Ed Armitage

Ed Armitage is the co-founder and CEO of Freja, a company he established after more than 15 years of experience in building digital capabilities for private equity.1 Freja appears to be a brand that was launched in the summer of 2023, following a rebranding process that began in early 2022.25

Career and Company

Armitage's journey with Freja began when the company was previously known as Take Stock. In May 2023, he announced that Take Stock was rebranding.3 The official launch of the Freja brand took place on May 19, 2023.5

Background

Prior to founding Freja, Armitage had extensive experience in the digital realm, particularly in relation to private equity. He received his education from ESADE Business School.1

Recent Activities

As CEO, Armitage has been actively involved in various aspects of the company's growth:

• Fundraising: In September 2022, he mentioned that the company had been raising investment over the summer.2
• Brand Development: Armitage has been overseeing the company's rebranding and launch efforts.35
• Team Building: In July 2024, he posted about an opportunity for a Brand Manager to join the Freja team.6
• Industry Engagement: Armitage participated in his first podcast in January 2023, discussing the bone broth category.4

It's worth noting that the name Freja holds personal significance for Armitage, as it's also the name of his cat.3