New transaction: Sale of Tenson

Keystone Advisers acted as adviser to the seller

The shareholders of Unlimited Sports Group (USG), the leading sports, outdoor and lifestyle company in the Benelux, today announced the acquisition of the worldwide trademarks of the Swedish brand Tenson and have taken on board the Tenson International team & organization.

"We are delighted to announce the take over of the brand Tenson and the experienced and professional Tenson International team. Tenson is a fantastic brand with a rich heritage and strong distribution in Northern Europe and with excellent growth opportunities in- and outside Europe. Tenson empowers and complements our portfolio of brands in the Winter, Water and Outdoor segments and their respective lifestyles perfectly. The take over fits nicely with our ambitions to continue to grow in the branded sports, outdoor and lifestyle markets in Europe”, said Jos Gillebaard, shareholder and CEO of USG.

“We at Tenson are very happy with our new owner. The people behind Unlimited Sports Group will create the perfect home for Tenson.  Tenson will get a strong owner with a great position in, for Tenson, both in existing and new markets. There is a well defined ambition to continue the strong re- launch and expansion of Tenson as a top brand in sports and outdoor in Europe, and we will see great synergies when it comes to marketing, design and distribution in the future." explained Johan Lövqvist, CEO of Tenson International.

The deal reflects a unique acquisition after several new license contracts and retail acquisitions in the last few years.

With this transaction the worldwide trademarks are acquired and also all Tenson International staff will join the new set-up. The strategy is to build on this basis and use additional expertise to further develop the brand in- and outside Europe.