Cederroth acquires LdB brand from Hardford
The Malmo-based company Hardford AB, owned by Kent Widding Persson, entered into an agreement today to sell the LdB brand to Cederroth AB. The deal opens the door for further expansion of the brand internationally.
Hardford is active in the cosmetics, hair and body care sectors in the Swedish market. The company’s product portfolio contains a number of well-known brands such as Jane Hellen Mood, Naturelle, Vademecum, Salubrin etc., and until now also LdB.
Headquartered in Upplands Väsby, The Cederroth Group, like Hardford, is known for a lot of strong brands. For many Swedes, brands such as Salvequick, HTH, FamilyFresh, Bliw, L300, Grumme and Svinto are synonymous with quality in the hygiene, wound care, healthcare and household sectors. Today, Cederroth has a turnover of SEK 2 billion, approximately 900 employees and subsidiaries in seven countries, with Europe as its primary market.
“Hardford has owned and developed the LdB brand since 1998. During that period, turnover has grown from SEK 20 million to SEK 85 million and today it is one of the most well-known brands in its niche in the Swedish market, something we are very proud of,” said Widding Persson. “Now the plan is to further expand the brand, in particular internationally, hence the need for an owner with the necessary prerequisites in marketing, distribution, etc. The acquisition of the brand by Cederroth is therefore a natural step. They have every chance of succeeding in this endeavor.”
“At Cederroth, we continually review our portfolio of brands and have had our eye on LdB for some time, a brand that is a good fit with our strategy. As a result of the acquisition, we are now the leading supplier of skin and body care products in Sweden. We expect to further develop LdB in the coming years, primarily in the Nordic region, but also in other European markets, where we already have a strong presence,” said Leif Wahlgren, CEO, Cederroth.
Sponsoring of LdB FC Malmo to continue
Since 2007, the LdB brand has been the main sponsor of the LdB FC football club in Malmo. Earlier this year the team won the Swedish Championship, and will represent Sweden in the European cup next year.
“LdB has a long-term sponsorship agreement with the association. The current contract runs until 2013. The agreement means a lot both for the association and the brand, and naturally we will continue to work actively with the sponsorship throughout the contract period,” Wahlgren continued. “It is an interesting approach and we clearly share the values that LdB FC Malmo and LdB FC for Life stand for. We see it as a long-term commitment, which will hopefully develop further over the coming years.
Kent Widding Persson will remain in the association
Kent Widding Persson himself will remain on the board of LdB FC Malmo and will continue to be involved in the association’s future and the advancement of women’s football.
”I’ve basically lived with the club since we broke loose from Malmo FF in 2007. The fact that my company is now selling the LdB brand doesn’t change this. On the contrary, it will be incredibly exciting to be a part of the continued endeavor, as we set our sights on Europe,” said Widding Persson. “I also have a great interest in the World Village of Women Sports project, a concept that partly emerged from experiences from LdB FC Malmo, so you can say that I have a solid commitment to women’s sports. “
Management and players positive
A change of ownership for the LdB brand does not seem to have caused concern for the management or players of LdB FC Malmo.
“Kent has been a fantastic person to work with, and has meant a lot to me personally and for the association,” said Therese Sjögran, spokesperson for the LdB FC Malmo team. “And it feels reassuring that he will remain in the association, even if he has sold the LdB brand. Now getting Cederroth as a ‘sponsor’ also feels exciting going forward, particularly in view of the project LdB FC for Life and our network of ‘friends of’ clubs around the country.
Club director Niclas Carlnén agrees
“The existing sponsor agreement with LdB will continue. So for the club, the deal comes with a long-term perspective, that will be good to have as support in the coming seasons,” said Carlnén. “Cederroth is a large and established company, so we naturally hope to further develop the cooperation in the future.”
The LdB brand will become a part of the Cederroth AB company on December 1, 2010.
For more information contact:
• Kent Widding Persson, owner Hardford AB, +46 (0) 708-16 46 34
• Leif Wahlgren, CEO Cederroth, +46 (8) 590 964 27
• Niclas Carlnén, Director LdB FC Malmö, +46 (0)760-24 33 04