Stockholm (SE), 15 April 2025 – Vendis, the European consumer specialist private equity fund, invests in VästerbottensSåpa (“Såpa”), a fast-growing, premium, aesthetic, authentic and sustainable Swedish cleaning detergent brand for outdoor, home and laundry care. The investment represents the first investment from the new Vendis Transition fund which already secured € 100m in commitments.

Såpa, headquartered in Vilhelmina (Sweden), was founded in 2014 by serial entrepreneurs Sara and Magnus Idenfors by reinvigorating an old family recipe to produce soap form leftover materials. Currently, the company uses waste cooking oil from local food service and food industry businesses in combination with other natural ingredients, which are packaged in recycled PET bottles to significantly reduce the CO2 footprint and toxic ingredients of a cleaning detergent.
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With the entry of the e-commerce and marketing knowhow of Fedja Porobic and his marketing agency Porobic Group in 2023, the company has successfully created a premium D2C segment in a retail-focused cleaning detergent market with revenue growth reaching triple digit numbers in the past years on the back of authentic marketing and aesthetic product packaging.
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Vendis is teaming up with founders Sara & Magnus and Fedja Porobic to extrapolate the D2C success to the retail channel (where still ~95% of customers are buying cleaning detergent products) and adjacent geographies in the Nordics and the rest of Europe.
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Sara Idenfors, CEO of Såpa, is proud of the brand’s strong recognition & high customer satisfaction: “From our beginnings in Vilhelmina, our mission has always been to prove that cleaning doesn’t have to come at the expense of the environment. We are incredibly proud of the community and loyalty we’ve built around Såpa. Partnering with Vendis is a natural next step for us; their deep understanding of consumer brands will allow us to stay true to our roots while bringing our sustainable heritage to households across Europe.”  
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Christian Riisberg is excited for the partnership to further build the growth story of Såpa: “We are excited to partner with Sara, Magnus and Fedja and the entire team at Såpa to continue the exceptional growth story of the past years. We see Såpa as a differentiated proposition for outdoor, home and laundry care, showing that customer are drawn to an authentic and sustainable story combined with pleasing and elegant aesthetics. It is our pleasure to support the team along the future journey to make these great products available for more customers in Sweden and beyond.”
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The participation in Såpa represents the first investment in the currently being raised Vendis Transition fund, a € 150m small-cap consumer fund with a clear sustainability angle, of which just recently a first close was held at over € 100m in commitments.
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About VästerbottensSåpa (https://vasterbottenssapa.se)  

VästerbottensSåpa is a manufacturing e-commerce company specializing in cleaning and chemical technology, based in Vilhelmina, where it develops and manufactures high-performance natural cleaning products made from soap — a sustainable and circular alternative to traditional chemical-based cleaning products, with a clear focus on reuse.  
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About Vendis (https://www.vendiscapital.com)

Founded in 2009, Vendis is an independent private equity firm specializing in the consumer sector in Europe. In partnership with experienced entrepreneurs and managers, Vendis aims to invest in consumer companies to help them realise their potential for growth and value creation. Vendis invests in the Netherlands, Belgium, Germany, France and in the Nordic countries.
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For more information

Christian Riisberg (Partner) – +46 70 482 5541 – cr@vendiscapital.com

Evthimios Karaliolios (Investment Director) –+31 6 418 64 727 – ek@vendiscapital.com

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