Axel Johnson is investing in digital growth companies and other entrepreneurdriven businesses. These represent the engines of our future growth and help us forge contacts with entrepreneurs, test new sectors and try new business models.

Since 2013, D-Ax has functioned as Axel Johnson’s arm for investments in small, fast-growing digital companies with significant potential. The aim is to develop the Group’s operations through innovation. Investments focus on food and commerce, particularly e-commerce, logistics solutions, sales and marketing solutions, and data/analytics. Axel Johnson is a longterm owner. This means that our ambition is to own and partner with companies that, first and foremost, focus on building long-term, successful and profitable businesses. We are looking for exceptional entrepreneurs who want to build and develop their companies together with Axel Johnson.

Read more about D-Ax here.

Amazing Brands launched the first fragrance in the Zlatan Ibrahimovic Parfums line in 2015. Since then, Amazing Brands has launched three additional fragrances in the line, created and launched fragrances, soaps and scented candles under Åhléns’ own WERA brand, and become a distributor for several fragrances in Sweden.

Read more about Amazing Brands here.

Mitt Liv is a non-profit company that promotes an inclusive society and a labor market that values diversity, and is currently operating in Gothenburg, Stockholm, Norrköping, Linköping and Malmö. The company’s core activity is “Mitt Livs Chans” (Chance of a Lifetime), which is an internship and mentorship program for people who have an international background and who lack a job, necessary skills, or professional contacts and networks. The program is free for interns and financed through partnerships with the business community and organizations that have realized the value and benefits of greater diversity in the workplace.

Read more about Mitt Liv here.

In December 2017, Axel Johnson acquired 70 percent of Skincity. Skincity is an online skin care clinic that offers a carefully selected range of professional skin care products and makeup with skin care benefits. The Company was founded in 2011 and sales in 2018 amounted to more than SEK 350 million.

Read more about Skincity here.