Nursery Today magazine

Hauck set for further expansion

Avedon teams up with Hauck to support international growth

Avedon Capital Partners (“Avedon”) will acquire a shareholding in Hauck, a leading European nursery products brand, to support Hauck’s international growth plan. In partnership with Avedon, Hauck aims to accelerate growth in its European core markets as well as expansion into selected international regions in the coming years. This includes investments in organisation, product portfolio expansion and digitisation of sales and marketing channels. The transaction will take place subject to the approval of the competition authorities.

Hauck is a 4th-generation family business, founded in 1923, that enjoys a very high brand awareness in its markets. The company is headquartered in Sonnefeld (Bavaria) and employs more than 140 employees. It is most renowned for strollers, high chairs, safety seats and adjacent indoor products and operates as one of the largest players in Europe. Hauck products are sold via all major on- and offline retail channels. 

Hauck seeks, building upon its market leadership in Germany, to further internationalise its organisation. Jörg Feyler, CEO of Hauck: “As a family business we have successfully gained market leadership in Germany and in the UK and expanded our business into several other European countries where we saw sales potential for Hauck. With the combined strengths of Avedon and Hauck we look forward to further accelerating our market expansion.” 

Julian Bärenfänger, Partner at Avedon: “Hauck is a compelling investment opportunity in a stable, non-cyclical consumer market. With its strong brand heritage and a diversified portfolio of non- discretionary, attractively priced products, the company provides an ideal platform for value creation across multiple levers. The growth plan will be supported by targeted investments into the organisation and management as well as into new product categories.”

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