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Priveq acquires

Valentum advised the owners of on the sale to Priveq.

Parfym Sverige AB ( is an online beauty retailer in the Nordics, offering a full range of beauty products that carry more than 200 well-established brands in different price ranges. The company was founded in 2005 and has since expanded into Finland, rapidly becoming a favourite amongst customers. The business, that operates through three different websites, has a turnover of more than SEK 200 million. Parfym’s head office is in Stockholm.

“The team and I are looking forward to working with Priveq as a partner, who will become a fantastic addition for our continued development. We are convinced that Priveq, with its wide experience and network, will contribute to creating value, both for the organisation and our customers”, says Darko Drašković, CEO at Parfym

“As the founder of I am pleased to bring Priveq in as a partner. I’m looking forward to, together with Priveq, continue the development of” says Per Ejerhed, founder and previous owner of Parfym.

“We are delighted to become partners with and continue contributing to future growth. We have been following the company for a long time and have been impressed by its strong position in the market. Since the beginning, has also succeeded in balancing high growth with two-digit profitability in a competitive industry”, says Maria Perez Hultström, investment manager of Priveq.

Valentum’s project team consisted of Gustaf Plyhm, Martin Agerup and Jonathan Enqvist.

About Valentum

Valentum manages company sales in an innovative way, focusing on sales and acquisitions of large unlisted companies.

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