Advisor on generational succession a brand company

Sterling is a strong brand in the Scandinavian market. The assortment ranges from glass cleaner to cleaning products. The core product is polishing products for silver and other metals, where BISTRO is used as an independent brand within the range of paste-based polishing products for metals.

The sale to Krefting opens new doors. There are prospects for a number of sales synergies.

"The acquisition of Sterling gives Krefting the opportunity to strengthen direct sales of cleaning and polishing products in the Norwegian market and at the same time market Krefting's drainage products in the markets where Sterling is present," explains business broker John Klindt.

Sold to Norwegian 3rd generation family business

Even though Sterling has been sold, the company will remain part of a family business. Krefting AS is a 3rd generation company run by Jacob Krefting, grandson of one of the founders, Carl P. Krefting.

This aspect is of great importance to the seller of Sterling, Hans Glavind Rasmussen:

"The future looks bright for Sterling. With the sale to Krefting, I have been assured that Sterling will be continued by a buyer who shares our values and that our skilled and loyal employees will also have their jobs tomorrow."

Krefting will receive additional resources and knowledge. Among other things, about selling directly to retailers, says the Sterling salesman.

Business brokers when selling a family business

Hans Glavind Rasmussen also emphasizes that Ulf and John as business brokers have understood what it means to sell a family business.

"Selling a business is a rollercoaster ride. Both emotionally and professionally. That's why I found it reassuring to have two professional advisors who were available around the clock and who handled the dialog with the buyer skillfully," says Hans Glavind Rasmussen.

Business broker Ulf Steiness emphasizes that Hans Glavind Rasmussen is handing over a well-oiled business to the Norwegian owners.

"Hans Glavind Rasmussen has been good at reading the market and thus managed to create a company where the product range has grown steadily with three strong roles in the market; brand owner, manufacturer and wholesaler. The company's agility towards customers and in-house flexibility have been attractive assets in the sales process."

Sterling is the brainchild of Georg Jensen

The Sterling brand can be linked to another strong Danish brand: Georg Jensen. Because it was due to Georg Jensen's challenges sourcing silver during World War II that the renowned silver manufacturer established Sterling Silver Plaster in 1941 to make a profit in a related business area.

It was Hans Glavind Rasmussen's father who was tasked with running the part of the business that he later took over the share capital of.

The company is now in Norwegian hands. Hans Glavind Rasmussen joins the company's Danish board of directors and will help ensure the transfer of the business for a six-month period.