris.



Henrik Falkenby

Associate Director

+46 70 377 05 99

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