Brand Equity Group Sweden

What Brand Equity Group Sweden does

Brand Equity Group Sweden AB is a privately held Swedish holding company founded in 2023 and headquartered in Växjö, Småland, that acquires, develops, and scales entrepreneur-led businesses in the product media and brand communication sector. The group is backed by Anders Öman Holding AB, with Anders Öman serving as Chairman and Linnéa Öman as Group CEO overseeing M&A and business development. As of 2025, the group operates three wholly owned subsidiaries — Creon Promotion AB, Prevox Reklam AB, and Jonas Anderzson of Sweden AB — collectively employing 50 people across 5 Swedish offices and generating 210mkr SEK in group revenue at an 8% EBIT margin.

The group delivers branded product media, including workwear, promotional products, printed materials, giveaways, and corporate gifts, alongside design, production, and logistics services with an emphasis on sustainability. Creon Promotion serves global enterprise brands through dedicated account teams and large-volume campaign and workwear programs. Prevox Reklam operates as a regional relationship-driven provider in southern and central Sweden, with expertise in printed materials and creative giveaways. Anderzson of Sweden runs a digital-first B2B e-commerce platform serving Swedish businesses nationwide with customized branded products. Revenue is generated through project-based fees, product margins on customized goods, and recurring client engagements, with pricing negotiated per client.

Brand Equity Group's business model combines M&A roll-up with operational autonomy at the subsidiary level: acquired founders and operators (e.g., Peter Johansson at Prevox, Jonas Andersson at Anderzson, Mikael Svensson from Creon) retain management and board roles, while the parent provides capital, shared resources, and cross-selling across the network. The unifying "Things Matter™" trademark positions the group's value proposition around the strategic importance of physical branded products. Distribution is multi-channel: enterprise field sales (Creon), regional direct sales (Prevox), and self-serve B2B e-commerce (Anderzson), giving the group diversified reach across enterprise, mid-market, and SMB customers primarily in Sweden, with cross-border capability through Creon's enterprise clients.

Name

Brand Equity Group Sweden

Legal name

Brand Equity Group AB

Website

https://brandequitygroup.se/

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Brand Equity Group Sweden AB is a privately held Swedish holding company that acquires and scales entrepreneur-led businesses in the product media and brand communication sector, operating three subsidiaries (Creon Promotion, Prevox Reklam, Anderzson of Sweden) serving global enterprise brands and Swedish SMEs with branded merchandise, workwear, and promotional products.

Ownership category

akta.pro rank

Product category

Branded Merchandise and Product Media Services

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE)

akta.pro secondary industry

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

Keywords

• Branded merchandise
• Product media
• Corporate workwear
• Promotional products
• Brand communication services

Headquarters

HQ city

Växjö

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product media and branded merchandise sales: The group generates revenue through the design, production, and delivery of branded product media including workwear, promotional products, printed materials, giveaways, toys, and experiential products. Revenue is driven by project-based and recurring client engagements across the three subsidiaries.
2. Strategic brand services: Creon Promotion offers strategic brand partnership services including campaign design, logistics, and fulfillment for large global brands, generating revenue through service fees and product margins on high-volume deliveries.
3. Profile product retail and B2B e-commerce: Prevox and Anderzson sell profile products directly to business customers through consultative sales and digital B2B storefronts, operating on transaction-based pricing for custom-branded products.

Go-to-market motion4 records

Distribution channels3 records

Marketing channels3 records

Core offering

Brand Equity Group Sweden AB is a holding company that acquires and scales entrepreneur-led Swedish businesses in the product media and brand communication industry through three subsidiaries. The group sells branded merchandise, workwear, printed materials, promotional giveaways, and corporate gifts, combining creative design with production, logistics, and sustainability integration for global enterprise brands, regional Swedish businesses, and nationwide B2B customers.

Product overview

Brand Equity Group Sweden operates as a parent holding company with three subsidiaries offering complementary services in the product media and brand communication industry. Creon Promotion AB serves as the flagship subsidiary specializing in product media and workwear with strategic branding and sustainable solutions. Prevox Reklam AB provides local profiling services with expertise in printed materials and creative giveaways, particularly toys. Anderzson of Sweden AB offers creative profiling agency services with digital B2B sales. Together, the portfolio provides comprehensive solutions spanning strategic branding, production, logistics, and digital sales across Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• Creon Promotion: Ledande aktör inom produktmedia och arbetskläder med kombination av reklambyråkänsla och logistikkompetens för globala företag
• Prevox Reklam
• Anderzson of Sweden

Products and services

• Creon Promotion AB Wholly-owned subsidiary delivering product media, workwear, strategic brand profiling, and sustainable comprehensive solutions for global enterprise customers. Combines creative agency sensibility with logistics competence to handle large production volumes and complex flows nationally and globally, including onboarding kits, campaigns, and e-commerce solutions.
• Prevox Reklam AB Wholly-owned subsidiary offering printed materials, profile clothing, giveaways, and exposure materials to regional businesses in southern and central Sweden. Specializes in creative giveaways, particularly toys and novel items, with offices in Jönköping and Värnamo operating since 1991.
• Anderzson of Sweden AB Wholly-owned subsidiary offering tailored, sustainable branded products, workwear, and corporate gifts via a digital-first B2B sales model. Based in Ystad with a satellite office in Malmö, the company serves businesses of all sizes across Sweden through a developed B2B e-commerce concept.

Quantifiable outcome

• Group revenue of 210mkr with 8% operating margin in 2025
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Global corporate brands (Creon Promotion clients)coreOthersCreon Promotion serves as a strategic partner for some of the Nordic region's most demanding brands, providing strategic profiling, campaign production, and logistics at global scale. These are long-term strategic brand relationships rather than transactional supplier arrangements.
• Regional Swedish businesses (Prevox Reklam clients)minorOthersPrevox builds long-term relationships with regional businesses across southern and central Sweden, acting as a close creative and production partner for profile products and branded merchandise.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brand Equity Group Sweden