Bluebox advises on the sale of Extra UK to Swedish-listed, Storskogen

Bluebox is delighted to announce that it has advised the shareholders of Extra UK, one of Europe’s leading premium cycle accessory and component distributors, on their sale to Storskogen, a Swedish-listed investment company. The Company generates annual revenues of c. £30m, but pricing and other deal terms are not being disclosed.

Established in 1995, Extra has developed an extensive portfolio of premium-focused cycle accessories and components, underpinned by longstanding, exclusive relationships with category-leading brands such as Topeak, Abus, Selle Royal and Crankbrothers.  The company boasts an incredibly wide range of customers from major online retailers to specialist stores.

With a trailing annual turnover of almost SEK 23bn (c. £1.84bn) and approximately 9,000 employees as at the end of 2021, Storskogen acquires and operates a diversified group of profitable businesses with strong market positions. Extra will sit within the Distributors vertical of Storskogen’s Trade business area. The existing management team will remain in the business led by CEO, Will Fripp, and supported by founders, Brian Stewart, and John Phillips.

“With our growing UK footprint and long-term vision, we believe Extra UK is a great addition to our Trade Business Area in the UK. With the increased popularity of all types of cycling, we see the accessories and components market continuing to grow. Extra’s premium offering will be well positioned and I’m looking forward to working with industry veterans John, Brian and Will.” said Philip Lofgren, CEO of Storskogen UK.


Brian Stewart, Co-founder of Extra commented:

“The whole Bluebox team has been fantastic from start to finish, and I am very grateful for their dedication, hard work, and perseverance. In addition to running a seamless exercise from the outset, I was especially impressed with their ability to identify such interesting buyers and creatively negotiate a deal that met mine and John’s objectives. I am delighted that Storskogen has chosen to partner with us, and I am very excited to deliver our ambitious plans with their support.”


Sam Barr, Senior Manager at Bluebox commented:

“We are extremely pleased to have successfully advised the shareholders of Extra on this deal, and it has been a pleasure working with them throughout. Given Extra’s heritage and excellent reputation, it was of the upmost importance to find a partner who not only shared Extra’s values and passion for the cycling industry, but who could also support the long-term growth of the business. We have every confidence that Storskogen ticks these boxes and are excited to see what the future for Extra has in store.”


Other deals completed by our Consumer team:

Bluebox Advises Artisan du ChocolatBluebox advises on the sale of BaseBluebox advises on the sale of PeppersmithBluebox advises on the sale of Simmons Bar

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