AUDUR's investments
To date AUÐUR I has made the following investments:
On May 7th 2008 AUÐUR I announced its investment of a 34% share in ELM DESIGN. The aim of the investment is to work with the company to further grow its successful business. 
ELM produces high quality, high fashion clothing for women - DESIGNED BY WOMEN FOR WOMEN. The company was established in 1999 by three Icelandic designers Erna Steina, Lísbet and Matthildur, and their initials form the company name.
ELM has enjoyed remarkable success during the past few years. Sales have grown by 50% each year for the last 3 years, with exports being 80% of sales. The largest markets for ELM clothing are the US and Europe. ELM has a boutique and showroom on Laugarvegur 1, Reykjavik.
In May 2008, ELM's board recruited Kristin Hrafnkelsdottir as the company CEO. Kristin is a textile designer with a master's degree in business and joins ELM from Össur, where she held the position of product manager.
Arna Harðardóttir is ELM's non-executive board chairman.
In October 2009, AUÐUR I invested in Maður lifandi, a healthy food restaurant - grocery store concept.
The aim of the company is to promote a healthy lifestyle through catering, retailing and educational initiatives. In essence it delivers healthy meals and ingredients in an easily accessible and affordable manner.
In December 2009, the board recruited Arndis Thorarensen as the company CEO. Arndis has a background as a business school teacher and is passionate about healthy living.
In April 2010, AUDUR I in cooperation with other investors, bought a share in Securitas, Iceland.
Securitas offers security solutions, protecting homes, workplaces and society. The company emphasises responding to unique and specific security challenges facing its customers, tailoring its offering according to their specific industry demands.
In June 2010, AUÐUR I invested in the telecommunications company TAL (IP-fjarskipti ehf).
TAL operates in the telecommunications market and offers mobile-, landline-, broadband- and data transferring services to individuals and corporations. TAL has emphasized a simple product catalogue as well as affordable and transparent prizing. The company has 90 employees.
TAL history reaches back to 2001 when the telecommunications company Hive was founded as TAL is the result of the merging of Hive and the mobile company Sko in 2008. The brand name TAL however reaches back to 1998 when the original phone company TAL was founded.
With it‘s investment in TAL, AUÐUR I intends to take part in the opportunities of the growing telecommunications market, and be a leading force in servicing it's customers' needs in a simple and sensible way.
In June 2010, AUÐUR I acquired 100% of the shares of the companies Yggdrasill and Vera líf ehf. The companies were previously owned by Arev NI private equity fund.
Yggdrasill and Vera líf operate wholesale and retail sales in organic and healthy products. Among known brands they import are Rapunzel, Dr. Hauschka cosmetics from Germany, Clipper tea and coffee from Britain, Holle baby food from Switzerland and a few brands from the Dutch company Natudis, which is one of the biggest organic companies in the Netherlands and Belgium.
In August 2010, AUÐUR I invested close to 22% of the shares of Gagnavarslan ehf.
Gagnavarslan is an independent company that offers services and software solutions in the field of Documents and Data storage and information management. It employs around 40 people and the founder and CEO is Brynja Guðmundsdóttir. Gagnavarslan has in a very short period of time attracted a team of experts and established strong business relationships with many of Iceland‘s largest companies.
AUÐUR I‘s investment is part of the comany‘s share increase and also investing along with AUÐUR I are The Icelandic Venture Fund and a few private investors.
In October 2010 AUÐUR I in cooperation with other investors invested in increased share capital and thereby took ownership of 36% of Ölgerðin. At the same time Arion bank assumed 20% ownership.
Ölgerðin is one of the oldest industrial companies in Iceland, founded in 1913. The company has 300 employees. It produces many of the oldest and strongest consumer brands in the country and imports and distributes a wide variety of products from suppliers around the globe.
In November 2010 a company owned by AUÐUR I bought JÁ upplýsingaveitur ehf. The seller was Skipti hf.
JÁ is the publisher of the Icelandic phone directory and operates the phone service 118 and the information website www.ja.is. These operations were transferred from Siminn telecommunications company to the independent company Já in 2005. Já has achieved good results with the service it provides. Já emphasizes fast response, solid information and excellent service for it‘s customers. The website já.is was awarded last year for being the best Icelandic website by Samtök vefiðnaðarins. The site has gone through some major changes in the last few years and more new features are scheduled in the foreseeable future.
Sigríður Margrét Oddsdóttir, the company‘s CEO, and Katrín Olga Jóhannesdóttir, non-executive chairman were AUÐUR's co-investor.
