Leading pan-European private capital manager Metric Capital and growth investor Scope have partnered to invest in Maileg, a high-end Danish toy brand. Co-founders Dorthe and Erik Mailil are reinvesting alongside the firms, retaining a significant stake in the business.
Established in 1999, and headquartered in Herning, Denmark, Maileg designs artisanal, hygge toys, reminiscent of older times. Part of larger play-universes created by Maileg, the toys – which range from mice in matchbox beds to small dollhouses and whose natural palette appeals to children and adults alike – allow children to bring their imagination to life and build miniature worlds right from their bedrooms.
Maileg has grown rapidly since its inception, with Maileg Inc. and Maileg GmbH established as subsidiaries in Atlanta, USA and Hamburg, Germany respectively to service increasing demand. The firm’s designs are available for purchase from over 4,000 premium retailers worldwide.
Commenting on the announcement, Erik Mailil, CEO and co-founder of Maileg, said: “Dorthe and I have always prized quality above all when building our brand, and this extends to the parties we choose to partner with along our growth journey. We are thrilled to be able to leverage Scope’s expertise and Metric’s operational and financial support in order to grow our business and ultimately, the Maileg community.”
“We are genuinely impressed with the quality of the brand Dorthe and Erik have built as well as the rate of its expansion to date. We are excited to support them in executing their ambitious growth plans by accelerating the firm’s organic growth through both digital and geographic expansion”, said John Sinik, Managing Partner at Metric Capital Partners.
“Maileg operates in an incredibly exciting pocket of the market, with conscious consumers increasingly buying more lasting, high-quality toys for children and homes than ever, despite the challenging economic backdrop. We are delighted to be partnering with Dorthe and Erik and look forward to bringing our experience and track-record in consumer brands to the table to spread the ‘Maileg-magic’”, commented Fredrik Oweson, Partner at Scope.
