Body and legwear specialist UNITED BRANDS GROUP implements buy-and-build strategy and expands European presence with acquisition of long-established Swedish company Wiges

European body and legwear specialist UNITED BRANDS GROUP has acquired 100 per cent of the shares in Swedish body and legwear specialist Wiges. With this strategic acquisition, UNITED BRANDS GROUP is expanding its market presence in Scandinavia while strengthening its expertise in the growing underwear segment. The transaction is a logical continuation of UNITED BRANDS GROUP’s buy & build strategy and opens up further attractive opportunities for profitable growth.

Just 12 months after the founding of UNITED BRANDS GROUP (as part of the acquisition of ONSKINERY), the group is resolutely pursuing its strategy of positioning itself as a leading European solution provider for body and legwear. Its profitable growth and sustained market success are based on three pillars: a targeted buy & build strategy, new brand partnerships and organic growth across all companies in the group.

Strategic expansion into attractive markets

For UNITED BRANDS GROUP, the acquisition of Wiges represents an important component of its international growth strategy. The acquisition opens up new, established markets in Scandinavia for the group and at the same time expands its product expertise in the strategic growth category of underwear. Founded in 1958 and based in Kinna, Sweden, Wiges AB is an established supplier of bodywear and legwear with a focus on the Scandinavian markets. In addition to its own brands, the company is also an established partner in the private label business. As a one-stop partner, the company handles all services from collection conception, design and development to production and logistics-related services.

“Wiges is an ideal addition to our portfolio and our expansion plans. With Wiges, we are establishing a direct presence in other regions of Europe – and doing so through direct market access provided by a team of experts with strong regional roots. The company not only brings in-depth market knowledge of the Scandinavian countries, but also outstanding expertise in the underwear segment and in sustainable yarns and products such as bamboo. These specialisations fit perfectly with our strategy of linking the various areas of expertise of our companies to create a unique service platform,” explains Andreas Jauslin, Group CEO of UNITED BRANDS GROUP.

A perfect strategic complement

Wiges was looking for a long-term succession solution and found the ideal partner for further development in the UNITED BRANDS GROUP. UBG’s proven corporate philosophy of maintaining local expertise while benefiting from group synergies convinced management and shareholders.

‘We have found the perfect partner for our future in the UNITED BRANDS GROUP. The group shares our values of quality, sustainability and customer focus. At the same time, the collaboration opens up completely new opportunities for us thanks to the combined expertise of the other companies in the group,’ says Martina Johansson, CEO of Wiges.

UNITED BRANDS GROUP continues on its growth path

With Wiges as the fifth company in the group, UNITED BRANDS GROUP is expanding its European presence and complementing its depth of specialisation. As a leading European solution provider for body and legwear, the group now combines even more expertise and covers the entire spectrum from private label and licensed brands to in-house production.

“This acquisition underscores the momentum and growth trajectory of UNITED BRANDS GROUP. Wiges brings precisely the market expertise and product specialisation that ideally complements our group strategy. We are particularly pleased about the reinforcement in the underwear sector and the direct market access in Scandinavia through an established team of experts,” comments Leopold Straub, partner at emdequity – main shareholder of UNITED BRANDS GROUP.

A strong common foundation

All companies in the UNITED BRANDS GROUP have a clear specialisation and an established service profile. They continuously invest in technologies, first-class processes and infrastructure, thereby offering considerable synergy potential. The companies have stable, diversified customer relationships in various segments, from discount to premium. Andreas Jauslin on further development: ‘Wiges is a company with similar core values and quality standards to those we live by. This creates an excellent basis for joint further development. We will not only learn from each other, but also tap into new market opportunities together.’

About UNITED BRANDS GROUP – www.u-b-g.com

The United Brands Group is a European legwear group that brings together five European body and legwear specialists. UBG includes ONSKINERY (Germany) and Wiges (Sweden), which specialise in licensed brands, private label specialists Wilox Strumpfwaren and Esda Strumpfwerke (both Germany), and Serbian fine hosiery manufacturer 8. Mart. Under the central value proposition ‘We Create Value’, UNITED BRANDS GROUP combines highly specialised services into a unique service portfolio from a single source and positions itself as a leading solution provider for body and legwear in Europe.

About emdequity – www.emdequity.de

emdequity is a mid-market holding company that focuses on acquiring companies with revenues ranging from EUR 10 million to EUR 100 million.

About Wiges – www.wiges.se

Wiges is a Swedish body and legwear specialist focusing on the Scandinavian markets. Founded in 1958 and based in Kinna, the company serves both private label and brand businesses and has established itself as an expert in sustainable bamboo products and underwear.