News, Consumer Tech

4 min read

Yanno Capital completes new investments in e-commerce player Understatement Underwear to fund international expansion.


New investment in Understatement

Yanno Capital completes an investment in Understatement Underwear. The company strengthens its position with a new share issue of 20 SEKM and is backed by long-term investors, including Yanno Capital, Mellby Gård, and Purefun Group. 

Marie Stolt, Co-CEO and founder says "I am extremely proud that we have secured an investment which marks a significant milestone in our journey. This success is not just about financial growth, but also about the trust and confidence our long-term investors have shown in us. Their investment is a testament to our brand strength and potential, and a confirmation of our commitment to change and innovation in a historically conservative underwear industry. The financial resources will enable continued global growth, expansion of our lingerie product range, and investment in new sales channels."

“We are pleased to have become shareholders in Understatement. Our investment in Understatement is based on a firm belief in the company's strong potential and its unique position in the market. The company's values, with a clear focus on the female customer, fantastic products, and a strong team, provide all the prerequisites for continued growth in Europe and the world.”

Anna Storåkers, CEO Yanno Capital

About Understatement Underwear

Understatement is a Stockholm-based lingerie brand and e-commerce company that since its inception in 2017 has revolutionized the women's underwear market. With a vision to offer stylish and comfortable design and a social arena for female voices, Understatement has grown to become a globally recognized brand. Its unique, modern view of femininity and engaging design has not only been acclaimed by consumers, retailers, and media in Sweden but also by a broad international customer base across different continents. Through its campaigns, Understatement actively works with organizations that contribute to improving women's lives worldwide, supporting the development of the UN's fifth sustainability goal. With a twinkle in its eye and a constantly contemporary approach, Understatement continues to inspire and engage women globally.



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