Enterstore acquires majority stake in Miss Mary of Sweden to strengthen group’s international presence
Enterstore acquires majority stake in Miss Mary of Sweden to strengthen group’s international presence
enterstore, the fast-growing e-commerce group based in Prague, has acquired a majority stake in 4Kraft, leading European online retailer of baby products under the beloved Kinderkraft brand.
Founded in 2011 and headquartered in Poznan, Poland, 4Kraft has built a reputation for delivering reliable, high-quality, innovative products for families with young children. With a broad product portfolio that includes strollers, car seats, baby home, ride-ons and tricycles the Kinderkraft brand has become a household name across Europe. 4Kraft has surpassed €100 million in annual sales, cementing its place as a dominant player in the Western European market. The company also operates a subsidiary in Suzhou, China as well as in the US, expanding its reach globally.
This acquisition strengthens enterstore’s vision to create a global network of leading e-commerce brands. Kinderkraft’s products are available across online platforms such as their own direct-to-customer website: Kinderkraft.com, Amazon, and wide range of local marketplaces , making them easily accessible to parents across key markets, including Germany, France, the UK, Poland, Spain, and Italy.
Following this strategic acquisition, enterstore’s portfolio now includes six prominent European e-commerce brands: Astratex, Sportega, Ovečkárna, Unuo, Miss Mary, and Kinderkraft. This move aligns with enterstore’s broader vision of becoming a global leader in niche e-commerce brands, with a shared commitment to growth, innovation, and customer satisfaction.
“We were immediately impressed by Kinderkraft from the very first moment we met Leszek Krysieniel, the company’s visionary founder,” said Jozef Janov, Managing Partner at Hartenberg Capital. “Leszek and his team have built something extraordinary — a globally recognized brand with a product portfolio that excels in both quality and value. We are excited to support their expansion in existing markets and beyond, especially in the U.S. This partnership also gives us a unique opportunity to learn from their success in China and explore new opportunities in one of the world’s most dynamic markets.”
Leszek Krysieniel, founder of 4Kraft, who will remain a minority shareholder and stay as a CEO of the company, expressed his enthusiasm for the future: “We are committed to our vision of becoming the #1 e-commerce brand in the baby industry by offering an extensive range of products at the best possible value for our customers. Partnering with enterstore will help us accelerate our growth on both existing and new markets.”
The transaction was advised by CMT and JLSW for the selling shareholders, and EY and MFW Fialek for enterstore.
About Miss Mary of Sweden
Miss Mary of Sweden, established in 1957, is an international lingerie and swimwear brand known for its high-quality and expertly in-house crafted designs. The company operates across key markets, including Germany, the Netherlands, Sweden, Denmark, U.S. and others.
About Hartenberg Holding
Hartenberg Holding is a Prague-based investment firm specializing in strategic projects across Central European region, with a particular focus on consumer markets and real estate, totalling over €700 million in revenues. Backed by equity commitments of €300 million, the firm partners with high-potential businesses to nurture sustainable growth and long-term value creation through active collaboration with management teams.
About enterstore
enterstore is a dynamic e-commerce group dedicated to building a portfolio of leading brands in niche markets. Established in 2018, enterstore focuses on driving growth for its companies by fostering collaboration and leveraging shared expertise. The group includes successful brands such as Astratex, Sportega, Ovečkárna, and Unuo. Enterstore companies currently operate in 17 European countries and employ over 500 people, underscoring the group’s expansive reach and significant market presence.