Villeroy & Boch divests from two of its brands - Villeroy & Boch discontinues partnership with two of its associated brands.
## Announcing Villeroy & Boch's Divestment of Gustavsberg and Våtette Brands in Northern Europe
In a strategic move to focus on its core business and global growth, renowned European ceramics and bathroom solutions manufacturer Villeroy & Boch has announced the sale of its Gustavsberg and Våtette brands, primarily operating in the Northern European market.
These brands, particularly Gustavsberg, have a rich heritage and strong market presence in countries like Sweden and neighbouring regions, with a significant reputation in sanitaryware and bathroom fixtures. The decision to divest these regional assets is part of a broader industry trend where companies concentrate on core markets or premium product lines and streamline operations to boost competitiveness and profitability.
The sale of Gustavsberg and Våtette marks a shift for Villeroy & Boch, as it aims to focus more intensely on its core brand and high-end product segments globally. This includes expanding in growth markets and reinforcing premium positioning under the Villeroy & Boch brand.
The new owners of the Gustavsberg and Våtette brands will be a partner or buyer specializing in the Northern European market. This move ensures continuity for customers and retains the local brand identity. Post-divestment, Villeroy & Boch will provide transitional support to ensure a smooth operational handover, maintaining supplier and customer networks to prevent disruptions in the Northern European market.
The acquisition is expected to be finalized in the third quarter of 2025, and upon completion, approximately 330 employees from Gustavsberg and Våtette will join Oras Group. The sale includes the Nordic operations of these brands to Finnish faucet manufacturer Oras Group, as well as the production facility and logistics center in Sweden.
Despite the divestment, Villeroy & Boch remains a significant player in the global market, with a presence in around 140 countries. The company's headquarters will remain in Mettlach, Germany, and its employee count will remain around 12,000. Villeroy & Boch's focus will now be on its two strong brands, Villeroy & Boch and Ideal Standard, following the acquisition of Ideal Standard in March 2024.
In 2024, Villeroy & Boch achieved record sales of approximately €1.42 billion, demonstrating the company's continued success and commitment to its core business. The announcement was made from Villeroy & Boch's headquarters in Mettlach, Germany.
The sale of Gustavsberg and Våtette brands allows Villeroy & Boch to streamline its business, focusing more on its core brand and global growth. For the Northern European brands, the future holds renewed focus and investment under new ownership, potentially enhancing local product offerings and customer engagement tailored to the regional market.
- The divestment of Gustavsberg and Våtette brands, primarily operating in the Northern European market, aligns with a broader industry trend focusing on core markets and premium product lines, such as the employment policies in the ceramics and finance sectors.
- The sale of these regional assets to a partner specializing in the Northern European market is not only strategic for Villeroy & Boch's global growth and profitability, but also for the businesses in the industry that prioritize local market presence and tailored employment policies.
