Ferd-owned Try buys app company for 19 million – E24

The start-up company Beining og Bogen comes under the Ferd umbrella.

The purchase price is just under NOK 19 million.

The company, which started in 2016, is specialized in the design and development of native apps native appsApps that are made for a specific operating system, unlike web apps..

– In Try, we have been working on building up a digital and technological offer for the past four years. This will be a large technological and digital environment as part of the Try group, says managing director Emilie Nøss Wangen of Try Dig – the subsidiary that formally takes Beining and Bogen under its wing.

– So we have seen during this time that apps are also something that is in demand in the market. We have had a service offer on the app, really all the way through, but not a very large environment, she says.

Beining and Bogen have, among other things, the launch of kolonial.no on their CV, in addition to the apps from Vinmonopolet, Fagforbundet and Godt Brød.

Ferd was there

After a long dialogue, where Try owner Ferd has also been part of the conversation, they have now come to the conclusion that an acquisition is the right step.

Ferd is the investment company of the Andresen family, where Johan H. Andresen’s daughters Alexandra and Katharina hold the largest ownership positions. The company bought 60 percent of Try in 2021.

– They deliver quality, they have ambitious customers on the list and have had very good people, says Wangen about the start-up company.

The companies have already worked on several projects together, they say.

Managing director Andreas Beining at Beining og Bogen explains that the focus for them since the start around eight years ago has been to build and design the best apps.

– There have been other interested parties who have knocked on the door, but the fact that it was a Norwegian owner where Ferd is also part of the whole thing was decisive, he says.

Co-founder and Chief Technology Officer Håkon Bogen adds:

– With long-term plans for what we will do next.

Tough market

They tell of customers who now demand more than before, because the market has matured.

– It is no longer enough to have a good solution and technical design. You must have analysis, strategy, product. Customers have much higher demands now. There will be synergies with the rest of the Try system, and will be very good for our customers, says Beining.

The acquisition takes place in what is described as a tough time for the advertising industry.

– The advertising market has been affected by headwinds. Try has also noticed it, says general manager Sindre Beyer at Try.

– We have certainly managed better than many others. But we have a long-term plan to continue our project, both becoming more technological and digital, and we are.

– But it is also a market that has felt the economic conditions. It is in times like these that you have to make the right choices, and put together the offers and services that we think the market wants. We are experiencing a response to that now.

– And then we have an owner who thinks long-term. Who want us to do what is right both when it comes to organic growth and acquisitions. They have been closely connected in this process and think Beining and Bogen were an exciting and forward-looking company that fitted in well with Try.