priveq – new growth partner for

Morris Law has advised Priveq Investment in connection with Parfym Sverige AB, owner of, one of the largest Nordic online operators within beauty, has chosen to incorporate Priveq as a new owner and growth partner. The founder and current CEO of will continue to be a part of the ownership group. was founded in 2005 as an online challenger to the traditional perfumeries. Today is one of the largest beauty e-tailers with three website and operation in Sweden and Finland. The company offers a complete assortment within beauty – hair care, makeup, skincare and fragrances, with a brand portfolio including both strong international and local brands in different price segments.

The Morris Law’s team mainly consisted of Per Granström, Gustav Thorslund, Niclas Lindblad and Anders Eriksson.

For further information, please see Priveq press release here.

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