Geggamoja raises angel round from e-commerce entrepreneur Joel Löwenberg
What's the deal? Swedish e-commerce profile Joel Löwenberg has made an angel investment in children's clothing brand GeggamojaDealroom has a profile for this one. Try Dealroom →, his first external investment. He enters as one of the smaller investors in the round, announced in July 2026.
Why now? Geggamoja's co-founder Sara SidenbladhDealroom has a profile for this one. Try Dealroom → confirmed the company held talks with several strategic partners during spring 2026 to support continued expansion. Founders Sidenbladh and Anna Rietz remain majority owners.
The numbers: Geggamoja turned profitable in 2024 after investing in its organisation and systems in 2022, while holding revenue steady. In the year to mid-2026, revenue rose from SEK 33 million to SEK 37 million, driven by rising market share.
What's the endgame? The company is expanding in Sweden and internationally across new markets and sales channels. It has landed brand collaborations including Pippi Longstocking and Pettson and Findus — a mix that, alongside its international growth, drew Löwenberg's interest.
Sidenbladh said Löwenberg would contribute "mycket mer än kapital" — much more than capital — citing his experience building companies and brands. Löwenberg described the bet as "delvis en egoistisk läro-resa," partly an egoistic learning journey, offering a different perspective from his work at Gymkompaniet.
Geggamoja was founded by sisters Sidenbladh and Rietz, whose mother sewed the first collections. In 2022, the company's headquarters burned to the ground, yet it still grew revenue to nearly SEK 29 million that year.
The signal: A first external investment from a single e-commerce operator into a niche consumer brand reflects a shift where experienced founders act as angel investors in direct-to-consumer brands, rather than traditional venture funds leading rounds — against a Nordic backdrop of tougher consumer conditions and more selective capital.
Read more: Ehandel.se
Image credit: bjornfalkevik
