In December 2014, Henkel AG & Co. KGaA ("Henkel") closed the sale of all industrial and intellectual property rights related to the usage of the detergent brand Rex ("Rex") in Poland to Burnus GmbH ("Burnus"). PwC M&A Germany acted as M&A advisor to Henkel AG & Co. KGaA. We managed a competitive auction process with international strategic investors.
Henkel AG & Co. KGaA is a global retail and consumer product conglomerate headquartered in Düsseldorf, Germany. The Dax-30 company employs around 47,000 people and generated more than €16 billion in sales in 2013.
Burnus is a family-owned manufacturer and distributor of body and laundry care products, headquartered in Darmstadt, Germany. The company employs around 300 people with revenues of more than €120 million in 2013. With the Rex acquisition, Burnus is able to leverage its customer network and grow its market presence in Poland.
Rex is a detergent brand in Poland. It has a strong value-for-money positioning and an attractive and established customer base including international and local retailers across the whole country.
The global PricewaterhouseCoopers network is a worldwide association of independent auditing and consulting companies which together employ more than 195,000 employees in 157 countries. Our global network comprises nearly 1,100 M&A professionals all over the world, realizing approx. 300 successful transactions per year. We specialize in a wide range of independent M&A services including advice on acquisitions and disposals, mergers, public takeovers, privatizations as well as structured financing.
A team of PwC M&A Germany acted as M&A advisor to Henkel AG & Co. KGaA during the sales process of all industrial and intellectual property rights related to the usage of the detergent brand Rex in Poland.
For more information, please contact Alexander von Friesen (+49 69 9585- 5487).
Partner, Co-Head Mergers & Acquisitions: Automobilindustrie, Industrielle Produktion
Tel.: +49 69 9585-5667
Dr. Alexander von Friesen
Partner, Co-Head Mergers & Acquisitions: Gesundheitswesen, Handel und Konsumgüter
Tel.: +49 69 9585-5487