Sweden's Ophena, backed by iZettle founder, sells to Denmark's Trolle Group
What's the deal? Gothenburg-based horsetech startup OphenaDealroom has a profile for this one. Try Dealroom → has been acquired by Denmark's Trolle Group, which has spent more than two decades building and distributing premium equestrian brands. Founders Anton Fast and Simon Geldner did not disclose the price.
What does Ophena do? The company makes safety stirrups designed to reduce riding accidents. Its magnetic stirrups and insoles give riders better grip while releasing the foot in a fall. By 2026 its products were used by over 20,000 riders across more than 80 countries.
How it got here: Fast and Geldner started the business while studying at Chalmers with an idea, no experience, and 10,000 kronor. In 2022 they appeared on SVT's Draknästet , where iZettle founder Jacob de GeerDealroom has a profile for this one. Try Dealroom → invested 1 million kronor; EasyParkDealroom has a profile for this one. Try Dealroom → founder Patrik MossbergDealroom has a profile for this one. Try Dealroom → had already put in 3 million. The startup raised 4.4 million kronor in total.
The numbers: Growth was uneven. Revenue peaked at 12.5 million kronor in 2021 but fell to 7.1 million in 2025, with an operating loss of 1 million kronor in 2025. The original goal, stated on Draknästet , was to reach around 20 million kronor in revenue — a level Ophena never hit.
Why it matters to the founders: The pair say they were looking for the right owner, not just a buyer. "For us it was never really about finding a buyer, but about finding the right owner," Fast said, adding that the company staying in Scandinavian hands "means a lot to us."
What changes now? Under Trolle, the plan is to expand Ophena further into B2B distribution, moving beyond its direct e-commerce model built on organic reach and social media, where it has 100,000 Instagram followers. That online presence once drew an Yves Saint Laurent employee, leading to a limited-edition run sold exclusively in Paris, Los Angeles, and on the fashion house's site.
What's next for the founders? Fast and Geldner have already moved on to a new venture, shifting from hardware to B2B software. Their startup, EliteCart, offers conversion optimisation and AI-driven upselling for online stores, with customers including XLASH and Galvin Green.
The signal: The exit shows how niche consumer-hardware startups can find a home with established distributors when scaling direct sales gets hard. For Trolle, Ophena adds a proven product and a large online following to its equestrian portfolio; for the founders, it frees them to chase a software model with better margins.
Read more: Breakit
