In recent years, Björn Axén has increased its focus on e-commerce and improved distribution control, implementing an enriched omni-channel strategy. Björn Axén is now positioned to scale up the attractive retail product business further, secure future growth and international expansion. The shareholders of Björn Axén mandated MCF to advise on an ownership restructuring process and assess future strategic options to realise the company’s full potential. The deal was structured as an equity transfer between the majority and minority shareholders of Björn Axén.
MCF has a proven track-record in advising entrepreneurial clients and help firm owners navigate complex situations to secure optimal transaction outcomes. In addition, MCF’s in-depth consumer industry knowledge served as an asset to the owners of Björn Axén in outlining new customer-focused strategies and pioneering e-commerce tactics.
Originally founded in 1963, Björn Axén is the thought leading premium haircare specialist in Sweden, embodying craftsmanship and savoir-faire. As Purveyor to the Court of Sweden since 1984 and with multiple awards for superb artistry, Björn Axén is the leading hair care company in Sweden, offering top services and branded premium products. The attractive omni-channel strategy including long standing distributor relationships, own e-commerce platform and unique concept store model combining the advantages of salon and retail experience enable numerous growth paths for Björn Axén.
Johan Hellström, Business developer and owner, Björn Axén, said: “We are very thankful for MCF’s support in realising new strategies to further support our strong brand, and also secure our goal to rapidly scale retail sales internationally. The MCF team has provided us with hands on support and tireless commitment throughout the entire process.”