Deloitte Corporate Finance Advisory acted as the exclusive M&A advisor to the shareholders of Hashtag You GmbH on the sale of 100% of its shares to Sweden-based Candles Scandinavia AB

About the transaction

Deloitte Corporate Finance Advisory has advised the shareholders of Hashtag You GmbH on the successful sale of 100% of its shares to Candles Scandinavia AB.

The team was led by Reiner Schwenk and Ilenia Baldelli and supported by Aleksandra Fehler, Yuting Bao and Sina Wessling.

Hashtag You GmbH, founded in 2018 and headquartered in Berlin, Germany, is a DTC consumer centric and social driven brand platform in the European home fragrance & décor products segment. The company includes two brands: AVA & MAY, serving as an anchor brand, and CLUB NOÉ, a collaboration with a renowned influencer.

Candles Scandinavia AB is a Swedish producer of sustainable home fragrance products. The company is publicly traded and listed on Nasdaq First North in Stockholm stock exchange.

The share purchase agreement was signed on July 24, 2025, with the closing on August 1, 2025.

During the transaction, Deloitte demonstrated best-in-class cross border M&A execution capabilities through the strength of Deloitte’s international multi-disciplinary Corporate Finance Advisory team.

About Deloitte and its cross border end-to-end M&A Advisory Practice

Deloitte’s multidisciplinary cross border M&A offering together with our global reach is ideally placed to support buyers and sellers throughout the M&A lifecycle – including advice in respect of any pre-sale separation and/or post-merger integration.

As leading independent M&A advisors, we provide M&A deal execution and financial advisory services to large and mid-market corporations as well as to private equity firms globally. We offer financial advice and insight at every stage of a transaction – from consideration of strategic options to transaction execution, be it an acquisition or divestment or debt restructuring. We pride ourselves in our independent advice to our clients.