New Swedish company Södra makes its first investment in an online reservation system

Three weeks ago, the Swedish Forest Owners Association and an international forest industry group Södra launched an initiative to invest around 19 million euros (200 MSEK) in a series of innovative companies offering new technologies for the forest estates. Now, this venture capital firm Södra Ädla is making its first investment in the Karlstad-based startup Happie Camp, which provides an online booking system for customers to book accommodation in the forest.

With seed funding of approximately €282,000 (3 MSEK) in the startup, Södra becomes a partner of Happie Camp which has raised total funding of approx. €562,000 (MSEK 6) during this selection round. Södra hopes to attract new technologies and companies for the forestry domains while the Swedish startup will benefit from Södra’s experience in the industry to accelerate its growth.

Södra invests in nature tourism – partners with Happie Nation

Södra Ädla has made its first investment. Södra Ädla became a partner of Happie Nation by investing SEK 3 million in the company. Happie Nation focuses on nature tourism.

Södra’s new venture capital business, Södra Ädla, was launched in May. In the coming years, the subsidiary will invest SEK 200 million in innovative companies with a business concept that directly supports the development and profitability of forest estates and promotes a more multifaceted approach to family forestry.

The first company has just been identified.

Strengthening family forestry with nature tourism

Södra Ädla’s investment in Happie Nation was finalized on Wednesday, and Södra Ädla will contribute SEK 3 million to a total funding round of SEK 6 million.

Happie Nation does nature tourism under the Happie Camp brand. Happie Camp rents unused forest land from forest owners and builds small houses there which are then rented out to nature lovers.

This enables Södra members to increase the value of their natural gems in the forest and to supplement their forest estate with nature tourism.

“Happie Nation’s scalable business concept is in line with our ambition to invest in companies that directly develop the value of forest estates. The business offers Södra members the opportunity to increase their income, while more people can experience our family forest ownership first hand,” said Erik Bengtson, Chief Investment Officer for Södra Ädla. “Through this investment, we are attracting new innovations in forestry and creating more business opportunities for Södra’s 52,000 members.”

Waiting for the expansion of the Happie Camp
Happie Camp was launched in 2019 and now has a well-developed online reservation system, where customers can easily book accommodation in the forest with nature at their doorstep as well as other services. The funding will support the planned commercialization of the business. The next step will be the establishment in southern Sweden, with a focus on Götaland and in dialogue with the forest owner members of Södra.

“Our goal is for Happie Camp to help forest owners maintain places of natural beauty and generate new income from the social values of their forest as a complement to traditional forestry,” said Staffan Svantesson, CEO and Founder of Happie Nation.

“With Södra Ädla as our partner, we now have access to in-depth forest management knowledge and experience combined with a real network of passionate forest owners. We will work together to create the best conditions for running a successful business and scaling Happie Camp quickly and efficiently.