Go North is an e-commerce aggregator operated by Amazon FBA entrepreneurs.
We acquire and scale brands on Amazon and
beyond.
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
“As FBA entrepreneurs, we figured it made sense to build an
aggregator with the seller experience at the core of everything we do.
That way, the seller will partner with us on their next brands too – and
that’s how we build the world’s best e-commerce community.”
– Johan Hallenby
CEO/Founder
In The Media




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.




“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.




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.




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.




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.






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.








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.






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.




“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.




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.




“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.




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.




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.




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.






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.








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.






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.




“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.
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
The team we recruit today is the culture we get tomorrow.
"For me as CEO/Founder of Go North, the team is invaluable! "Culture eats strategy for breakfast" - knowledge within the team and the culture is something no one can ever copy/paste. Go Humans, Go North! "
Johan Hallenby
CEO/Founder


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