Storskogen strengthens its Nordic leadership in professional haircare
Storskogen has acquired a majority of the shares in Frameda Oy (“Frameda”), a Helsinki-based distributor and brand partner within professional haircare. With sales of approximately EUR 10.7 million, approximately SEK 119 million, in 2024, the company is expected to continue its strong growth in 2025.
Founded in 2014, Frameda partners with internationally renowned brands including KEVIN.MURPHY and K18Hair and has developed several in-house brands. Frameda serves more than 3,000 professional salons nationwide alongside selected premium retailers.
With the acquisition of Frameda, Storskogen further expands its presence in Finland, where the group had sales of approximately SEK 485 million at the end of 2024. Christer Hansson, CEO of Storskogen, emphasises the strategic importance of the acquisition for the group’s Nordic operations.
“Frameda is an excellent fit for Storskogen and an important step in developing our presence in Finland. The company’s profitable growth profile makes it a compelling long-term platform”, says Christer Hansson, CEO of Storskogen.
The acquisition aligns with Storskogen’s health and well-being investment theme and complements existing operations in Sweden, Norway, Denmark and Switzerland. Åsa Murphy, Head of Business Area Trade at Storskogen, also notes that Frameda will expand the group’s position in skincare, cosmetics and professional haircare which accounted for about SEK 3 billion in sales in 2024.
“Frameda brings a strong market position in Finland and completes our Nordic platform within professional haircare, adding strong partnerships, customer engagement and a clear focus on quality that align closely with our long-term ambitions for the Trade business area”, says Åsa Murphy, Head of Business Area Trade at Storskogen.
Frameda 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 active in the company following completion of the acquisition.
“Joining Storskogen is the natural next step in our journey. We have built Frameda upon quality, trust and education for salons. With Storskogen’s network and Nordic know-how, we look forward to deepening brand partnerships, expanding our own ranges and serving more salons across Finland”, says Johanna Kananen, CEO and co-founder of Frameda.
Frameda will be part of Storskogen’s Consumer Products vertical within the Trade business area. The acquisition was completed on 3 November 2025. It is expected to have a marginally positive impact on Storskogen’s earnings and EBITA margin.
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