Sportlala adds SEK 5M in a new investment round for its sports flash sales site.

Sportlala, a Gothenburg, Sweden flash sales website, adds SEK 5M ($560k) in a new equity investment round. The backers include existing investors - Milla Investment and Chalmers - as well as a new one - Cebon Group, through its investment arm.

Sportlala, founded in 2015 and led by CEO Viktor Sellman, is one of the largest Nordic flash retail store with time-limited campaigns on sports and outdoor equipment.

Prior to this investment, Sportlala raised SEK 6M ($700k) in 2015.