{"id":4084,"date":"2020-10-26T14:08:23","date_gmt":"2020-10-26T14:08:23","guid":{"rendered":"https:\/\/www.mcfcorpfin.com\/mcf-supports-the-shareholders-of-bjorn-axen-in-a-strategic-review-and-ownership-restructuring\/"},"modified":"2026-02-05T15:51:05","modified_gmt":"2026-02-05T14:51:05","slug":"mcf-supports-the-shareholders-of-bjorn-axen-in-a-strategic-review-and-ownership-restructuring","status":"publish","type":"post","link":"https:\/\/www.mcfcorpfin.com\/news\/mcf-supports-the-shareholders-of-bjorn-axen-in-a-strategic-review-and-ownership-restructuring\/","title":{"rendered":"MCF supports the shareholders of Bj\u00f6rn Ax\u00e9n in a strategic review and ownership restructuring"},"content":{"rendered":"

The Deal<\/h2>\n

In recent years, Bj\u00f6rn Ax\u00e9n has increased its focus on e-commerce and improved distribution control, implementing an enriched omni-channel strategy. Bj\u00f6rn Ax\u00e9n is now positioned to scale up the attractive retail product business further, secure future growth and international expansion. The shareholders of Bj\u00f6rn Ax\u00e9n mandated MCF to advise on an ownership restructuring process and assess future strategic options to realise the company\u2019s full potential. The deal was structured as an equity transfer between the majority and minority shareholders of Bj\u00f6rn Ax\u00e9n.<\/p>\n

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\u2019s in-depth consumer industry knowledge served as an asset to the owners of Bj\u00f6rn Ax\u00e9n in outlining new customer-focused strategies and pioneering e-commerce tactics.<\/p>\n

The Target<\/h2>\n

Originally founded in 1963, Bj\u00f6rn Ax\u00e9n 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, Bj\u00f6rn Ax\u00e9n 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 Bj\u00f6rn Ax\u00e9n.<\/p>\n

Client Statement<\/h2>\n

Johan Hellstr\u00f6m, Business developer and owner, Bj\u00f6rn Ax\u00e9n, said: \u201cWe are very thankful for MCF\u2019s 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.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The Deal In recent years, Bj\u00f6rn Ax\u00e9n has increased its focus on e-commerce and improved distribution control, implementing an enriched omni-channel strategy. Bj\u00f6rn Ax\u00e9n is now positioned to scale up the attractive retail product business further, secure future growth and international expansion. The shareholders of Bj\u00f6rn Ax\u00e9n mandated MCF to advise on an ownership restructuring […]<\/p>\n","protected":false},"author":1,"featured_media":4085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-4084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transactions"],"acf":[],"yoast_head":"\nMCF supports the shareholders of Bj\u00f6rn Ax\u00e9n in a strategic review and ownership restructuring | MCF Corporate Finance<\/title>\n<meta name=\"description\" content=\"MCF supports the shareholders of Bj\u00f6rn Ax\u00e9n in a strategic review and ownership restructuring | Stay informed with our latest M&A, Debt Advisory news. 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