Flowbox acquires Dreaminfluence, revenue nears EUR €9 million mark

Flowbox has acquired Danish influencer marketing platform Dreaminfluence, increasing its customer base in Europe to more than 1,000 and reporting an annual recurring revenue approaching EUR €9 million.

Flowbox, based in Sweden, provides brands with software to collect and republish user-generated content (UGC) across digital channels. With the inclusion of Dreaminfluence, the company's workforce now stands at over 60 employees working from offices in Stockholm, Barcelona, Amsterdam, and Copenhagen.

Expanding reach

Dreaminfluence was established in 2018 by Mikkel Malesa and Rasmus Tobiasen. Its influencer marketing platform is used by over 200 companies, including Estée Lauder, Mondelēz, and DK Company. The acquisition follows Flowbox's earlier merger with Spanish UGC specialist Photoslurp.

Eulogi Bordas, Chief Executive Officer of Flowbox, described the acquisition as a significant step in supporting both brands and creators in a fast-changing online retail environment.

"This acquisition is a natural step in our mission to transform how brands and creators collaborate to drive eCommerce across Europe. More than 80 percent of Flowbox's customers already work with content creators. By integrating Dreaminfluence's UGC creator network with our platform, we're building a unique end-to-end solution that empowers brands to seamlessly create, activate, and scale authentic content. It's not just about technology – it's about fostering an ecosystem where brands and communities grow together through storytelling and measurable impact."

With the addition of Dreaminfluence's infrastructure, Flowbox aims to provide brands with expanded opportunities to create and distribute content that connects with consumers across the continent.

Industry trends

European influencer marketing spending is projected to surpass EUR €2.5 billion this year, with brands diversifying their approaches by partnering with micro and nano influencers. According to sector analysts, these smaller-scale creators are seen to achieve higher conversion rates and greater audience trust compared to their macro counterparts.

The integration of Dreaminfluence's network is expected to help Flowbox's clients access new conversion opportunities and support the growing emphasis on authenticity in marketing. Brands are increasingly viewing influencer-led campaigns as essential components of broader digital commerce strategies, reflecting changing consumer preferences for peer-driven content and product recommendations.

Leadership and structure

Mads Wedderkopp, Chief Executive Officer of Dreaminfluence, will assume the role of Chief Revenue Officer at Flowbox. Commenting on the acquisition, he noted the close alignment between the two companies.

"Over the past year, several buyers expressed interest in Dreaminfluence, but Flowbox quickly stood out as the best match. Creators and influencer marketing are central to Flowbox's vision and growth strategy, and I couldn't imagine a better home for our team and product. Our cultures share many similarities, and the synergies between our platforms are immense."

Founder Marcus Carloni and Norwegian growth equity firm Viking Growth lead ownership of Flowbox following the acquisition. Dreaminfluence's largest shareholder is Danish brand incubator Blazar Capital. The transaction was completed entirely through Flowbox shares.

Shareholder perspectives

Eivind Bergsmyr, Chairman of the Board at Flowbox and Partner at Viking Growth, emphasised the expansion of Flowbox's service capabilities as a result of the acquisition.

"The acquisition of Dreaminfluence solidifies Flowbox's ambition to serve our customers with a broader product portfolio in line with our growth strategy. The acquisition increases our size and power to execute. The combined company will be a strong supplier and partner to our customers across Europe and Latin America," said Eivind Bergsmyr, chairman of the board of Flowbox and partner at Viking Growth."

Flowbox's client base includes brands such as G-STAR, Desigual, Decathlon and Intersport. The company was listed by Breakit among Sweden's 40 most profitable unlisted technology companies in 2023.

Pascar Sivam, founder and Chief Operating Officer of Blazar Capital, commented on the outcome for Dreaminfluence and the new merged entity.

"Since acquiring Dreaminfluence in 2022, we've worked closely with the team to develop and scale the business. We believe the combined company is uniquely positioned to become a European category winner in this space and look forward to supporting the next phase of this journey as shareholders of the merged entity."