Manchester City and Norway striker Erling Haaland, renowned for his goal-scoring on the pitch, is making headlines as he invests in Norwegian accessories brand Bon Dep.
The Manchester City striker, known for his iconic look and skill on the pitch has used Bon Dep for years to tie his famous man bun. Bon Dep is now taking the next step to become a world-leading house of brands in Europe, from achieving £7 million in sales in 2023.
Bon Dep was established in Oslo, Norway, in 2012 by Vibeke Grønseth as a wholesaler of interior items, initially selling pillows in Liberty fabric, knobs, and small toiletry bags. Her husband, Lars Grønseth, later joined the team.
In 2015, Bon Dep acquired the distribution rights for the hair tie brand Kknekki, and in 2018, they ventured into international sales. The company has shown robust growth, achieving a turnover of around GBP 7 million in 2023, with a significant portion of the growth stemming from Kknekki sales in markets such as Germany, Sweden, Denmark, Benelux, and France.
As part of their continued growth strategy, Bon Dep has entered into an agreement with football player Erling Braut Haaland, who will now become a minority shareholder in the company. Additionally, Bon Dep has enlisted the Stavanger-based investment firm Øgreid as a shareholder, with Øgreid becoming the company’s largest investor. The objective is to double the turnover within four to five years through sales to international markets.
Erling Haaland comments:
“I’m proud to become a shareholder in Bon Dep. Kknekki has been my go-to hair tie for years, and it is undoubtedly the best in the world.”
Egil Østenstad in Team Haaland adds: “Our strategy is to invest in cases that we resonate with, alongside players who have consistently demonstrated expertise and track record in their actions.”
Vibeke Grønseth, founder and CEO of Bon Dep, adds:
“The primary purpose of bringing Haaland on board is to collaborate in scaling Kknekki further across Europe and the rest of the world. Haaland and his team have a long-term perspective that is crucial as we expand Bon Dep into new markets. The success of Kknekki, also known as the world’s best hair tie, has demonstrated what we can achieve.”
