It has now been announced that Sortiment.se buys all the shares in AlphaGeek, which runs the e-commerce store RoligaPrylar in Sweden and AlphaGeek in the rest of the Nordics – an online store for presents, toys and fun gadgets. At the same time, the previous owner Net Departo will invest 13 percent in Sortiment.se, which is part of their new strategy in placing focus on passive investments.
“We have for some time been looking for a partner who can take over the operation and responsibility for AlphaGeek. With Sortiment.se we get a committed partner, who not only has previous experience of AlphaGeek’s products, but who also knows how to run the business effectively” says Anders Andersen, CEO of Net Departo.
Sortiment.se has a long-term strategy to build a broad portfolio of e-commerce stores, which will provide a broad product catalogue for the Scandinavian consumers. The acquisition of AlphaGeek is an important one; the size of it helps Sortiment.se to build their infrastructure for e-commerce.
”We are happy and excited about the acquisition of AlphaGeek. The company is not only an icon in the Swedish e-commerce, but also a store with a niche and product range that suits us as individuals really good” says Anton Troedson, founder of Sortiment.se and new CEO of AlphaGeek.
Sortiment.se, is also based in the region, being in Eslöv, and is a smaller company than RoligaPrylar, so in that way the company is taking the entire business to a new level. This merger of Sortiment.se and AlphaGeek will make them to one of the larger e-commerce store in Scandinavia for toys, presents and gadgets with an approximate turnover in 2015 of 4 million €. The main competitor is also in this region – with Malmö-based Coolstuff, which reported a turnover of just below € 11 million last year.
Roliga Prylar got a lot of attention when the site was started for being run by Dan Nilsson, who became famous for his open and transparent blogging about it and other ventures (you can read the old blogposts here). Dan sold the majority of the company to Net Departo in 2013, and now the company has changed hands completely. Dan has since moved on to new projects in the e-commerce sector, being one of the co-founders of Fyndiq, as well as behind the largest Scandinavian e-commerce community ehandel.se and co-founder of the translation service Contentor (transparency: Karsten Deppert, who is the initiator of this site, is also a co-founder at Contentor). He also just recently making news with two new ambitious projects: e-handelsindex and the E-commerce Park of Sweden.