Oras Group to acquire Gustavsberg and Vatette business from Villeroy & Boch Group
Company strengthens position as leading provider of bathroom sanitary fittings in the Nordics.
Finnish sanitary fittings manufacturer Oras Group and German sanitary ceramics and taps manufacturer Villeroy & Boch Group announced today that they have come to an agreement regarding the acquisition of Villeroy & Boch Group´s Northern European Gustavsberg and Vatette businesses.
The deal includes both brands and all operations in Northern Europe including the production plant and warehouse in Sweden. Upon completion, the transaction will see 330 Gustavsberg and Vatette employees join Oras Group.
The acquisition represents an important strategic move for both companies. With the deal Oras Group strengthens its position as the leading supplier of bathroom sanitary fittings in Northern Europe and strategically expands into a complete bathroom supplier, with a portfolio ranging from bathroom furniture to faucets.
”This acquisition is truly an exciting step for us. Together with Gustavsberg and Vatette brands and their complementary offerings we will become the clear market leader in the Nordics”, states Kari Lehtinen, CEO Oras Group “Beyond portfolio expansion and business growth, the transaction is also about acquiring valuable expertise, particularly Gustavsberg’s strong consumer-driven approach. It’s an opportunity to learn from each other and leverage our respective networks making this acquisition a key part of our future growth journey.”
In 2024, Gustavsberg and Vatette branded net sales were 92.7 Million Euros, while Oras Group´s sales totalled 200.2 Million Euros.
Following the Ideal Standard acquisition in 2023, Villeroy & Boch aims to further simplify its operations and focus on its two global brands, Villeroy & Boch and Ideal Standard as part of the company´s strategy to grow its core categories sanitary ceramics, taps and showering solutions, as well as key channels and regions.
“This is an important step in achieving the Villeroy & Boch Group´s global growth plans. By simplifying our operations, we can fully focus our efforts on our two power brands Villeroy & Boch and Ideal Standard. At the same time, we stay committed to the Northern European markets”, comments Gabi Schupp, CEO Villeroy & Boch Group. Moving forward, Villeroy & Boch will continue to operate its Villeroy & Boch brand´s Bathroom & Wellness and Dining & Lifestyle business in the regions with a dedicated team.
The transaction is expected to be closed Q3/2025. The parties have agreed not to disclose the transaction value.
During the preparation of the transaction Villeroy & Boch has been consulted by ODDO and Baker McKenzie. Oras Group has been supported by Snellman Advokatbyrå AB and MCF Corporate Finance.
Oras Group:
Oras Group is a significant European provider of sanitary fittings. We are the market leader of the Nordics and strongly positioned in many other European regions. Our success is driven by delivering an excellent user experience through two strong brands, Oras and HANSA. The group’s parent company Oras Ltd. has its headquarters in Rauma, Finland, with additional offices across Europe. Our manufacturing sites are Olesno (Poland), and Rauma (Finland). Oras Group is owned by Oras Invest – a Finnish family business and industrial owner.
Villeroy & Boch:
The Villeroy & Boch Group is one of the global leaders in premium dining & lifestyle, as well as bathroom and wellness products. Founded in 1748 and headquartered in Mettlach, Germany, the company stands for innovation, design and quality. With its two main brands Villeroy & Boch and Ideal Standard, the Group has about 12,000 employees and is present in around 140 countries worldwide.
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