Swedish Irootfor AB acquires X-Gamer
Swedish Irootfor acquires X-Gamer – aiming to become the
world leader in E-sports merchandise.
Irootfor AB acquires the British brand X-Gamer, a producer and retailer of energy
supplements formulated for the E-sports market segment.
The acquisition is the company’s second within a short period of time. Last autumn
Irootfor acquired Orcbite, a niche fashion brand targeting MMA, gaming and E-sports
fans. Irootfor’s portfolio also consists of FadeCase, a brand that produces and sells
merchandise with so-called skins (printed covers with motifs from various computer
“X-gamer fits the type of company we actively seek out. They will be an important piece
of the puzzle on our journey towards becoming world leader in E-sports merchandise,”
says Robert Hjelmér, CEO of Irootfor AB.
X-Gamer has in a short period of time established itself as a leading energy supplement
brand. Its two founders, Matt Rees and Daniel Davis, will remain with the company and
retain some equity interests.
“Irootfor will be instrumental in accelerating the successful implementation of our short,
medium and long term business goals, to deliver the X-Gamer brand and its innovative
products to a world wide audience,” says Matt Rees, one of the co-founders of X-Gamer.
Growth plans have already been developed for the newly acquired brand for the
European and American markets. Focus will be on launching new products, securing
sponsorship deals and collaborations with leading E-sport profiles and influencers.
“In the near future, we will extend X-Gamer’s product range with 10 to 15 products.
X-Gamer’s products are easy to implement in our existing network of distributors and
retailers worldwide. I would be disappointed if we didn’t achieve an annual turnover of
SEK 40 million for X-Gamer,” adds Robert Hjelmér.
Irootfor’s board of directors has also announced plans for more acquisitions this year.