The aggregator is dead.

Long live the operator.

We’re the FBA operator,
operated by FBA entrepreneurs.

We acquire and
hypergrow Amazon
brands.

We don’t just aggregate and operate brands. We scale them fast and cost effectively, quickly increasing organic profit growth.

Let's Go

#Go People | #Go Fair | #Go Secure | #Go Data | #Go Green

Hyper-growth that only
entrepreneurs can deliver

Our brand selection is superior, because we understand and
recognize brands built for hypergrowth.

We have a clear scale up and value creation strategy for every
brand we acquire.

And we know how to scale them faster and more cost effectively
like only entrepreneurs can, quickly achieving organic profit growth.

A trillion dollar

opportunity

“The first aggregators promised epic economies-of-scale to enable unlimited debt financing. Explosive category growth created a sellers market for brands, resulting in high multiples. Covid created inflated revenue, and now aggregators struggle to cover debt payments. With the aggregator model dying, there’s less competition and decreasing acquisition multiples, creating an unprecedented opportunity for us operators. Go North is uniquely positioned to become the leader in the trillion dollar Amazon third party-seller category.

– Johan Hallenby
CEO/Founder

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.

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