Swedish Startup Space

Footway founder Sara Wimmercranz has a new secret vc-firm

Written by on May 23, 2016
Editors Note: This post is part of a series called Featured posts, presented by .

Footway founder Sara Wimmercranz and entrepreneur Susanne Najafi has a secret project going on, called Backing minds. The investment company is registered at Bolagsverket (Companies Registration Office) – but the two founders have not disclosed their plans publicly yet.

The project has become something of a hot topic in the Swedish venture capital industry, but when Breakit reaches Sara Wimmercrantz over the phone she is not very talkative about the plans.

“What I can confirm is that we will start an investment business. I will tell you more when we launch, which we plan to do before the summer”, says Sara Wimmercranz.

She is a co-founder of fashion e-commerce site Footway with sales of more $31 million last year. Susanne Najafi is the founder of the online beauty shop Eleven.se. Both are also investment managers at venture capital firm Springfield.

Veckans Affärer has previously reported that the two entrepreneurs has plans two “capture the potential that the traditional venture capital industry fails to find”.

“I have been contacted by many entrepreneurs who have good ideas, but they lack classic entrepreneur profiles and are afraid to meet with venture capitalists around Stureplan (Sweden’s financial center)” said Susanne Najafi in an interview more than a year ago.

According to Breakits sources Backing minds will turn their eyes away from central Stockholm. “Their idea is to invest in companies outside of the Stockholm city centre”, one source said to Breakit.

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