Klarna sells off its virtual shopping unit, Hero.

Klarna has announced the sale of Hero, a virtual shopping platform it acquired in 2021, to Bambuser for approximately EUR1.3 million. Hero provides a service that connects shoppers to product experts through text, chat, and video, boasting a clientele that includes notable brands like Levi, rag & bone, Chloé, and Harvey Nichols.

Initially, Klarna aimed to leverage Hero to enhance the online shopping experience for its 250,000 retail partners by mimicking the in-store experience. However, Klarna sells Hero to Bambuser, a Stockholm-based video commerce company, in a deal that involves the creation of a new UK company to manage Hero's assets. This transaction is slated for completion in May.

Bambuser's CEO, Maryam Ghahremani, expressed that acquiring Hero will significantly contribute to their goal of crafting the ultimate shopping experience that marries online convenience with the personal touch found in physical stores.

Source: Fintextra