Glitter International Acquires E-Commerce Company Safira

Glitter International has, as of March 3rd 2025, acquired 100% of the shares in the e-commerce company Safira from Verdane and other co-owners.

Glitter International, the parent company of the Glitter Group, offers a wide range of jewelry and accessories through 156 stores and e-commerce across the Nordic market. In recent years, the group has demonstrated strong and stable profitability and liquidity.

Safira was founded in 2012 and has been owned since 2017 by Verdane, the founders, and other co-investors. The company currently has an annual revenue of approximately SEK 50 million and has successfully turned a negative trend into a positive operating result.

"With this acquisition, Glitter is taking the next step in our growth journey. Backed by our strong owners, we see this transaction as a key piece in accelerating long-term profitable growth and further developing our digital business together.

I am impressed by how Safira has built a strong brand and an efficient digital platform," says Susanne Börjesson, CEO of Glitter International.

"I am very pleased that Safira has found a new strong industrial owner in Glitter, who can take the business to the next level," says Helena Sundgren, CEO of Safira.

For further information, please contact:

Susanne Börjesson,
CEO, Glitter
susanne.borjesson@glitter.se