Carlsquare advised aiayu, a Danish lifestyle brand built on natural materials and craftsmanship, on its sale to Heartland, a Danish family-owned company focused on long-term investments. The partnership marks the beginning of a new phase for aiayu and creates the opportunity to bring the brand’s universe of natural materials, craftsmanship and considered design to a growing international market.
aiayu – meaning “soul” in Aymara, the language of Bolivia’s indigenous people – was founded in 2005 by Creative Director Maria Heilmann with a focus on natural materials and craftsmanship. Built on a materials-first philosophy, the Copenhagen-based brand creates timeless clothing and accessories for the whole wardrobe, designed to be worn across seasons. aiayu works with natural fibers selected for their particular qualities and develops its collections in close collaboration with manufacturers and artisans around the world, many of these relationships spanning more than a decade. The company reaches its customers through selective premium wholesale partnerships, five flagship stores and a growing international e-commerce platform.
Heartland is a Danish family-owned company with a long-term commitment to creating lasting value and positive impact. Driven by a passion for progress, innovation and enduring integrity, Heartland invests with genuine commitment and builds long-lasting relationships with the right people who share the same mindset and values. Headquartered in Aarhus, Heartland focuses on long-term investments across fashion, retail, technology, renewable energy, real estate and nature conservation.
Maria Heilmann continues as Creative Director and will keep leading the company and the brand’s creative direction together with the existing team. Heartland will contribute relevant expertise, experience and international networks in support of the company’s continued development, while aiayu retains the direction, culture and approach that have made the brand what it is today.
“I am very excited about this new chapter for aiayu. We have spent more than 20 years building a brand rooted in our materials, our products and the people behind them, so finding a partner with the patience and the vision to build on that together with us has been incredibly important. What matters most to me is that we share the same fundamental values. In Heartland we have found exactly that partner, and I am genuinely excited about what we can build together.” – Maria Heilmann, Founder and Creative Director, aiayu
Carlsquare acted as the exclusive financial advisor to aiayu and its shareholders on the transaction.
