Bonnier Ventures Invests in Daisy Grace

Lifestyle company Daisy Grace, founded by Hanna Widell and Amanda Schulman, has a new investor in Bonnier Ventures.

Ulrika Saxon, CEO for Bonnier Ventures, will join the board of Daisy Grace as well. The injection of capital will be used to expand the business.

“I’ve long been an admirer of Hannah and Amanda – they’ve shown they can start up a successful company, and Daisy Grace has an exciting business model that we believe in,” says Ulrika Saxon.

In June 2017, Daisy Grace, which at that time comprised a clothing line and two beauty salons in Stockholm, announced it was expanding both with its business development and recruiting in order to create the Nordic region’s premier lifestyle universe. During the fall, a number of top talents were recruited externally to the executive team, including Therese Palmgren, previously of L’Oréal, now product and brand manager for the beauty segment; and Emma Unckel, previously from Elle, now head of fashion and beauty.

In November 2017, Daisy Grace launched an e-commerce site with its own as well as outside fashion and beauty brands; the digital magazine The Routine; four podcasts of its own; and a selection of its own branded beauty products. Further expansion is now underway with additional beauty categories as well as Beauty Bar, a collaboration with leading Swedish department store Åhléns, which the addition of outside capital will expedite.

“We’ve been approached by different investors for a while now, but for us it was important to find the exact right fit for us,” says Hanna Widell, CEO for Daisy Grace. “When we met Ulrika Saxon and Bonnier Ventures, we understood immediately that they were the right partner, and we are very excited to have them as a shareholder. The investment money will give us even more muscle to expand.”

Bonnier Ventures