Denmark's largest webshop for beauty products, NiceHair.dk, receives a major cash injection from Egmont Publishing.
With the investment in Nice Hair Egmont takes another step in its strategic focus on e-commerce. The ambition is to create a portfolio of companies that pass revenue of a billion DKK already in 2016.
"The investment fits very well with our e-commerce strategy, where we look for companies with success within their niche. Nice Hair is a strong company with the best and widest range of beauty products", says Director M & A in Egmont Publishing, Peter Schrøder.
According to Peter Schrøder quality content and counseling plays a growing role for consumer's choice of products when shopping online. And there is an obvious synergy between the recent acquisitions and Egmont Publishing's media and the powerful skills in the beauty area.
NiceHair.dk was established in 2009 and today the site is the largest online shop for beauty products. Managing director and founder of Nice Hair Tonny Nielsen Bruun is happy about the new partnership:
"Egmont is a strong partner that can help to fulfil our ambitions. We can now expand our range significantly and accelerate our ambitious growth plan. We become part of a larger network where beauty has a strong position - we will look forward to. Our mission is to provide the widest range of high quality beauty products, as one can buy from the salon, at reasonable price and with overnight delivery", he says.
Number six in a row
Nice Hair becomes part of the series of e-commerce acquisitions that Egmont Publishing has made in recent years. Jolly Room is present in Denmark, Sweden, Norway and Finland, Fjellsport sells outdoor equipment in Norway and Sweden, Med24 sells health and health care products in Denmark and Sweden, Bagaren och Kocken sells high-end kitchenware in Norway and Sweden and Animail sells equipment for pets in Norway and Sweden.