Go North in a SEK 77.5 million equity round backed by eEquity.

Go North, a Gothenburg, Sweden-based startup building a business by acquiring Amazon-based small retailers, announced closing an equity financing deal at SEK 77.5 million ($80M).

The money was raised locally from Sweden from investors including eEquity, joined by angel investors Alexander Hars (System OK + Let’s Deal), Ludwig Mattsson (Gavia group), Victor Hielte (Ernstrom Group), Caroline Ingeborn (Leap & Toca Boca), Peter Lindholm (Frontier Car Group), Lena Apler (Collector Bank), Magnus Emilson (NA-KD & Ess Group) William Olsson & Kim Olsson (Stena + Sessan), Gustav Eriksson (Stena + Formica), Sujay Tyle (Merama), and Karin Hallin (Partners Group).

Go North, founded in 2021 by CEO Johan Hallenby, is one of the many startups from Europe looking to acquire and manage a portfolio of small consumer businesses developed on top of Amazon's marketplace. The company claims it handles a portfolio of 11 brands acquired since it started its operations.

Go North was previously pre-seeded at the end of 2021.