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CEO and owner of Miss Mary partner with Scope; Continued expansion for premium underwear brand


STOCKHOLM, Sweden - December 18, 2018 - Miss Mary of Sweden, a leading European underwear brand for women, today announces a partnership with Scope,the Nordic growth equity fund. As a result ofthe transaction, Elisabet Sandström, CEO of Miss Mary, will become owner of the company with Scope as the new majority shareholder. Peter af Burén, the originalowner of Miss Mary since 1989, willcontinue to be a significant shareholder of the company. Scope will continue the company’s growth journey, strengthen the company’s management team, and further strengthen the brand and offering together with Elisabet Sandström and Peter af Burén.

“Miss Mary has been privately held by entrepreneurs since inception and for thepast 30 years owned by Peter af Burén. Partnering with Scope allows us to build on the company’s heritage and at the same time add competence to create a scalable organization, develop the brand and our offering. Scope has a solid track record of investing in growth companies in general and has specific experience from having built successful consumer brands such as Klättermusen, Footbalance, Happy Socks and Happy Plugs. Scope’s experience will be a great additionin taking the next stepon our planned growth journey”, says Elisabet Sandström, CEO Miss Mary.

Miss Mary, founded in Borås, Sweden, has since 1957 providedhigh quality and functional lingerie to women across Europe and North America. The company’s success is built in close partnership withleading online and mail order focused resellersin the Nordic countries and Germany. In addition, Miss Mary has under the leadership of Elisabet Sandström upgraded its product offering and seen strong consumer demandpartly driven by online sales, which today represents a substantialpart of the company’s total revenues. The company has a solid track record of profitable growth and is expected to reach revenues of close to EUR 14m in 2018.

Miss Mary provides women with world class lingerie of exceptional fit and comfort in long-lasting quality that express women's beauty. With a consumer centric mindset, in-house production and design process, Miss Mary takes pride in facilitating the life of their customers -strong women with high functional and quality demands.

“We see great potential in the positioning of Miss Mary’s offering towards an attractive customer group and believe the company is well positioned in the current changes of the retail environment where high-quality inhouse production and designare gaining traction. We very much look forward to working with Peter, Elisabet and her team to take Miss Mary to the next level”, says Johan Mårild, partner at Scope.

For more information please contact:

Elisabet Sandström 

CEO, Miss Mary

+46 705 18 93 59

Johan Mårild 

Partner, Scope 

+46 721 99 08 00


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About Miss Mary

Miss Mary offers world class lingerie, targeted to women with high demand for quality, fit and comfort. Miss Mary is one of few fashion brands that care for the entire product life cycle - from the first sketch to the finished product in the customers’ hands. The pattern making process is extensive with individual testing and fitting for each size to ensure a perfect fit, always. The company was founded 1957 in Borås, Sweden, where the design team, at elier and sample sewing still are located to this day. The products are primarily manufactured in the company owned facilities in Tallinn Estonia. Miss Mary's garments are sold world-wide through leading B2B partners in e-commerce, catalogues, marketplaces and through Miss Mary’s own webshops.

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About Scope

The Scope Funds invest in Nordic growth opportunities. The objective is to generate high, risk-adjusted, financial returns in any economic environment. Investments are made in companies based on innovation and creativity with proven value added. 

As an active owner, Scope partners with management to create companies with internationally scalable platforms that support sustainable growth. Scope manages two funds with a combined capital of approximately 200 million euro. Scope Capital Advisory, with operations based in Stockholm and Geneva, is advisor to the funds.

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Monalotte Theorell Christofferson

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