Friheden Invest is a family office founded by Niels Martinsen

About us

Friheden Invest is a family office founded by Niels Martinsen, owner & founder of IC Group. Founded in 1969 in Copenhagen, IC Group (then known as InWear) quickly became one of the leading fashion houses in Scandinavia, operating over 11 independent brands, listed on the Danish Stock Exchange since 1996. Over the years, IC Group has sold the majority of its brands. In 2018, Peak Performance was sold to Amer Sports in a transaction valuing the brand at DKK 1.9bn. Following the sale, Friheden Invest completed a delisting of IC Group and now wholly owns the two remaining brands; Tiger of Sweden and By Malene Birger.

Alongside IC Group, Friheden Invest manages a portfolio comprised of investments in various funds and asset classes. In addition, Friheden is actively investing directly in companies within the lifestyle sector on a venture & growth level.

IC Group A/S


1969Niels Martinsen establishes the fashion company InWear

1973Matinique brand is introduced

1977Sales reach DKK120m

1980The first InWear shop is opened in Copenhagen

1983Established in the USA

1985Sales reach DKK1bn

1986The brands Part Two and Radio introduced

1993Radio is sold

1994Sales from own shops reaches 40% of total sales

1996InWear Group is listed on the Danish Stock Exchange. Friheden Invest reduces its ownership from 92,5% to 52,5%

2000Friheden Invest increases its ownership to 64%

2001IC Companys is created through a merger with Carli Gry, Friheden Invest ownership is 38,9%

2002Saint Tropez is acquired and Designers Remix Collection created

2003Friheden Invest increases its ownership to 40%

2003Tiger of Sweden is acquired and By Malene Birger is established

2005Soaked in Luxury established

2009Friheden Invest increases its ownership to 42%

2013The brands Jackpot and Cottonfield are sold to COOP

2014InWear, Matinique and Part Two and Companys sold to DK Company, and company name changes to IC Group

2016Friheden Invest increases ownership to 44%

2018Peak Performance is sold to Amer Group

2018Friheden Invest increases its ownership to 66%

2019Friheden Invest obtains 100% ownership of IC Group A/S and completes a delisting from Nasdaq in Copenhagen

2022Christoffer Martinsen-Konigsfeldt becomes Chairman of By Malene Birger and Tiger of Sweden

2023Emilie Martinsen-Konigsfeldt becomes Chairman in Friheden Invest A/S

Direct Investment Portfolio

Since 2017 we have invested in companies with high growth potential at a venture & growth level within the fashion & lifestyle sector. We take an active role in the companies we are involved with and form close relationships with management, supporting with strong industry experience, operational expertise and strategic industry relationships.

Ron Dorff

Aligning Swedish functionality with French style, Ron Dorff represents a new idea of bodywear: smart, sharp and timeless. Ron Dorff concerns itself with beyond-basics: perfect pieces with an athletic heritage that perform flawlessly whether worn at the gym, at home or in the street. The bodywear collection includes sportswear, swimwear, underwear and bodycare and is sold in our five proper Ron Dorff stores in Paris, London and Berlin, as well as on to more than 50 countries worldwide.

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Rebelle is the premier European online marketplace for luxury second hand fashion. Benefitting from the sustainable consumption megatrend, Rebelle elevates re-commerce for luxury goods by having a pure play customer-to-customer marketplace model with no inventory and no ‘everywhere’ products, all driven by very sophisticated tech, data and algorithms.

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Homemate is a fresh & modern homecooked meal without the effort and without compromise. Our carefully created ready-to-cook meals address all individual needs and preferences, and help to restore mealtime values in an increasingly busy world. In December 2018 Homemate acquired Maaltidet – one of Denmarks biggest lunch caterers for businesses.

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ARKK Copenhagen is a Nordic sneaker brand established by two Danish co-founders with a passion for streetwear style. Without finding a brand that expressed their own personal style, they set out to create their own. In two short years, the minimalist silhouettes are to be found in 36 countries across the world. Upon finding their place in the sneaker world, the brand continues to redefine simple, clean design.

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Boost is a Nordic technology company selling fashion and beauty online, offering customers a curated and contemporary selection of brands, relevant to a variety of lifestyles, mainly through the multi-brand webstore Boozt strives to offer a convenient shopping experience with high service levels, consistent user experiences across both mobile devices and desktop, quick deliveries and easy returns. Boozt IPO’d on the Nasdaq Nordic on May 31st 2017 at a SEK3.4B valuation.

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Zliide is a Danish startup seeking to break conventional offline POS checkout by enabling customers to use their smartphones to complete an in-store purchase, resulting in no check-out queues and staff that can focus on providing a great shopping experience

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