Centra in a SEK 100 million investment deal backed by Verdane.

Centra, a Stockholm Sweden-based Software-as-a-Service business offering an e-commerce platform for midmarket consumer goods brands, announced getting into an investment agreement.

The deal was made with the private investor from Norway Verdane Capital, which will control a minority stake in the company post deal. The transaction was made for SEK 100 million ($11.1M), according to local media sources.

Proceeds will be used support plans for internationalisation and product offering expansion.

Centra, founded in 2014 by CEO Martin Jensen, Piotr Zaleski and Frans Rosen, develops SAAS that provides complete direct-to-consumer and wholesale services for fashion and lifestyle brands. The company works with both B2B and B2C retailers, as it offers API-based tools that helps midmarket consumer goods brands with their Direct-to-Consumer and wholesale operations. Centra provides a comprehensive and cost-effective platform for brands looking for an alternative to the more complex enterprise-level solutions, with customers including Sandqvist, Nudie Jeans and Eton Shirts.