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Carlsquare advises Jofrab TWS on the sale to Storskogen

Storskogen has acquired Jofrab TWS, a market-leading wholesaler for sports specialist retailers of bicycles, mopeds, and electric bicycles.

Jofrab TWS AB was founded 40 years ago in Tranås and has a turnover of c. SEK 220 million. The company is a supplier to most of Sweden’s resellers in its product areas, with exclusive agencies such as Peugeot, Rieju, SYM, BBB, CST and Maxxis. In recent years, the market footprint has increased in all segments. The former main owners Henrik Ekstrand and Frederik Rudbäck remain on the company’s board and Frederik Rudbäck will also continue in his role as CEO.

“I am very happy that we can call Storskogen our new owner. With everything involved, we will be able to maintain a proven strategy and long-term ownership,” says Frederik Rudbäck, CEO of Jofrab TWS.

The company will be part of Storskogen’s business area Trade and Segment Manager Erika Butterworth will be the new Chairman of the Board for Jofrab TWS.

“Jofrab TWS has long and fine relationships with both customers and suppliers and has both the knowledge and operational capacity that is required to be able to continue delivering at the highest level, also in the future. It will be fantastic fun to be part of the journey and develop both old and new business segments,” says Erika Butterworth, Segment Manager at Storskogen.

The acquisition is Storskogen’s 30th in 2021. Storskogen is a Swedish privately owned investment company that acquires and develops companies, primarily in Sweden. Storskogen was started in 2012 and has a diversified company portfolio consisting of around 70 business units with a total turnover of approximately SEK 10 billion.


“We were in very good hands with Carlsquare. We got a high level of attention, the materials they produced were top notch, and they were very experienced and systematic throughout,” says Frederik Rudbäck, CEO of Jofrab TWS.


Carlsquare acted as the exclusive financial advisor to Jofrab TWS.