Hafa Bathroom Group has been acquired by BHG Group

Livingstone advised the owners of the Hafa Bathroom Group (“HBG”) on their majority sale to the BHG Group (“BHG”). HBG has successfully developed into a leading company with several well-known brands in the bathroom equipment sector and will now continue its growth path with a new majority owner.

Livingstone has acted as the exclusive M&A advisor and conducted a large-scale sales process with several strategic and financial companies, with the team’s sector expertise contributing to a successful process.

“The Livingstone team contributed extensive industry experience and skilfully navigated the buyer landscape with relevant contacts at buyer level. Livingstone included our needs throughout the process, delivered good results and thus strengthened our trust in the company, ” says Anders Hofstedt, CEO of HBG.

HBG is a bathroom company that sells its products mainly through the Hafa, NORO and Westerberg brands and is represented in all Nordic countries and the Baltic States. The group’s goal is to offer the best digital platform in the industry to create business opportunities and value for customers and stakeholders in the bathroom fixtures space. In 2020, HBG’s turnover was SEK 300 million, with good profitability.

CEO Anders Hofstedt and the management of HBG will continue to operate the business from Halmstad and retain ownership of the company. HBG will be consolidated within BHG’s DIY segment.

BHG is a publicly traded consumer e-commerce company operating in the Nordic region. The group includes over 100 online destinations such as Bygghemma and Chilli. With the takeover of HBG, BHG is strengthening its share of its own brands in the bathroom segment with good opportunities to drive future growth, especially in the Nordic region.

“The deal is another showcase for us in transforming the e-commerce, retail and consumer brands markets. The transaction demonstrates the strength of leading e-commerce platforms enabling value chain consolidation by acquiring their own industry-leading brands with large synergies for cross-selling in their own e-commerce channels, ” said Thomas Karlsson, Partner at Livingstone .

After the sale of INR to Dansani , the Livingstone team closes another transaction in the bathroom segment.

Livingstone acted as exclusive financial advisor and Hansen Law accompanied the sales process as legal advisor.