Oscar Jacobson

Investment: 2008
Status: Exited
Sector: Men's clothing

Website: www.oscarjacobson.com


During Valedo’s almost 10 years’ long ownership, Oscar Jacobson was transformed to a modern, distinct and award-winning brand within the menswear affordable luxury segment. Oscar Jacobson’s brand, collections and distribution network were successfully revitalized, today appealing to a customer group spanning over three generations. In addition, a number of growth initiatives have been successfully executed during the ownership period, including the establishment on the Norwegian market, a widening of the product collection with increased focus on outerwear and knitwear, as well as the establishment of a fast growing own online store.


Oscar Jacobson is a leading Nordic menswear brand, founded 1903 in Borås, Sweden, characterized by a long history of deep textile knowledge and an uncompromised focus on quality. The Company’s foundation lies in men’s formalwear and has since the beginning of the previous century been one of the leading providers of suits and blazers in the Nordics. During 2008 Valedo, together with the Company’s management, invested in Oscar Jacobson with an ambition to revitalize the, at the time, slightly stagnated brand as well as to accelerate the Company’s growth through a number of strategic initiatives.


With Valedo as majority owner, Oscar Jacobson reclaimed the position as one of the Nordics’ leading affordable luxury menswear brands, characterized by timeless elegance and sophisticated cuts. The Company has during Valedo’s ownership period increased its brand strength significantly, especially among the younger customers who today constitute Oscar Jacobson’s largest customer group. The Company has also established a future proofed distribution network where nearly half of the sales take place in Oscar Jacobson’s own controlled channels. A number of own stores was opened in addition to the establishment of a fast growing own e-commerce presence. The Company’s product collections was strengthened by leveraging the deep textile knowledge within the Company, successfully expanding into new product categories such as outerwear and knitwear. During 2016, Oscar Jacobson was awarded Suit Brand of the Year by the magazine Café as well as Designer of the Year (Mats Pettersson) by the magazine Habit.


In order to achieve the position as one the leading Nordic menswear brands, a number of initiatives have been implemented during Valedo’s ownership:

  • Strengthening of the organization through recruitment of a new management team
  • The owners have not taken any dividends and instead invested substantial amounts in the business
  • Key personnel have been offered to invest in Oscar Jacobson in order to create a common agenda with the owners
  • ”Operational excellence” initiatives such as relocating the production from Poland to the Baltics as well as improved supplier terms
  • Outsourcing of inventory handling and logistics to a third party supplier
  • Expansion of the own store network through additional store unit establishments in Sweden and Norway
  • Widening of the product collection with increased focus on product groups such as outerwear and knitwear
  • Divestment of the non-core corporate wear business division
  • Launch of an own online store in 2013 with an upgrade to a complete  omni-channel solution in 2018
  • Initiated repositioning of Oscar Jacobson’s golf collection
  • Further development of the reporting system to improve the control and monitoring of financial and non-financial KPIs
  • Initiated international expansion – illustrated by the establishment of strong external retailer relationships such as Selfridges in the UK and Konen in Germany


As Oscar Jacobson during 2017 had achieved the targets set out at the time of Valedo’s acquisition in 2008, an evaluation of a potential divestment was initiated. Therefore a sales process was began in the spring of 2018 and discussions where held with several parties expressing an interest in acquiring Oscar Jacobson. The result was that Oscar Jacobson, in June 2018, was divested to Mellby Gård, a family owned conglomerate investing in businesses with strong growth potential.

”It is a fantastic brand with an incredibly strong position in our part of the world and during the last five to ten years many good initiatives have been implemented. We now see a potential to expand internationally with Oscar Jacobson which is where the interesting upside for us exists.”

Johan Andersson
CEO of Mellby Gård

Mellby Gård acquires Oscar Jacobson

Mellby Gård AB (“Mellby Gård”) has acquired Oscar Jacobson from Valedo Partners Fund I AB (“Valedo”). Valedo invested in Oscar Jacobson in 2008 and has, together with the company’s management, transformed Oscar Jacobson into an award-winning modern affordable luxury menswear brand, targeting customers spanning three generations. Oscar Jacobson is a leading Nordic fashion brand with

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Oscar Jacobson strengthens the organization for further internationalization

David Thunmarker assumes the role as CEO of Oscar Jacobson in connection with current CEO Roger Tjernberg being appointed Executive Chairman of the Company. After eight years as CEO of Oscar Jacobson, Roger Tjernberg passes the CEO role to David Thunmarker who will assume the position after the summer of 2017. David joins from Tiger

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Valedo acquires Oscar Jacobson

Valedo has acquired Oscar Jacobson from the Bengtsson family. Oscar Jacobson is a leading Swedish menswear company with focus on contemporary classic men’s fashion and exclusive golf wear for men. The collections are sold in the whole of Europe with a majority of sales in Sweden and the United Kingdom. Oscar Jacobson is a leading

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