Background
Earlier this year, we acquired a minority stake in the e-commerce company Widetoes.com, founded by CEO Lina Björskog and her husband Jonathan Björkskog.
Widetoes started with a personal need. As a physiotherapist, Lina noticed when her children began walking that standard children’s shoes didn’t support their natural movements. She began searching for better options and discovered barefoot shoes—stylish, functional, and high-quality for the whole family. Lina’s passion led her to eventually found Widetoes by 2022.
Today, Widetoes offers the widest selection of barefoot shoes in the Nordics. In its last fiscal year (which ended in September), the company grew by 162% to almost 1,2 million euros in revenue and was profitable.
Why we invested
Our investment in Widetoes is based on two main reasons.
First, we believe in the product and category. The barefoot shoe segment is growing rapidly across Europe, and we don’t think this is a short-term trend. We see this as a lasting change in consumer behavior, with clear benefits for anyone who tries them. The category has matured and can now serve a wider audience.
Second (and more importantly!), we believe in the team. Lina brings a deep understanding of both the physiological and commercial aspects of the products. Jonathan is one of the top growth marketers in the Nordics, having worked with some of the most successful e-commerce brands on the market. Together they’ve brilliantly scaled Widetoes, for example through the much-talked-about collaboration with Kuoma.
Growing demand in a fragmented market means that Widetoes is well-positioned to become a leader in the Nordics and beyond. We’re excited to support Lina and Jonathan’s growth journey and to bring better footwear to people in Finland, Sweden, and Europe.
P.S. If you haven’t tried barefoot shoes yet, visit widetoes.com!