D-Ax is a partnership between Axel Johnson, a Swedish retail conglomerate and RECAPEX, a Nordic Investment company. Axel Johnson’s aim with D-ax is to invest in digital entrepreneurial companies. The ambition is to increase the trading group’s digital resources. As one of the Nordic region’s leading trading groups, Axel Johnson aims to meet with customers across all contact channels and develop new digital offers. The ambition is to is to increase the trading group’s digital resources. The firm looking for entrepreneurial digital companies that do business in trading and services. The companies should have achieved a certain level of sales and have a proven business model. While they may be e-commerce companies, this is not a must; they might also be companies that work with other digital business ideas within the spectrum covering online marketing, data transparency and data analysis.