Expands European Presence with Acquisition of Loopia Group

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DateMay 27, 2024, a large web hosting provider and digital enabler in Europe for entrepreneurs and small to medium-sized businesses (SMBs), has announced the strategic acquisition of Loopia Group, a leading provider of digital presence solutions in the Nordics and Central Eastern Europe (CEE). This acquisition marks a significant expansion for, enhancing its reach and capabilities in key European markets.

Loopia Group operates with a strong presence in Sweden, Finland, Slovakia, Czechia, Hungary, and Serbia, employing over 320 professionals and serving approximately 650,000 customers through a portfolio of well-known local brands including Loopia, Websupport, Hostingpalvelu, Domainhotelli, and Active24. Since 2018, Loopia Group has been backed by Nordic private equity group Axcel. Under Axcel’s ownership, Loopia has seen a fourfold increase in revenue and earnings, with 97% of its revenue coming from data centers powered by renewable energy.

This acquisition will see’s customer base grow from 2.5 million to over 3 million across Europe. This strategic move not only extends’s footprint but also enhances its ability to assist a larger number of customers in achieving online success through a diverse range of digital products and services. Supported by Hg, a leading investor in European and transatlantic software and services businesses, continues to strengthen its position in the market. Financial terms of the acquisition were not disclosed.

Sara Laurell, CEO of Loopia Group, expressed her enthusiasm about the acquisition: “After a period of high M&A activity, we’ve successfully unified our brands and technology platforms, transforming Loopia Group into a cohesive company with a strong offering. I want to thank Axcel for their trust and support, and my fantastic team for their efforts over the years. We now look forward to joining forces with and Hg to shape the industry across Europe.”

Axcel Partner Christian Bamberger Bro also commented on the transition: “In partnership with Sara Laurell and her team, we have built a leader with an efficient platform for growth. During our collaboration, Loopia Group expanded into three new countries, strengthened its commercial offering, and maintained an ambitious sustainability agenda. We are proud to pass on a thriving and sustainable company to and Hg.”

B2B SaaS Solution Investments has made significant investments across a variety of B2B SaaS solutions, aimed at enhancing security, ensuring GDPR compliance, boosting visitor attraction and conversion rates, improving customer engagement through marketing tools, and supporting both online and offline commerce strategies. The company continues to invest in innovative products and partnerships with leading SaaS companies in Europe.

Jonas Dhaenens, Founder and President of, highlighted the potential of the acquisition: “Integrating Loopia Group into opens up numerous opportunities for the European digital services industry. It extends our reach into dynamic sectors and creates a unique offering for over three million customers across more than 20 countries, supported by a team of 2,700 talented individuals.”

Claudio Corbetta, CEO, and Dawn Marriott, Chairperson of, welcomed Loopia Group: “We are impressed by Loopia Group’s leadership in complementary geographies and their customer-first approach in delivering top-notch online solutions. This acquisition aligns with our ambition to be the preferred one-stop digital provider for European SMBs. We look forward to what and Loopia Group can achieve together.”

Hg representatives Joris Van Gool, Nick Jordan, and Matthijs Deroo also expressed their support: “We are proud to back the growth of This acquisition strengthens our commitment to building an exceptional business that addresses the needs of SMEs to digitize and offer more services online. Loopia Group’s brand portfolio and extensive customer base offer a fantastic opportunity to enhance our services and innovation for customers.”

40+ Brands, Sustainable Hosting, with over 40 successful brands, serves more than 2.5 million customers across Europe, including Belgium, Bulgaria, Czech Republic, Denmark, France, Germany, Greece, Ireland, Italy, Netherlands, Portugal, Spain, Sweden, Switzerland, Turkey, and the United Kingdom. The company offers a comprehensive range of services, including web hosting, domains, e-commerce, online compliance, lead generation, and application solutions, supported by a team of over 2,000 experts.

Loopia Group, a leading European web service and hosting company, is committed to sustainability and green hosting. Serving over 650,000 customers in Sweden, Finland, Slovakia, Czechia, Hungary, and Serbia, the group includes market-leading brands and has generated significant revenue while maintaining a focus on renewable energy.

Axcel, founded in 1994, is a Nordic private equity group with extensive experience in building companies through a collaborative mindset and structured approach to value creation. Hg supports the development of sector-leading enterprises that supply critical software applications or workflow services, driving the digitization trend in early stages of adoption, and transforming workplaces for professionals.

This acquisition represents a significant milestone for and Loopia Group, poised to drive innovation and growth in the digital services sector across Europe.

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