Jul 23, 2021  Düsseldorf / Germany

Henkel strengthens its sustainability position in Laundry & Home Care

Henkel acquires Swania SAS in France

  • Strong market position with ecological laundry and home care products
  • Fast-growing and highly profitable brands
  • Highly complementary to Laundry & Home Care portfolio of sustainable offers
  • Strong and successful innovation track record

Henkel has acquired Swania SAS, based in Nanterre, France, from Milestone Investisseurs and individual shareholders. Through this transaction, Henkel expands its position in the market for sustainable laundry and home care products and adds a highly complementary portfolio in very attractive and profitable market segments with a successful innovation track record.

Swania is the fastest-growing French independent player in the ecological home care market. In 2020, the company was even ranked as one of the top 20 fastest-growing consumer companies in France. The portfolio comprises the sustainable brand Maison Verte, which offers a wide variety of products certified with Ecolabel and accounts for more than 60 percent of total sales. Maison Verte is one of the most established sustainable home care brands in France with a very high brand awareness. The brand offers products for laundry and home care as well as for dishwashing. The vegan brand YOU, created for a young, tech-savvy target group and awarded with the Ecocert label, is also part of the portfolio. Traditional and well-known authentic brands Baranne and O’Cedar are completing the product range. In fiscal 2020, Swania generated sales of around 40 million euros.

“In line with our strategic agenda for purposeful growth we aim to create competitive edge through embedding sustainability into our businesses. Through this acquisition, we are adding attractive brands with a strong sustainability performance and compelling growth opportunities to the portfolio of our Laundry & Home Care business,” said Henkel CEO Carsten Knobel.

“We are excited about the opportunity to add the Swania brands to our Laundry & Home Care business. The brands are fast-growing, and the company has a very successful innovation track record. This business is a perfect fit for our existing portfolio, adding highly complementary brands and expanding our position in the attractive market for sustainable laundry and home care products,” said Bruno Piacenza, Executive Vice President Laundry & Home Care at Henkel.

Both parties agreed to not disclose any financial details of the transaction.

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