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§ Private Profile · Norra Allégatan 5, Gothenburg, Sweden
Go North is a technology company.
Go North functions as an e-commerce aggregator, acquiring and scaling direct-to-consumer brands primarily operating on Amazon's FBA platform. The company employs a data-driven approach to identify and integrate profitable online businesses. This strategy optimizes logistics, marketing, and supply chain management, enhancing market presence and profitability of acquired digital brands.
Go North was founded in 2021 by Johan Hallenby, headquartered in Gothenburg, Sweden. Hallenby's insight recognized the opportunity to consolidate and professionalize successful independent e-commerce brands. The company offers entrepreneurs an efficient exit strategy, ensuring their brands continue to grow through specialized management and operational scaling.
Go North's primary customers are entrepreneurs and brand owners selling Amazon FBA businesses, providing a clear monetization path. The company aims to curate a diverse portfolio of consumer products. Its vision is to foster sustainable consumption by expanding purpose-driven brands to a wider global consumer base.
Go North has raised $15.0M across 2 funding rounds.
Go North has raised $15.0M in total across 2 funding rounds.
Go North is a Gothenburg, Sweden-based e-commerce company originally founded as an Amazon Aggregator, acquiring and scaling brands primarily sold on Amazon in the USA.[1][3][4] It has evolved to focus on delivering "Products with Purpose" globally, developing new products, expanding sales channels beyond Amazon, and solving everyday consumer problems through data-driven operations and technology.[1][5] As a brand acquisition company and third-party seller, it partners with sellers for fair exits and drives growth in portfolio brands, reporting revenue around $9.6 million with a team under 25 employees.[3]
The company emphasizes technology and data for informed decisions, maintaining a strong focus on processes amid financial restructuring efforts, including bond issuances and investor meetings as recent as 2023.[3][5]
Go North was founded in Gothenburg, Sweden, as an Amazon Aggregator targeting brands sold on Amazon in the USA.[1][3] Its early model centered on acquiring portfolios of e-commerce brands from third-party sellers, providing fair valuations to exiting owners.[1][4] Key leadership includes Henry Kronick, with 10 years in e-commerce and software; he bootstrapped OrderMetrics to millions in ARR before its acquisition by Assembly (backed by Providence Strategic Growth and Advent International).[2]
Pivotal moments include expansion from pure Amazon aggregation to multi-channel global sales and product development, alongside financial maneuvers like a SEK 500 million bond issue evaluation in 2023 and subsequent issuances totaling SEK 280 million outstanding.[3][5] This evolution reflects adaptation to broader e-commerce dynamics while committing to technology-driven scaling.[5]
Go North rides the e-commerce aggregation trend, capitalizing on the maturation of Amazon seller ecosystems where founders seek exits amid rising competition and platform changes.[1][4] Timing aligns with global e-commerce growth, multi-channel shifts (beyond Amazon), and investor interest in scalable consumer brands, amplified by post-pandemic supply chain resilience and data analytics demands.[1][5] Market forces like bond market access for refinancing favor its model, enabling portfolio expansion despite challenges.[3][5]
It influences the ecosystem by providing liquidity to Amazon sellers, fostering brand evolution through tech integration, and modeling data-centric operations for similar aggregators, though financial updates signal restructuring needs in a high-interest environment.[5]
Go North is poised to deepen multi-channel expansion and product innovation, leveraging its tech focus to navigate e-commerce volatility and potential Amazon policy shifts. Trends like AI-driven personalization, sustainable "purposeful" products, and emerging markets will shape its path, with bond refinancing unlocking capital for acquisitions.[1][5] Influence may grow if it stabilizes finances, becoming a benchmark for European aggregators scaling globally—echoing its founding mission to solve everyday problems through purposeful, tech-enabled brands.[1]
Go North has raised $15.0M in total across 2 funding rounds.
Go North's investors include True Global Ventures, eEquity, Addition, Balderton Capital, Better Tomorrow Ventures, Industry Ventures, Infinity Ventures, Keri Gohman, Matias Woloski, Pedro Arnt, Rodrigo Teijeiro, Alexander Hars.
Go North has raised $15.0M across 2 funding rounds. Most recently, it raised $7.0M Seed in October 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Oct 1, 2022 | $7M Seed | — | True Global Ventures | Announced |
| Apr 1, 2022 | $8M Seed | Eequity | Addition, Balderton Capital, Better Tomorrow Ventures, Industry Ventures, Infinity Ventures, True Global Ventures, Keri Gohman, Matias Woloski, Pedro Arnt, Rodrigo Teijeiro, Alexander Hars, Caroline Ingeborn, Gustav A. Eriksson, Karin Hallin, Lena Apler, Ludwig Mattsson, Magnus Emilson, Peter Lindholm, Sujay Tyle, Victor Hielte, William Olsson | Announced |