BaltCap invests in Tradehouse, a leading omnichannel player in Estonian beauty product sales

BaltCap Growth Fund (BGF) invests in Tradehouse, the leading beauty products wholesale and retail company in Estonia to further accelerate its growth. BaltCap acquires majority share, the founders of the company, Avo and Angela Kivimaa, retain a minority share and continue supporting the company as members of the supervisory board.

Founded in 2002, Tradehouse has evolved into a unique concept of omnichannel beauty product seller operating 5 large-format stores, a highly successful e-commerce platform and a professional training center in Estonia. The company´s strong track record of growth roots in a wide range product offering to professional and retail clients, best-in-class customer service, and fast and reliable delivery.

„As owners and managers of Tradehouse, our guiding principle has always been to build a business that shapes the future. Partnering with BaltCap will help us to further achieve this goal,” says the founder Avo Kivimaa. “I trust that BaltCap´s expertise in e-commerce, its international platform combined with local presence across the New Nordics, as well as its extensive network of advisors will be the key to our future success,” Kivimaa added.

Sten Sonts, Investment Director at BaltCap says the team is excited to further accelerate company’s growth and expresses gratitude to Tradehouse founders for their trust.

“Avo and Angela Kivimaa have built a unique and well-established ecosystem in the beauty sector. The business has proven its resilience by withstanding disruption caused by COVID-19 and pursuing robust growth attributable to omnichannel sales,” Sonts commented. “BaltCap looks forward to supporting Tradehouse’s plans to expand its e-commerce segment and explore the opportunity to internationalise its concept,” Sonts confirms.

BaltCap was advised on the deal by Ellex team in Estonia which was led by Partner Ermo Kosk and included Senior Associates Alla Kuznetsova and Martin Mäesalu, and Associates Merlin Liis and Kevin Gerretz.