Clearwater International advises Soft Goat and By Malina on the sale to Stella Capital
Clearwater International has advised the digitally native fashion brands, Soft Goat and By Malina, on the sale to the Swedish Private Equity company, Stella Capital.
Soft Goat is a rapidly growing direct-to-consumer cashmere brand founded in 2011 by Stephanie Bergström and Erik Magnusson. With a wide and well-curated assortment of high-quality garments, the brand has become the number one destination for cashmere within the Nordics. Its direct-to-consumer business model enables Soft Goat to offer a premium product at a reasonable price, in a category otherwise associated with high prices.
Founded in 2010 by Malin Ek Andrén, By Malina is the go-to women’s occasional wear brand, providing stylish designs that are marked with a distinct aesthetic. The brand is well-known and appreciated for its colourful and playful, yet feminine designs which contrast with the traditional minimalistic Scandinavian style. The brand has established a successful multi-channel strategy with a selective network of reputable retailers complementing its own e-commerce.
Although the companies have no previous history of co-ownership, they have throughout the years been managed in parallel at their shared head office. Going forward the brands will remain separate, but the companies will intensify their collaborations.
The founders chose to partner with Stella Capital to accelerate the companies’ growth journey, gain valuable e-commerce expertise and enhance international expansion opportunities. The founding team will all remain significant shareholders in the partnership and will continue to be operationally engaged.