We acquire and operate Nordic e-commerce brands built to last.
We buy profitable, founder-built Direct-to-Consumer companies, run them on a shared operating platform, and compound the returns through reinvestment and further acquisitions.
WHAT WE DO
A Proven Playbook for Building Brands
Vetted Assets acquires carefully selected DTC companies with internationally scalable business models, high margins and strong entrepreneurial leadership.
Using a proven frequency-driven playbook and disciplined execution, we transform
operations, accelerate growth, strengthen profitability and create solid admirable brands. Each investment is built with a clear objective to deliver significant exit value in 5-7 years
100
Brands reviewed
Carefully evaluated through our structured vetting process.
Top 5%
Make the cut
Only a small portion meet our investment criteria.
Quality
Highly Selective
Investment approach. Founder-led companies only.
Global
Market reach
Access to opportunities across high-growth e-commerce categories.
01
Acquire with discipline
We screen hard. Profitable, founder-built, the right entry multiple. Most companies we review never make it past the first filter.
02
Diligence that holds up
Every deal runs through financial, operational and market analysis before we commit. No surprises after close.
03
Operate and grow
A shared platform lifts margin through procurement and paid media, while brand teams keep their creative DNA. We run a 90-day integration plan on every acquisition.
04
Compound the returns
Free cash flow goes back into the next acquisition and the platform. Group scale unlocks better terms on capital, talent and exits.
Vetted Assets acquisition model
We focus on founder-led businesses with global reach or global potential, high vertical margins (70–90% GM) and a profit-driven P&L, built to scale on social media.
Right Execution - The Vetted Playbook
We run each brand on current best-in-class e-commerce tactics and an AI-powered tech stack. Execution is data- and KPI-driven, built around a frequency-based strategy that compounds performance over time.
"Vetted Assets has so far lived up to our high expectations. We appreciate their solid experience — and it is clear that they themselves have made the journey to the billions before as entrepreneurs. That creates a fundamental sense of security in the partnership and helps us focus on the right things, which sets the conditions for reaching our long-term goals."
Naslin Ossanloo
Founder and CEO, Andy Okay
"Vetted Assets and the team we work with are truly authentic entrepreneurs who understand our everyday reality as e-commerce operators, both at a high level and in depth. We can get help with advanced AI questions but also discuss how to build a sustainable brand. They have a 360-degree knowledge base that helps us become better and faster."
Andreas Häggkvist
Founder and CMO, Andy Okay
The questions we get asked most.
Whether you're a founder thinking about selling or an investor looking at the group, here's what people want to know first.
What kind of companies does Vetted Assets acquire?
We focus on founder-led businesses with global reach or global potential, high vertical margins (70–90% GM) and a profit-driven P&L — built to scale on social media.
When should a founder reach out?
Earlier than you'd think. Even if you're a year or two from selling, an early conversation helps us understand the brand and gives you a clear picture of how a deal would work. No pressure, no broker.
Do you only buy large brands?
No. We look at the quality of the business, not just its size. A smaller brand with strong margins and a loyal customer base is often a better fit than a bigger one running on thin economics.
What happens to the brand after you acquire it?
It keeps its name, its team and its product DNA. We add experience, knowledge and execution power to help scale the company to the next level. We use tailor-made incentives, putting everybody in the same boat, and a communicated exit strategy within 5-7 years.
What does the acquisition process look like?
A first conversation, an indicative offer, then diligence on the numbers, operations and market. We move quickly and tell you where you stand at each step. Most deals combine cash, an earn-out and rollover equity so founders stay aligned.
Do founders stay on after the sale?
Usually, yes — and we structure deals that way on purpose. Founders who roll equity and stay involved keep the brand sharp and share in the upside as the group grows.
How do we start a conversation?
Email hello@vetted-assets.com or use the form. First call is informal, confidential, and costs you nothing.