P&G Partners with De'Longhi for Braun Brand

De'Longhi S.p.A. (De'Longhi) and The Procter & Gamble Company (P&G) have reached an agreement for the perpetual licensing of the Braun brand, owned by P&G, for use within the small kitchen appliance, ironing and selected household appliance categories.

 

In addition to a perpetual right to use the Braun brand and connected patents (in the above categories), the transaction includes the acquisition of certain production assets and the inventory related to the above categories. It is anticipated that certain P&G employees, predominantly located in Germany, will become De'Longhi employees upon the closing of the deal. Ownership of the Braun brand will remain with P&G.

 

"This is an excellent transaction for Braun and Procter & Gamble," says Dimitri Panayotopoulos, vice chairman of The Procter & Gamble Company. "De'Longhi has a strong track record in developing premium Household Small Appliances and is the perfect partner to accelerate growth of the Braun equity in these key categories. This will allow us to focus our in-house capabilities against driving and expanding our presence in the rapidly developing Beauty & Grooming appliance space."

 

The Braun business associated with the transaction has revenues of approximately 200 million Euro, mainly concentrated in European markets. Closing of the transaction is subject to approval from antitrust authorities.