Well-run merchandise supplier sold to Norwegian group

Owner-manager Jan Facius has been running the company b conzept ApS since 2003, which sells corporate gifts, promotional items and corporate clothing.

Over the years, the Silkeborg-based company has grown to be among the top three players in the Danish market, handling weekly web orders to 110 countries.

The majority ownership of b conzept has now been transferred to the Norwegian IDÉ Group via the Danish subsidiary IDÉ House of Brands Danmark A/S.

IDÉ Group is Scandinavia's largest in corporate gifts and promotional items with an annual turnover of DKK 600 million.

Klaus Termansen and Claus Bruun from Business Broker Jan Facius in the sales process.

Consolidation in the Nordic promotional products market

The transaction is de facto a merger. IDÉ Group and Jan Facius now own 75% and 25% of the total Danish group consisting of the companies IDÉ House of Brands Denmark and b conzept.

With this solution, Jan Facius achieves the primary objectives he had defined for the sale of b conzept.

"I wanted to strengthen our future position as a market leader in our core business. Job security for employees was also high on the priority list and I also wanted to continue to be part of a growth company where I can contribute to the development and realize added value," says the seller of b conzept.

Great interest in the sale of Danish trading company

Jan Facius is very satisfied with Business Brokers and decisiveness in the structured sales process.

"Claus Bruun and Klaus Termansen have been exemplary leaders in the sales process. I have felt secure throughout and have been able to maintain my focus on running my business while the initial sales process was underway," says Jan Facius.

Advisors in Selling a business

He is pleasantly surprised by the interest from potential buyers that Business Brokers have been able to generate. This provided an advantageous starting point in the negotiation phase.

"The interaction with Business Broker the final negotiation phase was well-coordinated and constructive. There was good momentum between the parties," he adds.

Business broker negotiates directly with foreign buyer

Business broker Claus Bruun says about Business Brokers in the transaction:

"On behalf of b concept, we went to the market with a digitized, well-run and healthy company, which the valuation also reflected. We contacted professional players both in Denmark and abroad where a merger would be a mutually attractive model."

Following Jan Facius' wishes, Business Broker prepared Business Broker for the new ownership structure and advised on due diligence on both the sale of b conzept and Jan Facius' purchase of ownership shares in IDÉ House of Brands Danmark A/S. On behalf of b conzept, Business Broker negotiated Business Broker with the executive board of IDÉ Group in Norway.

"As part of IDÉ Group, Jan Facius and his employees will have optimal conditions for continued growth in a market where there are fewer and larger players who can meet increasing demands for flexible logistics, greater capacity and increased competitiveness," explains business broker Klaus Termansen.

Continued Jutland headquarters after merger in trading company

From now on, Jan Facius is CEO of all IDÉ Group activities in Denmark.

b concept and IDÉ House of Brands have a total of 32 dedicated employees with headquarters in Silkeborg and branches in Kolding, Aalborg and Copenhagen.

"I am pleased that my ambitions to consolidate have succeeded and that we are part of a strong context where we remain the market leader," says Jan Facius.

B CONZEPT ApS

IDÉ House of Brands A/S
acquired b conzept ApS

Task: Growth through fusion.

Solution: Broad sales process led to strategic merger between b conzept and the Norwegian group, IDÉ House of Brands.

Result: Merger with Scandinavian market leader secures seller a significant ownership share and doubling of Danish activities.

b conzept ApS is a major supplier of corporate gifts, promotional items and profile clothing. The company has invested heavily in digital business models.

Business Broker the seller.

Jan Facius highlights three things:

  • Business Brokers have been present and available throughout the entire sales process.
  • I have had two very professional advisors who have also supported me in the emotional aspects of a business deal
  • Business Broker professional facilitators – it is clear that they have experience from many other transactions.