GoWish (or “Ønskeskyen”, as it is known in Denmark) is a leading consumer wishlist and gifting application, which sits at the intersection of social shopping, affiliate marketing, and the retail media ecosystem. Acquired from PostNord in Denmark in 2020, the free-to-use app and website allows users to save, compare, get inspired, and share their favourite products into curated product “wishlists”. Having launched internationally in early 2023, the application has more than 17 million signed-up users.

Why we invested: We invested in GoWish because of its unique and mission-driven approach to gifting and e-commerce, which is reflected in its rapid international growth and noticeable market presence. With a compelling mission to put an end to product returns and double gifting, we are confident in the highly motivated executive team and look forward to developing a world-leading social commerce application.

Our value-add: We are supporting GoWish with its continued international expansion, product development roadmap as well as with the build-out of its executive leadership, board and industry advisor bench. We will also help with ESG initiatives, and the continued professionalisation of its organisation.

What was the outcome: The investment completed in January 2025.

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