Optimizer Invest makes another investment in style expert Oscar Arrsjö’s fashion site – FRONTMEN.com.

Oscar Arrsjö is one of Sweden’s leading fashion and style professionals who appears frequently in the media. In 2008 he took his expertise online when he opened Fashionisland.se with specially selected brands and products for style-conscious men. The concept was an instant success, and last year the company made further efforts to become a style leading fashion site by enhancing its profile with even more content and style inspiration. As a complement to the brand mix, a unique clothing collection was also designed. At the same time, the name of the site changed to FRONTMEN.com.

Optimizer Invest is known for finding and investing in early stage start ups with digital profiles and that have a good potential to grow profitably. Optimizer made its first investment in FRONTMEN in 2014 and now adds additional funding. At the same time, investment company Wellstreet enters as part owner.

Johan Kinnander, investment manager at Optimizer Invest, comments:

“FRONTMEN has shown strong progress lately and has managed to find its niche in this segment. The industry is in transition and the ones who really can deliver a personalized offer with appealing content, along with well-functioning distribution, turn out as winners. We are convinced that FRONTMEN has a great potential to gain further market shares. This year alone, sales have doubled compared to last year.”

Oscar Arrsjö, CEO and founder, FRONTMEN, comments:

“The response from our customers, new and old, has been amazing the last year. Thanks to the new investment, we are able to implement a series of initiatives that will further strengthen our customer offering and consolidate our position as the given style destination for Swedish men. FRONTMEN looks ahead at an exciting time and we are very pleased to have Optimizer Invest and Wellstreet with us on this journey.”