Bielenda Kosmetyki with the backing of Innova Capital will acquire the Soraya and Dermika from Norwegian consumer goods group Orkla.
WHO: Soraya is an acclaimed brand on the Polish market with facial and body care products in the mid-price segment. Dermika offers premium face care cosmetics, complemented by a range of body care products. Both brands also include sunscreen products, as well as products for men. Soraya and Dermika have great potential for further development and are highly valued by customers.
Orkla is a leading supplier of branded consumer goods and concept solutions to the consumer, out-of-home and bakery markets in the Nordics, Baltics and selected markets in Central Europe and India. Orkla is listed on the Oslo Stock Exchange and its headquarters is in Oslo. In 2019, the Group had a turnover of NOK 43.6 billion.
Bielenda Kosmetyki is a market leader in Poland. Since 1990, it has created products for face, body, and hair. Its portfolio also includes sun protection cosmetics, products for pregnant women, children, as well as series for men. From the outset, it has been faithful to the idea of searching for the most effective and skin-friendly combination of the highest-quality natural ingredients with the achievements of advanced biotechnology. Currently, Bielenda offers several hundred cosmetic products available to customers in Poland, Europe, and in other export markets on four continents.
WHY: The acquisition of two strong and recognizable brands in the Polish market, Soraya and Dermika will further Bielenda Kosmetyki’s position as the local leader.
IN THEIR OWN WORDS: “Cooperation with one of the most respected and fastest-growing Polish cosmetics companies – Bielenda Kosmetyki – in the takeover of the Soraya and Dermika brands is very satisfying for us. All of Bielenda Group’s brands have great prospects, and this transaction cements Bielenda’s position as one of the true leaders on the Polish cosmetic market” says Leszek Muzyczyszyn, Senior Partner at Innova Capital.
“We are convinced that the current acquisition will accelerate the growth of the value of the company. We are one of the strongest players on the Polish cosmetic market, and the current move will undoubtedly strengthen our position further, not only in terms of the scale of operations and market share, but also in terms of the group’s operational efficiency” comments Marek Bielenda, CEO of Bielenda Kosmetyki.
“Soraya and Dermika are well-known skin care brands and are recognized for their quality and innovation by Polish consumers. We’re glad that the business will continue to operate under the ownership of Bielenda, whose core business is beauty and skin care. This sale is a component of Orkla’s strategy of concentrating resources on priority growth areas,” says Atle Vidar Nagel Johansen, CEO of Orkla Care.
- Bielenda Kosmetyki with the backing of Innova Capital will acquire the Soraya and Dermika from Norwegian consumer goods group Orkla.
- The terms of the transaction have not been released.
- The consolidation creates a leading cosmetics group in the Polish market, well-diversified in terms of customer target groups, sales channels, and price segments.
- The transaction requires the regulatory approval of the Polish Office of Competition and Consumer Protection.
Photo: via Soraya