Nordic Beauty Inc: Growing to €15M with inventory financing

The Background

Ville and Johanna Rönkkö are the dynamic duo behind Nordic Beauty Inc., a Finnish beauty powerhouse. What started as a “holiday fund side hustle” with his wife Johanna back in 2014, quickly became something bigger: in their very first year, Nordic Beauty Inc. brought in over €1 million in revenue.

The couple weathered the COVID-19 storm by pivoting to hand sanitizers, a move that saved the business. Since then, they’ve scaled up significantly, expanding into numerous European markets. Today, with around 30 employees they’re clocking €15 million in annual revenue and expect an impressive 30% growth in 2025.

When growth meets a cash flow wall

In the world of beauty, scale doesn’t come cheap. Nordic Beauty Inc. handles more than 5,000 SKUs across a diverse supplier base stretching from Asia to the U.S. – a setup that offers variety and quality but also demands meticulous forecasting and operational finesse. Even with two highly experienced team members dedicated full-time to supply and demand planning, it’s still a high-stakes balancing act. The challenge? Lead times can stretch for months, while payment terms from large retailers range from 30 to 120 days. That creates a significant cash flow gap between when they pay for goods and when they get paid.

This gap is more than a financial challenge; it’s a growth blocker. Every decision to scale a product line, launch a new brand, or expand into a new market must be weighed against available capital – not just demand.

“Cash flow is always the constraint – our growth is shaped by how fast we can fund and turn around inventory, the demand is not the issue.”

Ville Rönkkö, Managing Partner

Working capital that keeps up with ambition

That’s where Treyd came into play. By covering supplier payments upfront and giving Nordic Beauty Inc. up to 150 days to repay, Treyd has helped them smooth out the cash-flow curve, giving them room to grow without pause. This financial breathing space has enabled the team to double down on what they do best: launching compelling brands, negotiating better supplier terms, and building a strong presence in markets like Sweden, Germany, and Spain.

Treyd’s ease of use has also been a game-changer. In contrast to the cumbersome processes associated with traditional bank financing, Ville describes Treyd’s platform as refreshingly straightforward and efficient. It’s a tool that fits seamlessly into the fast-moving world of beauty distribution.

With strong momentum, a clear strategic vision, and a seasoned team at the helm, tripling the business is no longer just an ambition – it’s an achievable next chapter. Nordic Beauty Inc. is steadily positioning itself as one of the key players defining the future of European beauty distribution.