Breaking News

P&G Inks Braun Deal with De’Longhi

January 30, 2013

ITALY: Italian firm De’Longhi S.p.A. and Procter & Gamble have reached an agreement for the perpetual licensing of the Braun brand, owned by P&G, for use within the small kitchen appliance, ironing and selected household appliance categories.

In addition to a perpetual right to use the Braun brand and connected patents in the above categories, the transaction includes the acquisition of certain production assets and the inventory related to the above categories. It is anticipated that certain P&G employees, predominantly located in Germany, will become De’Longhi employees upon the closing of the deal. Ownership of the Braun brand will remain with P&G.

“This is an excellent transaction for Braun and Procter & Gamble,” said Dimitri Panayotopoulos, vice chairman of The Procter & Gamble Company. “De’ Longhi has a strong track record in developing premium household small appliances and is the perfect partner to accelerate growth of the Braun equity in these key categories. This will allow us to focus our in-house capabilities against driving and expanding our presence in the rapidly developing beauty and grooming appliance space.”

The Braun business associated with the transaction has revenues of approximately $260 million, mainly concentrated in European markets. Closing of the transaction is subject to approval from antitrust authorities.

“We are particularly proud to have reached an agreement with P&G in relation to the licensing of the household small appliances business of Braun,” said Fabio De’ Longhi, CEO of De’ Longhi. “This prestigious brand will allow us to enhance our equity story in the high end segment of the small domestic appliances market, characterized by a high degree of quality, innovation and design.”
blog comments powered by Disqus
  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.