“The Grimfrost team are not only passionate and knowledgeable about our history - they are also true entrepreneurs who have taken the company to a market leading position within a niche that is more popular than ever before. The merger opens up for internal collaboration with Viking themed-games within the group. Besides Grimfrost being a leading, growing and profitable business, this will also contribute with deep knowledge of how to build a global e-commerce and merchandise business around one brand. Importantly, with Grimfrost being headquartered in the home of Embracer, Värmland, it adds to our growing Swedish-based group of companies”, says Lars Wingefors, Founder and Group CEO of Embracer Group.

Grimfrost, founded in 2014, is a leader within high-quality Viking merchandise. Its headquarters are located in Karlstad, Sweden and employs approx.12 FTEs. Primary business model is B2C, but Grimfrost also supplies costumes and assets for TV and movie productions (e.g. Game of Thrones, Vikings), and reproductions for museums (B2B). As of now, the biggest market is the US representing approx. 60% of sales. In addition, Grimfrost has a strong brand and community with over +1 million followers on Facebook.

“The heritage and long tradition of knowledge, integrity and service has been our vision with Grimfrost and we are excited to join forces with Embracer to grow our business and community” says Ismo Arvenhav, Co-founder and CEO of Grimfrost.

Through the acquisition, Embracer onboards an experienced team that will provide Embracer with significant knowledge within global B2C e-commerce. Through the partnership, Embracer will facilitate Grimfrost to better position itself for international markets, team expansion and product development, enabling Grimfrost to capitalize on current potential and unmet demand. Grimfrost’s expertise caters for further collaboration opportunities with other entities within Embracer Group such as GOE Distribution. Grimfrost will operate as a subsidiary to Embracer and report under the Partner Publishing and Film division.