PRIVAB AND HEMMAKVÄLL ENTER STRATEGIC PARTNERSHIP

Humble Group AB ("Humble" or "the Company"), has, through its subsidiary Sam och Son Grossist AB ("Privab"), entered into a strategic partnership with Hemmakväll AB ("Hemmakväll") with the aim to drive joint growth and strengthen their positions in the Swedish market (the "Partnership").

Hemmakväll, a leading player in the confectionery and snack retail sector with 69 stores, and Privab, a nationwide wholesaler in the grocery trade, have signed a collaboration agreement marking the beginning of a new phase of shared growth. The partnership brings together two of Sweden's most prominent players in the grocery industry and will create new opportunities for both Privab and Hemmakväll to grow and develop together. Hemmakväll sees significant advantages in Privab’s wide product range and its ability to quickly adapt to market needs.

The Partnership will be initiated on 1 January 2025 and is expected to generate annual revenue of approximately SEK 70 million for Privab. The agreement is also expected to pave the way for further collaborations and development initiatives in the long term.

“We are proud of the partnership with Hemmakväll where we look forward to working together long-term and on a strategic level. The partnership also underlines the attractiveness of Privab's distribution platform and our commitment to creating long-term growth, through collaborations with leading retail chains in the Swedish market.” – Niklas Andersson, CEO, Privab

"Privab’s product range fits perfectly with our profile, and their high flexibility makes them the ideal partner to ensure that we can always offer our customers the best selection." – Jan Richter, CEO, Hemmakväll.

"I’m looking forward to collaborating with Hemmakväll, a brand associated with quality and innovation. This partnership is an important milestone for us when it comes to strengthening our position in the market and together, we will be able to take our customer offer to the next level." – Magnus Runestam, Sales Manager, Privab.

About Privab
Privab is a nationwide wholesaler specializing in supplying Sweden’s grocery and service trade with a wide range of products within confectionery, snacks, beverages, and food.

About Hemmakväll
Hemmakväll is a Swedish retail chain specializing in the sale of confectionery and snacks. With 69 stores across the country, the company is one of the leading players in the candy trade in Sweden. In addition to its wide range of candy, chocolate, and snacks, Hemmakväll also offers movie rentals and various types of entertainment products. The company is known for creating a unique experience around its products, focusing on quality and a broad selection that appeals to both spontaneous and planned purchases.

For further information, please contact:
Simon Petrén, CEO, Humble Group AB
E-mail: [email protected]

The information in this press release has been published by the above contact person, at the time specified by Humble Group's news distributor Cision at the time of publication of this press release.

About Humble
Humble Group is a Swedish FMCG group, which delivers next-generation consumer products that are better for people and the planet. Humble's business consists of the business segments Future Snacking, Quality Nutrition, Sustainable Care and Nordic Distribution, which have a profile within health and sustainability. The company strives to drive organic and structural growth through acquisitions and by utilizing synergies between the business entities. For more information visit www.humblegroup.se

Humble is listed on Nasdaq Stockholm, First North Growth Market, under the ticker HUMBLE. FNCA Sweden AB is Humble's certified adviser.