Parfym Sverige AB ( has chosen to incorporate Priveq Investment as new shareholder and growth partner. The founder and the current CEO will continue to be a part of the shareholder group. is a Nordic online player within beauty, offering a complete assortment with over 200 established brands in different price segments. The company was founded in 2005 in Sweden and has since expanded to Finland.

Baker McKenzie acts as legal advisor to the founder and shareholders of in connection with the transaction. Baker McKenzie’s team consists mainly of Anna Orlander, John Gustafson and Alex Ydstie.

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