Two of BHG's current businesses,
The three brands Hemfint, Outl1 and Trendrum will remain as individual destinations, but the companies' support functions will be consolidated, thereby achieving efficiency gains. The consolidation is also expected to provide synergies through, among other things, increased joint purchases, as well as over time consolidation of warehouses and logistics flows. The three businesses that jointly will form
- Hemfint: a department store for the homeowner in the value segment
- Outl1: an outlet with a focus on home and leisure
- Trendrum: furniture and home furnishings at attractive prices
BHG does not pay any cash consideration for the acquisition of Trendrum. Trendrum is acquired from its founders, who are also the founders of Hemfint. BHG acquires 67.5% of Trendrum for a purchase price of 32.5% of the group's holding in
Trendrum has a range of products aimed at the entry and lower mid-segment that fits well into the Value Home portfolio. Trendrum further strengthens the group's purchasing competence through many years of experience from making purchases directly from producers in
“We continue to implement our strategy of consolidating operations within our three segments to increase our efficiency and strengthen our competitiveness going forward. Hemfint, Outl1 and Trendrum are all value companies with similar customer groups and business models and we see synergy effects with a merger. Through the consolidation, we merge the back-end of the three companies, increase efficiency and can thereby strengthen our customer offering," says
As Hemfint and Trendrum are e.g. owned by, among others, a company related to the CEO of Hemfint, the transaction is subject to approval from an extraordinary general meeting of BHG, scheduled to be held on
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