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Sandra Halliday Published
January 18, 2025
Klarna, the Swedish payments specialist has a new investor - rapper Snoop Dogg via his Casa Verde Capital fund. The company has also just unveiled a new marketing campaign starring the celebrity.
The fintech firm, which has been valued at more that $2.5 billion, handles payments for a wide range of retail and fashion businesses including Topshop, Moss Bros, Schuh, JD Sports, Missguided and many more (actually tens of thousands of stores across Europe and the US). And it also counts Bestseller’s founder and H&M among its investors.
The size of Snoop Dogg’s investment hasn’t been revealed although we know it’s a minority stake.
The company has made a major impact in recent years as online shopping has expanded fast and it has provided flexible buy-now-pay-later or pay-in-instalments services.
Snoop Dogg, whose real name is Calvin Broadus, told Forbes magazine: “I’ve been doing business in Europe for years with fashion brands, telecommunication companies and more. I’ve endorsed them, advised them, and now I’m looking to invest in them. I plan to keep growing the portfolio, ya dig?”
Klarna focuses heavily on how it makes payments much smoother and said it wanted to find “the smoothest person alive” to put that message across. As a result, Snoop Dogg has taken on the persona of Smoooth Dogg in the new campaign.