Gothenburg-based Horsemeup, online merchandiser of clothing for equestrian afficionados, raises $190k from Backing Minds

Horsemeup, a Gothenburg, Sweden-based online merchandiser of clothing for equestrian afficionados, raised $190k from Backing Minds.

Horsemeup sells a little more fashionable garments on horseback with the vision to "create a store where you can find everything you need at the horse and yourself."

Backing Minds is a VC house founded by Swedish e-commerce entrepreneurs Sara Wimmercranz and Susanne Najafi. Horsemeup is Backing Minds' first investment.