New Normal Group Brings Together Crystallize and Hantera

The partnership combines Crystallize's modern commerce platform with Hantera's expertise in post purchase experiences and returns management, creating a stronger offering that spans more of the customer journey.

While both companies will continue to operate independently, the collaboration creates new opportunities for growth, innovation, and international expansion.

Founded by Kristoffer Lindvall, Hantera has established itself as a trusted platform for managing returns and post purchase processes, helping retailers create smoother customer experiences while reducing operational complexity.

Together, Crystallize and Hantera cover a broader part of the commerce lifecycle, from product discovery and purchase to returns and customer retention. The companies share a belief that modern commerce should be built around the customer experience, not the limitations of legacy platforms.

A key reason behind the partnership is the alignment between the founders and their long term vision for their respective products.

Both companies have been built by experienced entrepreneurs with deep technical expertise and a clear commitment to creating category leading products. Rather than pursuing growth through consolidation, the ambition is to strengthen each company while preserving the focus, speed, and innovation that founder led organizations are known for.

For New Normal Group, the partnership reflects a broader strategy of bringing together ambitious founders, strong products, and complementary expertise.

Instead of merging businesses into a single organization, the group focuses on helping companies benefit from shared knowledge, networks, and go to market opportunities while maintaining their independence and entrepreneurial culture.

While the partnership strengthens both companies' position in the Nordic market, the ambition extends far beyond the region.

Crystallize and Hantera already serve customers across multiple markets and are building for a future where commerce is increasingly shaped by AI, automation, and changing customer expectations. Together, they are better positioned to support businesses navigating that transformation.

The partnership marks an important milestone for both companies and reinforces New Normal Group's commitment to building technology businesses with international potential.

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