Life is the market leading retailer of health & wellness products in the Nordics and also operates the two largest wholesalers for health products both in Sweden and Norway. Life’s mission is to help people to a healthier life and provides a carefully selected range of high quality products. Life offers dietary supplements, sports supplements, natural skin care, healthy foods, herbal medicines and much more.
Life operates in an interesting market with strong underlying growth driven by increased focus on health and wellbeing. Competition in this segment has increased during recent years and when acquired in 2017 the company had not been able to fully focus on the future development of its business. Furthermore, the ongoing structural shifts within retail have also added to the challenge. However, Life has a strong market position and well-known brand in the Nordic market, and from this base we believe the company has a large value creation potential. We are motivated to support the company’s strategic plan to develop its position and offering and we are proud to support the company in its mission to helping people to stay healthy in a natural way.