Osborne Clarke advises the shareholders of Hashtag You GmbH on the sale to Candles Scandinavia AB

Osborne Clarke has advised the shareholders of Hashtag You GmbH, a rapidly growing D2C market leader for home fragrances and lifestyle products, on the sale of 100% of the shares in Hashtag You to Candles Scandinavia AB.

Hashtag You is a leading e-commerce startup for fragrance and lifestyle products based in Berlin, particularly known for brands such as AVA & May and Club Noé. The company has built its customer base of over 1 million customers in Germany, France, and Italy and a repurchase rate of 75% mainly through a technologically advanced, proprietary platform that manages the entire digital sales chain.

With the acquisition of Hashtag You, a leading European manufacturer of sustainable home fragrance products, Candles Scandinavia not only complements its existing private-label business but also secures direct access to an established digital D2C brand platform. This marks an important strategic step for the Swedish company on its path to European market leadership in the field of sustainable home fragrance products.

The Osborne Clarke team that advised Hashtag You was led by Partner Robin Eyben and Counsel Robert Marx (both Corporate / M&A) and consisted of Maximilian Vocke, Dr Paul Rhode, and Dana Alpar (all Corporate / M&A), Florian Merkle, Dr Jens Wrede, and Patrick Seiler (all Tax).