Investment company · Stockholm
We buy stakes in profitable Nordic consumer brands and invest for the long run, with a growth team working in the business from the first day.
For founders
We started Good Fruit Capital to give founders of great consumer brands an owner who stays for the long term and helps them get leverage on what they already built.
Björn Påhlman Spenger and Jacob Wibom Westerberg
We invest through an investment company with no fixed holding period for the brands we own. We plan to stay owners for as long as we add value.
Founders keep creative and product control. We take a board seat and help with the plan, the figures and the team around them.
Orange Juice, the growth agency Jacob built, works in every company from the first day on marketing, creative, CRM, the website and financial steering.
Björn has bought and scaled consumer brands as an owner. Jacob built Orange Juice, the growth agency that works in our companies from the first day. The results under each of us come from that work and are not Good Fruit Capital investments.
Chairman · Deal flow and brand operations
As an owner
CEO · Marketing and finance
With Orange Juice
Revenue in SEK m. Light green is a 2026 estimate. Orange Juice clients are shown without names. References on request.
Advisory board
Investment banking
Managing Partner at Clearwater International. Advises on deal structure, valuation and exits.
Brand and retail
Chairman of the furniture retail chain Mio. Founded Priority Group and Locus Energy.
Retail operator
Head of Strategy at H&M. Previously at L.E.K. and Qvartz. MBA from INSEAD.
What we invest in
It starts with a conversation. We go through the figures together, agree a three-year plan with the founders, and Orange Juice starts on the first day.
Orange Juice
Jacob founded Orange Juice in 2024. It is now a growth agency of 20+ people in performance marketing, creative, CRM, SEO, CRO and financial steering, working with 25+ consumer brands. Revenue and EBITDA have grown at more than 90% of them since they started with Orange Juice.
Partners at Orange Juice
Partner, Co-founder
Leads paid social and Meta advertising across Orange Juice's clients. Previously Head of Paid at iDeal of Sweden.
Partner
Leads client teams, from performance marketing to conversion on the website. Previously helped build General from 0 to 100+ people.
Partner
Leads client teams for beauty and fashion brands. Previously at Under Your Skin and Layered.
Brands Orange Juice works with
For investors
Good Fruit Capital raises new capital once a year and invests it in profitable, founder-led consumer brands. Investors own shares in Good Fruit Capital, and through it a stake in every brand we invest in.
Ask about the next roundNothing on this site is an offer to subscribe for shares.
Good Fruit Capital owns stakes in a small number of consumer brands, each with a board seat and Orange Juice working in the business.
Each yearly round funds the next investments. Tell us if you would like to hear about the next one.
Figures, terms and the investor presentation are shared in meetings with Björn and Jacob.
Contact
Björn or Jacob reads every message and replies within a few working days.