Holzweiler gets Sequoia Capital investment boost, targets China, US and UK growth

By

Sandra Halliday

Published
Aug 8, 2022

Norwegian fashion and lifestyle label Holzweiler has entered a “strategic partnership” with Sequoia Capital China, the latter having made a “significant investment” in the family-owned firm.

It’s the first-ever external investment for the brand and the link-up “is set to export Holzweiler’s cult appeal and community spirit globally”.

Holzweiler joins a portfolio at Sequoia that includes SSense, Ami, We11Done and Desiree. The alliance — supported by Carnegie Investment Banking — “advances Holzweiler’s distinct creative vision and builds on a commitment to physical retail experiences and pioneering design collaboration”, we’re told. 

The business currently has six physical stores (including fashion, beauty and furniture concept location Holzweiler Multibrand Store), a “thriving” e-commerce business, an international wholesale network comprising some of the biggest luxury retailers in the world, and a fine-dining restaurant in the heart of Oslo. 

Key categories for the label are outerwear and knitwear, "which have seen exceptional traction in international markets”, contributing to its “significant growth over the past three years of nearly 60% revenue CAGR". 

The company said its “next chapter” will be defined by “artfulness and ambition, bolstered by Sequoia China’s outstanding digital knowledge, global reach and resources”.

The new investment should help it “accelerate and up-scale” its direct-to-consumer business internationally, “with a laser-focus on key territories China, the US and UK”. 

A flagship store will open in Copenhagen in October, and Holzweiler’s first London location is planned for spring next year. 

The business was founded in 2012 by siblings Andreas and Susanne Holzweiler. It has a focus on “conscious practice, material innovation and an infectious celebration of the natural world”. Collaborations with artists, musicians, architects and poets are a key feature of the offer. 

The company — which is staging its most ambitious runway show to date during Copenhagen Fashion Week on Wednesday — said that much of its “singular charm comes via deep-rooted passion for the arts, resulting in a meaningful ‘beyond-fashion’ lifestyle strategy”.

It has launched collabs with Munch Museum, an Ali Gallefoss exhibition shown at Paris Fashion Week, pop-ups with vegan movement Wild & The Moon, and a collab with Colette (Holzweiler was the only Scandinavian brand chosen to take part in the Paris destination store’s closing #ColetteForever collaborations).

The company also has a longstanding relationship with architects Snøhetta. 

In a joint statement after the new investment, CEO Andreas, CCO Susanne and creative director Maria Holzweiler said: “We're incredibly proud to partner with the team at Sequoia China — this is a milestone moment for us and marks the beginning of a kind of 'Holzweiler 2.0’. From the outset, the conversation with Sequoia China felt symbiotic — they intrinsically understand what we're trying to achieve: a careful balance of vibrant growth and sustainable momentum.”

And Angelica Cheung, Venture Partner at Sequoia Capital China, added: “Holzweiler has a perfect mixture of quality, design, and a modern lifestyle approach. They have been exceptionally humble and understated; despite their incredibly dynamic business position. We believe they have a huge opportunity to expand to other parts of the world, especially at a time when audiences value nature, the outdoors and human connection more than ever before. Sequoia China will be supporting the family -- with all our resources -- along the way.”