Press Release Crystallize Expands to Sweden, Aiming to Become a Global e-commerce Leader by 2030

The move gives Crystallize an immediate, stronger foothold in the Nordics' largest e-commerce market and marks the shift from a proven product to a proven scaling model. Stockholm becomes its next base after Skien and San Francisco.

Hantera provides an order management system for modern online stores, from inventory and delivery to customer service. Its customers include brands RevolutionRace and Didriksons.

“Sweden is a larger e-commerce market than Norway, and Stockholm gives us a taste of what is waiting for us next in the US,” says Bård Farstad, founder and CEO of Crystallize.

“We have spent the past three years distilling our experience in this industry into a scalable, flexible commerce platform. Now we are entering the market with the backing of a group of experienced company builders and a highly capable team,” says Kristoffer Lindvall, founder and CEO of Hantera.

Crystallize has never raised external capital. The company funds its growth through its customers' success; the more customers sell, the more Crystallize earns.

Annual recurring revenue has passed NOK 20 million; growth is running at 50–100 percent a year and accelerating, and existing customers increased their spend by around 20 percent over the past year - a net revenue retention of 120 percent. The platform handles more than 500 million API calls a month.

“Not taking outside money forces you to build something people will actually pay for. No external capital means the product is our boss, not the investors,” says Farstad.

This is the same logic Bård applied together with his brother Alexander when they built eZ Systems (today Ibexa), a company whose customers included The Economist and the Financial Times.

Crystallize and Hantera now become sister companies under New Normal Group, which the Farstad brothers run and own. The two will work closely together on go-to-market across the Nordics, but remain independent products, each serving its own segment of the commerce stack.