Hantera_ is joining New Normal Group (NNG), the Nordic company builder behind Crystallize and a portfolio of technology companies whose customers include Red Bull, Mercedes-Benz, Etihad Rail, and DnB — a partnership that sharpens Hantera_’s ambition to build the next generation of commerce infrastructure and secure the platform’s long-term future.

Building for the long term

Founded in 2019, New Normal Group is not a traditional venture fund. It is an entrepreneurial technology group that builds and owns companies for the long term — investing from its own balance sheet rather than on a fund cycle that pressures founders to exit on someone else’s clock.

NNG’s ambition is straightforward: build best-of-breed technology companies into global leaders. The group targets billion-dollar niches across e-commerce, IoT, cybersecurity, finance, and media, and backs its companies with growth capital, hands-on operational support, and a shared network of experts — while each business stays independent and keeps the focus and speed that founder-led teams are known for.

Backed by patient capital

NNG’s investors are active, long-term owners, not limited partners racing an exit window. Capital partners and executive partners sit in the same boat — aligned returns, no management fees, one industrial group growing together. That structure is rare, and it changes the incentives: the goal is not a fast flip, but an enduring company.

That matters to Hantera_’s customers. It means the platform you build on today is run by people whose horizon is measured in decades, not funding rounds.

A portfolio that works at enterprise scale

Hantera_ now sits alongside companies that serve some of the world’s most demanding brands. Across the NNG portfolio, customers include Red Bull, Mercedes-Benz, Etihad Rail, and DnB. The group’s companies grow ARR by more than 100% a year on average, with more than 80% of that revenue recurring — and more than half earned outside the Nordics.

That is the company Hantera_ keeps. It is a clear signal: Hantera_ is built to the same standard as the platforms serving global enterprises.

Two halves of the same promise

The partnership also brings Hantera_ and Crystallize together under one roof. Crystallize is the headless PIM, CMS, and commerce engine that powers the storefront — the catalog, the content, the conversion. Hantera_ keeps the promise after the sale — the order, the fulfillment, the recovery, the repeat purchase.

Crystallize wins the sale. Hantera_ wins the customer.

Both are independent, and both are stronger for the shared belief behind them: that modern commerce should be built around the customer’s experience, not the limitations of legacy platforms.

A reliable platform, for every size of brand

What does this mean for the people who use Hantera_? Two things.

First, stability. Hantera_ is now part of a long-term owner with deep pockets and no pressure to strip or flip the company. Small brands can build on it knowing it will still be here.

Second, the weight to stand where Hantera_ already belonged. Hantera_ has always been technically enterprise-grade. What it has lacked until now is the financial and organizational backing to stand up to enterprise customers with the same confidence. That backing is now in place.

And the promise stays the same: prevent the issue before it becomes a ticket — and when something still breaks, turn the recovery into loyalty. The best customer service ticket is the one your operation prevented. What changes is the foundation underneath it, and the reach to bring that promise to more brands, in more markets.