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Electric rides for a cleaner future.

Stockholm, 30 January 2023 - GP Bullhound acted as the exclusive advisor to MURF Electric Bikes (“MURF”), creators of electric bikes designed for rugged adventuring, on its partnership with GEF Capital Partners (“GEF”), a global private equity firm focused on making investments addressing climate change and promoting sustainability.

Founded in 2016, MURF was borne out of a mission to provide local surfers with a reliable, low-impact method of reaching far-flung waves. Today, MURF embodies the power of exploration, and its bikes are drawing customers seeking adventures and fun.

Josh Jones, CEO and Co-Founder of MURF, commented: “I am thrilled about joining forces with a knowledgeable investor such as GEF, and look forward to working with them to grow MURF and accelerate the transition to a greener future. GP Bullhound’s advise and sector expertise was integral to the successful outcome of this transaction.”

Sven Raeymaekers, Partner, and Felix Bratell, Director, at GP Bullhound, commented: “It has been a pleasure to advise MURF on its acquisition. The high level of interest from potential buyers throughout the transaction demonstrates the strength of the company that Josh and his team has built since inception. We remain excited to follow the company from the sidelines as it enters its next chapter of growth together with GEF.”

With this growth capital, MURF plans to unveil a new storefront, several new national retail partners, two new products, and a limited-edition signature collaboration model in 2023.

The transaction is further testament to GP Bullhound’s expertise in advising digital commerce companies, including advising Spring on its acquisition by Amaze, and Selency on its €35m growth investment by Creadev and Accel, as well as GP Bullhound’s track-record in advising impact-focused technology companies, including Ecovadis’ $500m growth investment led by General Atlantic (BeyondNetZero) and Astorg.

For enquiries, please contact:
Sven Raeymaekers, Partner, at
Felix Bratell, Director, at

About GP Bullhound
GP Bullhound is a leading technology advisory and investment firm, providing transaction advice and capital to the world’s best entrepreneurs and founders. Founded in 1999 in London and Menlo Park, the firm today has 13 offices spanning Europe, the US and Asia. For more information, please visit

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