Trendhim added Priveq as investors in the company.

Trendhim, a Horsens, Denmark-based ecommerce business, announced getting into an investment agreement with the private equity company Priveq.

Financial details of the deal were not disclosed. The current owners Sebastian Petersen, Mikkel Andersen and Martin Hojberg Christiansen continues in their operational roles (CEO, CCO and CTO) at Trendhim and as large minority owners.

In connection with the transaction, Roger Kylberg joins as a board member and business advisor.

Trendhim, founded in 2007 by Sebastian Petersen and Mikkel Andersen, during their studies, built an ecommerce company designs and distributes male accessories.The company developed 13 own brands and expanded into 28 countries, with a product portfolio ranging from watches and leather bags to sunglasses, bracelets and necklaces. Trendhim had a 2019 turnover of DKK 115m ($18M).