Behind the company are Andreas Häggkvist and Naslin Ossanloo, who, in addition to building the e-commerce business together, are also a couple. When they launched Andy Okay in late 2020, an unorthodox solution was tested at checkout. Customers were able to use a digital slider to determine the price of the art themselves, with a starting price of $19. The profit was then divided between the platform, the artist, and the charity chosen by the buyer. The mechanism quickly generated sales, but created practical obstacles for administration.
I thought we would lose money if no one pulled on it. But many people did. However, it became difficult when we had to bookkeep, says Naslin Ossanloo to the site.
The company then chose to remove the slider from the website. Fixed prices now apply to the entire range.
Selling in 30 Countries
Another unorthodox move was not to start with the domestic market. Instead of starting to target customers in Sweden and then rolling out in Europe, the duo aimed for the USA from day one. Today, the paintings are delivered to 30 different countries. The USA and the United Kingdom account for the largest revenues, and efforts are planned for Australia and the Nordic market in the future.
At the same time, the Swedish poster industry is experiencing a downturn. Competitors such as Artportable went bankrupt, Posterton has been acquired and players such as Desenio is struggling with falling figures. The picture is different in the international market, where companies such as Displate and King & Mcgaw are showing growth.
If we look at Swedish companies in the segment, it may not look so bright, but the poster industry itself is very large and growing every year. In the markets where we are largest and have the most focus, we see completely different conditions, says Naslin Ossanloo.
The Meeting at Hotel Diplomat
As Ehandel.se previously reported, Vetted Assets, with Jarno Vanhatapio at the helm, acquired 51 percent of the shares in Andy Okay. The sales process gained momentum in late 2025. Andy Okay was not actively seeking capital, as the company reported positive cash flow and was growing according to plan.
When Vetted Assets contacted them, a meeting was booked at Hotel Diplomat in Stockholm. Before the meeting, the couple discussed whether they would be forced to sit with investors in suits. Upon arrival, they were met by a person with long hair and casual attire, who turned out to be João Paulo Caldas, Chairman of the Board of Vetted Assets.
We had preconceived notions and were a little nervous about meeting stiff suit-wearing people who would tell us how to do business. But it was exactly the opposite. This group still has all the energy and passion that entrepreneurs have. You immediately felt that "shit, these are the kind of people you want around you," says Naslin Ossanloo.
In connection with Vetted Assets acquiring the majority of the company, Andreas Häggkvist and Naslin Ossanloo chose to use parts of the capital to buy into the Vetted Assets group themselves. The formal majority lies with the investment company, but the division of labor is described as joint.
On paper, it clearly means that Vetted Assets owns the majority today. But in practice, I see it much more as a partnership and a collaboration, says Andreas Häggkvist.
E-Commerce Profiles and Billion-Dollar Goal
The buyers at Vetted Assets consist not only of Vanhatapio and Caldas. Around the investment company there is an ownership circle and advisory group filled with established e-commerce profiles. Among the names are Juri Gendelman, founder of Stronger, Fredrik Nordendorph, CEO of Essnce, and Natalie Tideström Heidmark, founder of the influencer agency Team5pm.
The investment in Andy Okay constitutes the first acquisition in the company's framework, called "The Vetted Playbook". The strategy is to acquire profitable and founder-led DTC companies with proven international potential. The next step is to scale up the companies by using AI to maximize sales, which keeps down the future cost base for personnel.
And the goals are high. Under the leadership of CEO Ludvig Neset, Vetted Assets aims to reach a total turnover of between 1.2 and 1.4 billion Swedish kronor by 2030, with an adjusted EBITDA margin of 7 to 10 percent.