Villeroy & Boch to sell its Gustavsberg and Vatette brands to Finnish fittings manufacturer Oras Group

Company makes strategic move to streamline its brand portfolio and optimise its operations

Villeroy & Boch Group and Finnish sanitary fittings manufacturer Oras Group announced today that they have reached an agreement on the acquisition of Villeroy & Boch Group’s Northern European Gustavsberg and Vatette businesses.

The deal includes both brands and all operations in Northern Europe related to them 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 a leading supplier of 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 can build a true 'one-stop shop' and create value for all our customers”, 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-centric approach. It’s an opportunity to learn from each other and leverage our respective networks making this acquisition a key driver of our future growth.” In 2024, Gustavsberg and Vatette branded net sales were 93 million Euros, while Oras Group’s sales totalled 200 million Euros.

The sale marks a further step in streamlining Villeroy & Boch Group’s operations and sharpening its focus on its two global brands, Villeroy & Boch and Ideal Standard, as part of the company’s strategy to drive growth in its core categories – sanitary ceramics, fittings, and showering solutions – as well as in key regions and distribution channels.

“This is an important step in implementing 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 while maintaining our presence in the Northern European markets”, comments Gabi Schupp, CEO Villeroy & Boch AG. Moving forward, Villeroy & Boch will continue to operate its Bathroom & Wellness and Dining & Lifestyle business in the regions with a dedicated team.

The transaction is expected to be closed during the third quarter of 2025. The parties have agreed not to disclose the transaction value. During the preparation of the transaction, Villeroy & Boch was advised by ODDO BHF as M&A advisor and Baker McKenzie as legal counsel. Oras Group was advised by MCF Corporate Finance as M&A advisor and Snellman Advokatbyrå as legal counsel.