The Swedish listed Björn Borg AB (“Björn Borg”) has acquired Baseline B.V. (“Baseline”), its Benelux distributor.
The acquisition of Baseline is an important step in accelerating the vertical integration of Björn Borg operations and in line with the strategy to get closer to consumers and retailers.
Lindenaar & Co acted as advisor to the shareholders of Baseline during the entire sale process. The activities consisted amongst other of structuring of the transaction, coordination of the due diligence process and assisting in final negotiations concerning the Share Purchase Agreement.
Profile Baseline
Baseline is the distributor of Björn Borg in the Benelux. The Benelux region is the largest market for Björn Borg (26% of total brand sales in 2015). Besides the wholesale business, Baseline also operates twelve Björn Borg stores in the Netherlands and Belgium.
Profile Björn Borg AB
Björn Borg owns and develops the Björn Borg brand. The focus of the business is on sports apparel and underwear. The company also offers footwear, bags and eyewear. Björn Borg products are sold in around 30 markets, of which the focus is on northern Europe.