Two distributors, one European group
Brands Group distributes batteries and lighting solutions, with operations in the Benelux and DACH regions, among others. The company also develops and sells products under its own brands and jointly developed the consumer brand Aqiila with Cebon.
Headquartered in Gothenburg, Cebon Group is a European distributor of consumer and industrial batteries and safety products. The company operates across several European markets, serving both business and consumer customers.
Brands Group
Benelux and DACH regions
Key strengths
Consumer sales through retail and direct-to-consumer channels (B2C and D2C), as well as the development of proprietary brands.
Cebon Group
Gothenburg, operating across Europe
Key strengths
Business and industrial market segments, offering batteries and safety products to B2B and consumer customers.
Complementary expertise and market positions
Brands and Cebon have known each other for some time and already collaborate through Aqiila, among other initiatives. The combination brings together their expertise, product portfolios and commercial strengths within a broader European group.
By joining forces, the companies create an organisation with wider geographic reach, a broader product offering and complementary expertise across sales channels and market segments. This provides a strong foundation for expanding existing operations and pursuing new growth opportunities together.
- 01Wider geographic reach
- 02Broader product offering
- 03Expertise across more channels and segments
Following the transaction, TransEquity Network remains involved as a minority shareholder in Cebon Group, supporting the continued development of the combined business.
