Press release: Successful Acquisition of the Brandon, Gothenburg (Sweden), by Overture Promotions Inc. (USA) – CARL Exclusively Advises

This strategically significant transaction enables both companies to enter the next growth phase, significantly expand their global footprint, and create substantial added value for their customers. The combined company generates revenues of approximately USD 150 million. With this first international acquisition, the newly formed Overture Marketing Group adds their first European company to the group, giving them a strong position on the European market, fostering innovation and pursuing a strong growth strategy.

About Brandon:

The Swedish Brandon Company AB, a renowned provider of brand merchandise, has established itself as an innovative, internationally active company since its founding in 1987. With a wide range of individual and creative marketing solutions, the company, acquired by the current management in a Management Buy-Out (MBO) in 2016, has built a strong position in the industry. Today, Brandon operates as an international service provider with its own locations in Europe, the USA, as well as in China and Hong Kong. Its clients include international blue-chip companies such as Volvo Cars, Hilti, and PUMA.

Role of CARL:

CARL acted as the exclusive advisor to the sellers and led a structured and targeted sales process. With comprehensive market understanding based on successful transactions in the brand merchandise market, as well as careful analysis and process preparation, CARL was able to present the company with a clear equity story to potential investors, generate significant international interest, and lead the negotiations to an optimal outcome for all parties through specialized M&A advisory expertise.

Objective and Outcome of the Transaction:

The primary goal of this transaction was to find a partner who valued Brandon's established position and was best equipped to support and foster Brandon's growth potential across Europe and the globe. With Overture, a portfolio company of the Canadian private equity firm Westbridge Capital, an ideal buyer was found, bringing both financial strength and strategic vision, as well as significant synergies to the partnership. Overture will benefit from Brandon’s strong position in the European brand merchandise market and offer its international clients new opportunities. The current management team, led by Amanda Wyatt (CEO) and Magnus Sandebert (CFO), will remain on board and continue in their existing roles.

Statement from Brandon:

“With Overture, we have found a significant international partner who will support us with focus and financial strength, not only to realize the next steps in international growth but also to achieve further economies of scale,” says Amanda Wyatt. “Based on what we have successfully built at Brandon over the past few years following the MBO, we now have the opportunity to begin the next chapter of growth,” adds Magnus Sandebert. “The professional advice and strong support from CARL and Dr. Michael Kost throughout the process have led to an optimal outcome for all parties involved,” Amanda Wyatt adds. “We have found a partnership that perfectly aligns with our visions and values.”

Outlook:

With the successful completion of this transaction, CARL Finance strengthens its position as a reliable partner for mid-market company sales. The company looks forward to continuing its successful transaction support and creating lasting value for its clients in the future.

M&A Advisors:

Benjamin Görwitz (CARL), Dr. Michael Kost, Aleksandar Vucicevic (CARL)

Legal Advisors:

Carl Fagher (MAQS Advokatbyrå, Sweden), Joel Lundgren (MAQS Advokatbyrå, Sweden)