Go North is an e-commerce aggregator operated by Amazon FBA entrepreneurs.

We acquire and scale brands on Amazon and
beyond.

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ABOUT US

Go North is about more than just acquiring Amazon brands.

It’s about providing resources to entrepreneurs. By selling their Amazon FBA brand to Go North, they get the funding to do what’s next. To go further, to go faster . We’re building an ecosystem of e-commerce entrepreneurs, empowered to Go North.

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

We believe values create value.

We’re driven by innovation and creativity, with a strong human focus—our products need to put the user experience before anything. We believe in equality, compassion, and what like-minded people can achieve when working together.

01

We connect with entrepreneurs we believe in.

We work closely together with the entrepreneur to ensure that the brand is a good match, in good hands, and that deal is done right.

02

We use data at scale, to scale.

We build all our brands with informed data driven decisions supported by a set-up of public software tools built for the Amazon space.

03

We close at the speed of e-commerce.

We acquire brands online, using Amazon SellerCentral as the data-room. This leads to quick due diligence processes, low risk and smooth migration process.

04

Ready to sell your brand?

Some call that an exit.
We call it a start.

Click here to Go North

In The Media

5 December 2022

Go North brings in new millions – and new major owners

Now the Gothenburg company will acquire – even more.

The new money, SEK 79 million, is the second round in the round that was started earlier in the fall and which in October resulted in a capital injection of SEK 75 million.

And already this summer, the company received SEK 225 million via a newly issued bond. In that vein, CEO Johan Hallenby told us more about the business idea, which briefly consists of identifying rather small, independent merchants on Amazon and acquiring them.

That process has resulted in the group now consisting of 28 brands and there will be more, is the message from the company with the latest capital injection.

“The money from the transaction will be used to acquire the identified Amazon brands that are in the company’s pipeline in the short term and to further strengthen the profitability of the brands in the existing portfolio,” the company writes.

Through the second round of the round, which is now fully completed, Go North brings in two new major shareholders: Access Capital Partners and Qualitas Equity.

“That transaction is a strong rating for our business model and means that the group is ready to take advantage of exciting opportunities to acquire identified Amazon brands in our short-term pipeline, while today we see lower competition among the acquirers and acquisition multiples at very attractive levels,” says Johan Hallenby.

Read the article

26 October 2022

Jonas Arlebäck has been appointed as Group CFO

Jonas Arlebäck has today been appointed Group CFO of Go North Group AB (Publ) (“Go North”, or “The Group”) and will take up his role from today, 26 October. Jonas most recently came from the role as acting CEO of Qliro (Publ) and prior to that he has 20+ years of experience from relevant positions in companies such as Sweden CEO and Nordic CFO of Lowell (Publ), Group CFO of Handicare Group (Publ), Executive Partner of Accenture (Publ), Management Consultant at McKinsey & Co. Jonas is a member of the board of Directors at Holta Invest AS with multiple other board assignments in the past, also in listed companies.

 

“To strengthen Go North’s leadership team with Jonas Arlebäck as the Group CFO is a big achievement and further strengthens the group’s speedfully execution of its vision. Jonas’s experience and all-in commitment are exactly what Go North needs to move the needle. And the timing could not be better due to our upcoming fundraising”, says Johan Hallenby, CEO/Founder of Go North.

 

Go North has been using HH&P Executive Search AB for the recruitment of Jonas Arlebäck.

 

“I’m looking forward to joining the fast growing Go North, where I hope to contribute with my twenty years of experience from active value creation in private equity owned international companies,” comments Jonas Arlebäck

 

For more information, please contact:

Johan Hallenby, CEO/Founder

Tel: +46 735 070707

Mail: johan.hallenby@gonorth.co

About Go North:

Go North Group AB (publ), acquiring and scaling Amazon FBA brands and has in just over half a year built a portfolio of 19 brands, diversified across a variety of Amazon categories, ranging from pets, sports and outdoors to kitchen supplies. In parallel, Go North has now built a team of nearly 30 people, with several key hires coming with Amazon Aggregators and marketplace experience, spread across Europe and the US. Continued investments in technology and data are business critical and within the Go North DNA, to ensure strengthening our processes, make data-driven and informed decisions to create future repeatable and scalable profit growth for ​​the group.are business critical and within the Go North DNA, to ensure strengthen our processes, make data-driven and informed decisions to create future repeatable and scalable profit growth for ​​the group.

26 September 2022

Amazon podden Nordisk Amazon Akademi

Johan Hallenby startade sitt eget varumärke på Amazon och fick en rejäl fart på försäljning på Amazon i USA. I sin strävan att växa snabbt och aggressivt började han sondera terrängen efter externt kapital. Det var början till den unicorn som Sveriges första Amazon-aggregator Go North faktiskt är. I dagens avsnitt kommer Johan att berätta mer om både sina framgångar och utmaningar med sitt private label, såväl som resan att starta Go North till vad Amazon-aggregatorn är idag.

En annan diskussionspunkt är hur de flesta Amazon-säljarna i världen finns utanför Norden, och vad vi i Norden kan göra för att bli bättre på Amazon. Han kommer också berätta mer om hur Go North kan hjälpa dig som vill skapa ditt egna varumärke på Amazon och göra en exit. Johan är också en av alla fantastiska talare på amaNordic som går av stapeln den 7e oktober. Han kommer på eventet att berätta om de områden en Amazon-aggregator tittar närmare på när du som Amazon-säljare vill sälja ditt varumärke och göra exit, samt vad du kan göra för att få bästa möjliga värderingen.Ett annat område som Johan kommer ta upp är båda perspektiven (Amazon-aggregatorns och Amazon-säljarens) när det är dags för en exit och hur du som Amazon-säljare skapar en win-win för båda parter.

Johan kommer leverera konkreta tips som du direkt efter eventet ska kunna implementera för att direkt få förbättrade resultat i din Amazon-business, med målet att du ska kunna ta dig till en position för en framgångsrik exit. Med sig på scenen så har Johan med sig sin Senior Brand Manager Kirill Kachinsky, som dagligdags är baserad i New York. Kirill är en riktig världsstjärna när det gäller e-handel och har själv rattat ett Amazon Private Label brand som omsatte över 2 miljarder kronor per år. Kirill kommer ge sina bästa tips och råd från för att du ska lyckas på Amazon och få så snabb och vinstgivande tillväxt som möjligt.

Till podcasten

1 July 2022

Go North celebrates raising 225M SEK

Go North plockar upp e-handelshandlare på Amazon i en rasande fart.
Nu har förvärvsmaskinen fått nytt bränsle – en obligation om 225 miljoner kronor.

“Vi ska verkligen bli en unicorn, och det kommer gå fort”, säger vd:n och grundaren Johan Hallenby.

Läs hela artikeln

21 April 2022

Podcast episode with Go North and Ehandelstrender

Go North är Sveriges första Amazon-aggregator som köper upp varumärken på Amazon av tredjepartssäljare. Med insikter om hur man bygger varumärken på Amazon, smarta processer och kapital räknar Go North nå miljarder kronor i omsättning på tre år med lönsamhet.

Det har gått fort. Förra året startade Go North helt datadrivet sitt första varumärke på Amazon i USA. Sedan i december har de köpt ytterligare 10 varumärken på Amazon och planerat att köpa ett nytt varumärke i veckan för att i år nå 100 miljoner kronor i omsättning.

I detta avsnitt samtalar programledaren Urban Lindstedt med Johan Hallenby, vd och grundare av Amazon-aggregatorn Go North.
Efter att med analyserat hundratusentals varumärken på Amazon genom att skrapa data från e-handelsjätten, startade Johan Hallenby förra året ett eget varumärke på Amazon i USA. När hans säljarkonto frystes i fem månader, för att Johan inte kunde identifiera sig själv med en gasräkning, ägnade han tiden för att lära sig allt om Amazon.

Genom smarta verktyg går det att få ut förvånansvärt mycket data om varumärkena på Amazon. Go North har identifierat 220 000 varumärken på Amazon som är värda att köpa. Genom sina egna erfarenheter att utveckla varumärken på Amazon och kapital räknar de med oerhörd snabb tillväxt.
Det var 2018 som Amazon började tillåta försäljning av Amazon-konton startade de första Amazon-aggregatorna i USA. Det finns över 1,5 miljon tredjepartssäljare på Amazon som främst säljer sina egna varumärken.

Till avsnittet

5 April 2022

Go North brings in substantial funding

In January, E-handel wrote about Go North – a company founded, as recently as December last year in Gothenburg, by the entrepreneur Johan Hallenby.

He has started a so-called Amazon aggregator. It’s a company that buys the assets of profitable e-commerce brands on Amazon, where Amazon handles fulfillment. Go North does not buy the entire company, but for example their products in stock and Amazon presence.

The aggregator aims to make the companies they buy even more profitable on the giant, American platform. When Go North is looking for companies, however, they are looking for brands with a couple of years of positive history and solid growth.

 

“Many entrepreneurs have done a really good job with their brands, but realized that they may not get to the next level without more funding and access to a world-class operational e-commerce team. And this is where we come into the picture”, Johan Hallenby told Ehandel in mid-January this year.

NA-KD profile included in the round.

Go North has now announced that they’ve raised 77.5 million in venture capital. The round was led by the venture capital firm eEquity, and other investors include Collector founder Lena Apler, NA-KD’s chairman of the board and profile Magnus Emilson – and e-commerce entrepreneur Alexander Hars, according to Di Digital.

“The market is insanely hot right now and we have over 200,000 potential brands that meet our criterias”, says Johan Hallenby to Di Digital.

So far, he has amassed eleven brands in his portfolio, which is in line with the goal of buying a new brand every week. So far, these include Amazon retailers from Israel, Great Britain and Estonia, selling everything from sports and outdoor items, to DIY brands and kitchen equipment, according to Di Digital.

The goal for Go North is to reach a 100 million in revenue by the end of the year. In three years’ time, the aim is for it to have increased tenfold – and for the company to have reached profitability, according to Johan Hallenby.

Read the article

4 April 2022

Go North closes 77.5M SEK led by eEquity

Go North started their journey to become Europe’s next unicorn. Amazon’s incredible success is partly driven by third-party sellers, and the idea of aggregating these smaller brands under an operational umbrella to increase profitability has shown great success. It’s a competitive industry with impressive funding rounds, but Go North, however, is different from most of their competitors. Instead of coming from traditional M&A backgrounds, they’re a team of Amazon entrepreneurs themselves—and uniquely able to connect with FBA (Fulfilled-By-Amazon) entrepreneurs because of it.

To the article

4 April 2022

Buys brands on Amazon - Wants to be Europe's next unicorn

Newly launched Go North has set its sights on acquiring a new brand per week – and accelerate its business on Amazon. Now they’ve closed their seed round with SEK 77.5 million in funding from eEquity and Lena Apler (Collector Bank), amongst others.

He is the CEO and founder of the Gothenburg-based company Go North, which according to his own statement is Sweden’s first FBA aggregator. Despite the fact that the company only started operations as late as December 2021, it has already managed to gather 11 brands in its portfolio—which is in line with the previously set goal of acquiring a new company each week. The portfolio includes companies from Israel, Great Britain and Estonia, in categories such as Sports & Outdoor, DIY, and Kitchen Equipment.

“My ambition is to build a company with endless growth-potential. There should be no restrictions. Amazon is the right platform for that”, says Johan Hallenby.

Go North’s latest SEK 77.5 million funding round enables them to continue its aggressive acquisition strategy. The round was led by the venture capital firm eEquity, and also included investors such as Collector founder Lena Apler, Na-kd’s Chairman and majority-owner Magnus Emilson, e-commerce entrepreneur Alexander Hars, William and Kim Olsson from the Stena family, and Toca Boca veteran Caroline Ingeborn.

With the support of their new funding, Go North is looking for both Swedish and foreign companies to buy. And as they do, they prepare for further cash injections. The goal is to raise several hundred million SEK in debt financing before the summer.

If the acquisition rate stays the same, the revenue for their first financial year will land north of SEK 100 million. Within three years’ time, the goal is to have increased tenfold and for the company to have achieved good profitability.

“Our ambition is to become Europe’s next ‘unicorn”,  says Johan Hallenby.

Read the article

14 January 2022

He's going to acquire one e-commerce brand per week

Amazon har vuxit till en etablerad spelare på den nordiska marknaden. Och sedan en tid tillbaka finns det en rad svenska och nordiska e-handlare som säljer på Amazon marketplace – både i Sverige och i andra länder.

En spännande utveckling, tycker Johan Hallenby, vd och grundare av Go North – ett företag som beskriver sig som Sveriges första “Amazon FBA”-aggregator. Planen är enkel: Go North planerar att förvärva lönsamma e-handelsföretag som växer väl och har något som ger dem en fördelaktig roll på marknaden.

Till artikeln

10 January 2022

Tech-profiles make major investment

Johan Hallenby låter smått andfådd och definitivt mycket exalterad när Breakit når honom några dagar in på det nya året:

“Det är helt galet! Vi ska göra allt på en gång – köpa bolag, ta in kapital, rekrytera folk och allt ska ske nu. Jag överdriver inte när jag säger att vi snart är Europas snabbast växande startup”.

Uppbackad av flera välmeriterade tech-entreprenörer har han precis tryckt på startknappen för sin nya startup Go north och planen är alltså att växa i rekordfart.

“Inom tre år ska vi omsätta minst 1 miljard kronor med god lönsamhet”, slår han fast.

Läs artikeln

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

Go North | Go Dream | Go Humans | Go Green | Go Grow | Go Build | 

MEET THE TEAM

We’re a fast growing team of individuals who believe in the power of e-commerce.

CEO/Founder

Johan Hallenby

15+ years experience as an entrepreneur and investor/board member. Amazon operator since early 2020. CEO/Founder of Fitness company Viscus which was acquired by SATS Sports Club 2019. Investor and x-board member in start-ups like Fello (Acquired by Telia 2019), YourCFO, Nordish Market, Jascha etc. Exec. MBA + MSc Economics.

M&A Manager

Wilhelm Bergman

7+ years experience in entrepreneurship, M&A, finance and E-commerce. Previously CFO/COO at Insert Coin, ICM engineer at Atlas Copco and entrepreneur. Founder of WB watches and WB advisory. MSc Business Design (ICM)
Chief of Supply Chain

Hampus Rudholm

15+ years in Sales and International Business Amazon operator since early 2021. Previously at Adnavem digitizing the International Logistic
Industry & driving digital transformation in the Supply Chain. Offering cargo owners full control through End-to-end collaboration, unbundling, and fewer middlemen. IHM Business School – Sales & Marketing
Commercial Project Lead

Marc Melin

15+ years experience in entrepreneurship, e-commerce, and sales. Extensive experience in international marketplaces such as Amazon and Zalando. SKU Manager Johan & John. Previously Marketplace manager and Co-founder of Jascha Stockholm. IHM Business School – Sales & Marketing
Talent & Development Manager

Natassja Block

10+ years experience in global recruitment, people management, marketing, sales and operations. Previously COO/HR Manager at Real Estate startup Ny vy Mäklare, marketing dept at STS Alpresor, HR and internal trainings at Volvo Cars and Project Manager in EF Global Recruitment Team and Office Manager Stockholm at EF Education First. MSc International Business Administration and German language
Brand Portfolio Manager

Andreas Granhage

SKU Manager Johan & John.Business Development Manager at Superb, Sales Manager Mackmyra Svensk Whisky, Restaurant Manager Landvetter Airport Hotel. Exec. MBA and Hospitality Management
CTO

Peter Bladh

20+ years experience within software development, technology for intra-logistics, IT, product management, business development and team management. Previously Director Research & Development, Director Product Management & Marketing, etc. at Kollmorgen, consultancy within digitalization at Peter Bladh Konsult AB. Executive MBA + Computer Science degree
COO/Head of Growth

Scott Henshaw

17+ years of marketing and business development experience in high growth and world renowned medical device companies. Amazon product lead since Feb 2021, delivering $40k revenue in Q4 2021. Early investor in probiotic soda, OliPop. Coach and Mentor. Exec. MBA + MSc Engineering + Diploma Management

Working Chairman / Investor

Alexander Hars

20+ years experience in e-commerce, marketplaces and entrepreneurship. Founder & CEO of Alva, Let’s deal (acquired by Schibsted) and System OK (acquired by Roxio). Investor in 35+ companies and Chairman/board member in Desenio, Pet Media Group, Once Upon, Glas, Hälsa Hemma, Zalster.
Management Trainee

Anna Kälebo

Student at the Stockholm School of Economics at the bachelors program retail management. Previously both host and later on project leader for Women’s finance day at SSE. BSc Retail Management.
Senior Brand Manager

Kirill Kachinsky

10+ years of experience within digital marketing, e-commerce, product management and brand management. Extensive knowledge within the Amazon and Aggregator space. 
SKU Manager / IB Advisor

Roger Schweizer

Works as a researcher and lecturer at the Department of Business Administration, School of Business, Economics and Law, University of Gothenburg. Head of the Graduate School and Program Director of the Executive MBA program. Present research interests are international strategy issues in general and firms’ internationalization processes, international entrepreneurship, the relationship between headquarters and subsidiaries, as well as M&A in particular.
M&A Sourcing Specialist

Adrian Mellbin

5+ years experience in banking and customer support. Ex-board member in Realise Communication. SKU Manager and Management Trainee at Johan & John. Previously worked as customer support at Handelsbanken, sponsor manager at Nöjes and sales at Stadium. MSc Management of growing enterprises.

Photo and Video Creator

Alexandra Lindberg

5+ years experience as Photographer, Videographer and Visual storyteller.
Photographer with experience in drone photography, weddings/events/company photography and video. Experience within content creation and storytelling through photo and film.
Head of Sustainability

Jessika Lind Petrén

20+ years experience as senior manager in sustainability, HSSEQ, public affairs, law and change management. Previously business owner/CEO of Lind Petrén Sustainability Affairs, HSSEQ Manager at Perstorp AB and 19 years experience at Stena Metall AB as Sustainability and Public Affairs Manager. Executive MBA + MSc Business Management + BSc Law
Migration Manager

Linda Melin

10+ years of experience in business development, entrepreneurship, sales and marketing. Previously Co-founder and CEO at the start-up business Suavoo, a beauty on-demand service provider. Before that, Sales and Marketing Manager at Staples and Business Development Manager at Brightvision. MSc in Business Management.
Amazon PPC Specialist

Ioana Clenciu

7+ years of experience in Amazon PPC Marketing and Strategy, Digital Marketing and Social Media Management. Previously founder/Amazon PPC Expert of the Amazon PPC provider Amzologist and before that Digital Marketing Manager and Head of Amazon PPC at Innoventic. Also experience in Digital Marketing and Social Media management from Good Afternoon. BSc in International Relations and European Studies.
Executive Assistant

Alexandra Österman

4 years of experience as an Executive Assistant at Vinci Energies and Kikki.K. Before that Financial Advisor and Financial Assistant at Mölnlycke Health Care and SEB.

BcS Business Administration

CX/SX Manager

Jonathan Nyström Lennström

4+ years of experience in customer experience (CX), customer experience

management and strategies, management consulting, and project management. Previously Director of Customer Experience at Avinode Group, Senior Consultant at Allianz Consulting, and Co-founder of Volentos (volunteering platform for travelers “on the go”).

MSc Strategic entrepreneurship

Finance Manager

Anna Bragfeldt

7+ years experience in Accounting and Financial Management, reporting and financial statements and outsourcing consultancy.

Previously 7+ years at Grant Thornton Sweden as Group Manager Finance Services, Consultant Outsourcing Services, Senior Accounting Associate and Accounting Associate.

Marketing Manager

Lovisa Ahlm

4+ years experience of project management, strategic marketing, collab influencer strategy and commercial planning, marketing communication and content creating.

Previously Market Lead Manager at Jotex, Lead Collab Brand Manager at NA-KD.com and Marketing Communicator and Content Creator at Mavela.

BSc Business Management

Junior Data Engineer

Jacob Schweizer

MSc. student in Computer science at the Royal Institute of Technology (KTH) with experience in the service- and warehouse/logistics industry.

Part-time Junior Data Engineer at Go North since February 2022.

Supply Chain Project Lead

Viktor Lundgren

4+ years of experience within supply chain, logistics, project management and business development. 
Brand Manager

Rebecka Smith

5+ years of experience in Amazon, entrepreneurship, publishing/writing.

Global Logistics Manager

Niklas Myrbäck

15+ years experience of Supply Chain Management, E-commerce, Marketplaces and operations

Previously Operations Director for E-commerce D2C and Marketplaces at Orkla and before that also the Chief Digital Supply Chain Officer, Category Manager and Business Supply Chain Development

Jr Digital Marketer

Natascha Gerrbo

4+ years of experience of FMCG and the wellness industry. Internships within E-commerce Management.

Global Sourcing & Procurement Manager

Andreas Gustavsson

10+ years experience of Supply Chain management, sourcing, procurement, shipping and logistics. 


Previously Head of Region at a company in Log-Tech, digitalizing the world of supply chain and building a platform for simple and effective collaboration. Before that, Logistics manager with responsibility over purchase and shipping activities, also experience from various positions such as Operations manager, logistics responsible within shipping.

Application Specialist

Linn Burman

4+ years of experience in HR, Management, agile coaching, Miro, Jira, Scrum, Strategic Development and project management. 

Previously at Kollmorgen, started within HR and latest working as Release Train Engineer.

CFO

Jonas Arlebäck

20+ years of extensive experience within financial management, business and change management, tech/fintech growth activities and management consulting. 

Previously acting CEO at Qliro and before that CFO and CEO at Lowell.

Accountant

Nike Lindau

3+ years of experience as an accountant and talent sourcing.

Previously 2 years of experience as an accountant at Newsec and has a bachelor’s degree from the University of Gothenburg.

Business Development Intern

Oskar Hilmersson

Business Development Intern and currently studying Matix Management of Growth program at Handelshögskolan in Gothenburg.
Marketing Intern

Alva Götesson

2+ years of experience as a consultant within e-commerce and digital marketing, brand management, and websites.

Studying to become an E-commerce Manager at IHM Business School.

Chief Accountant

Maria Andersson

20+ years of experience within finance management and accounting. 7+ years of experience as a CFO from different companies.

Previously a CFO at Stellar Equipment, Gudrun Sjödén Design AB and Silvia Sweden AB and over 6 years at H&M within finance and accounting.

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