YFM Equity Partners has invested £7.6m from its Buyout Funds into Swanky, a full-service Shopify Platinum agency headquartered in Exeter.

Swanky specialises in helping ambitious retailers and brands launch, scale and optimise their eCommerce operations within the Shopify ecosystem.

Founded by Dan McIvor and led by Dan Partridge since 2021, Swanky has expanded its team to around 70 employees.

YFM’s investment will support Swanky’s continued growth, including further investment in talent and service capability, as well as pursuing selective M&A opportunities.

As part of the transaction, Chris Hirst (formerly Global CEO at Havas Creative Group) joins Swanky as its chair. Elly Adams (formerly PWC and Oxygen House Group) joins the board as CFO, and Amy Dougan has been promoted to COO. Matt Giles remains an executive board member as co-founder and chief creative officer.