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Hermine no longer on Hold

Press release -

Hermine no longer on Hold

STOCKHOLM, SWEDEN Dec. 18th, 2019 — Hermine Hold Fashion, the leading Nordic online retailer of hair accessories, announced today growth investment from new investor Westhill Group AB and existing investors Nordic Tech House AB and Norberg-Hansen A/S.

“Hermine Hold has in a short time built a very strong brand on the Nordic Market in a product segment traditionally dominated by no name products. “We find this is a very exciting opportunity and it was an easy decision when the Founders came to us in the restructuring of the company” said Mr. Johan Apel, Chairman of Westhill, “We will support the company in cementing its leading position on the Swedish Market and an aggressive European expansion” Mr. Apel added.

Fredrik Holmvik, Partner at Westhill will assume the role as Chairman of the Board at Hermine. Mr. Holmvik, a Senior Executive with a strong retail and digitalization background from ICA, Accenture and Unilever, commented: “I am very excited to join the team. I think we have a fantastic opportunity to build something great that will scale quickly. We will deploy an omni strategy for rapid European expansion”.

Co-Founder Linus Kaasik will return to the company as CEO. “The team and I at Nordic Tech House are very pleased that we managed to re-capitalize the company with Westhill and Norberg-Hansen. Now it is all about execution and growth” Mr. Kaasik commented.

“We are very pleased that we can continue to assist Hermine on the Norwegian market. The Hermine Hold brand and our extensive knowledge of the product segment is perfect fit when we ramp up the expansion” said Mr. André Hansen, CEO at Norberg-Hansen.

More information about Hermine’s full product portfolio is available

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About Hermine

Hermine Hold is a Stockholm based brand on a mission to disrupt the world of women’s hair accessories. Our goal is simple: to help strong, independent women around the world add that extra bit of pizzazz to their hairstyles, outfits, and everyday lives. Inspired by our Scandinavian roots, we combine a strong set of values with a passion for traveling and exploring the world around us. We mix simplicity and transparency with enough curiosity, ambition and courage to challenge the status quo and do our own thing. To us, it’s the perfect mix and the best of two worlds.

For more information, visit

About Westhill

Westhill Group is a Stockholm and New York based investment company. We invest half of our assets in the public markets and the other half in private companies. We invest broadly across multiple industries, but with a focus on media, retail and healthcare. We take both majority and minority positions.

For more information on Westhill, visit

About Nordic Tech House

Nordic Tech House is an investment company that systematically launches and expands consumer-facing brands in carefully selected channels. Since our start, we have launched more than 30 brands and help 100+ creators and entrepreneurs to scale up their business to the next level. We provide value by optimizing the digital customer journey, with top-class expertise within digital marketing and e- commerce development.

For more information on Westhill, visit

About Norberg-Hansen

Norberg-Hansen A/S is one of the leading agencies for distribution of fashionable accessories in the Nordic countries. Norberg-Hansen AS distribute solid and top of the line brands. To achieve the desired brand experience for the consumers we aim high and demand rock-solid professionality from our staff, our brands and distributors.

For more information on Norberg-Hansen, visit


Johan Apel

Johan Apel

Press contact Chairman +1 917 754 0064 LinkedIn

Investing for the right reason.

Westhill is a Stockholm and New York based holding and investment firm. We invest half of our as-sets in the public markets and the other half in private companies. All funds are from our own balance sheet with a very modest level of debt.

We invest broad across multiple industries, but with a focus on Sports & Media, Green Tech, and Healthcare. We take both majority and minority positions, but in most cases, we like to be involved and we work together with the company to make it grow and succeed.

Westhill Group
100 Avenue A, Suite 7A
10009 New York