We have advised Frameda Oy (Frameda), Finland’s leading multi-brand distributor and brand partner in professional haircare, on taking the next step in its growth journey by partnering with Storskogen Group AB. Storskogen has acquired a majority of the company’s shares, enabling Frameda to accelerate its strategic development, strengthen its Nordic footprint and invest further in education, digitalisation and its own brand portfolio.
Founded in 2014 by Johanna and Jarno Kananen, Frameda has built a strong position in the professional haircare market, representing globally recognised brands such as KEVIN.MURPHY and K18 Hair, while also developing several in-house brands. In 2024, the company recorded sales of nearly €11m and serves not only more than 3,000 professional salons nationwide but also selected premium retailers across Finland.
With the transaction, Frameda becomes part of Storskogen’s Consumer Products vertical within the Trade business area. The company will continue to operate under its current brand and management. Founders Johanna Kananen, CEO, and Jarno Kananen, Chair of the Board of Directors, will remain actively involved in the company following completion of the acquisition.
