Y/ELM+
Y/ELM+ is a horseback riding safety and protection brand based in Stockholm, Sweden. Founded in 2021, Y/ELM+ focuses on creating leading-edge rider safety solutions through technology and materials-based innovation — enabling enhanced rider performance via its signature modular, modern designs.
"The lack of innovation in the riding category is striking, and the need to raise the bar for safety and comfort for the new generation of riders is urgent. We aim to do that." - Erik Lidén Co-Founder & CPO
Rationale
Y/ELM+ is really at the intersection of technology, safety and design, delivering next-generation products via a D2C first approach. They have assembled a state-of-the-art product platform and have created a really strong brand that speaks to up-and-coming riders who are challenging the status quo. We are really excited to be supporting such an experienced team at the forefront of the horse-riding industry.
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We support every entrepreneur with the necessary resources to thrive. We identify opportunities that lead to success and have the highest survival rate in the industry. Our focus on proactive ESG ensures we're always working towards building a better future. We are a VC firm with a proven track record, dedication to our partners, and commitment to sustainability.
