We advised shareholders of Stebby on the sale of Stebby’s majority shareholding to French rewards and benefits leader Up Group.

As part of the transaction, the previous majority owner of Stebby, Livonia Partners, has exited. The management team will continue to run the company together with the new partner, enabling it to expand its presence in Europe.

Stebby, founded in 2012, is the largest wellness marketplace in the Baltics, with more than 180,000 users, over 2,200 service providers and over 8,500 different activities. Livonia Partners together with the management team Kristjan Novitski, Erik Oja and Egon Orav invested in Stebby in 2022. Livonia Partners is a pan-Baltic private equity investment firm, currently investing from EUR 157 million Fund II.

Our services and team

We advised the shareholders of Stebby throughout the transaction, including regulatory matters and transaction negotiations. Our team was led by partner Toomas Prangli and counsel Triin Ploomipuu. The team also included counsel Hetti Lump-Kivisaari, senior associates Kamilla Alma Vilderson, Oliver Ämarik, Robin Teever and associate Kadri Puu.