Deal Announcement 12/14: Retail & Consumer

The Deal

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

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 GmbH

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

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.

PwC

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.