Baker McKenzie advised Groupe SEB, the world reference in small domestic equipment, on the acquisition of FORGE ADOUR, a company specializing in the manufacturing of enameled cast-iron planchas.
Groupe SEB, the world reference in small domestic equipment, has finalized the acquisition of FORGE ADOUR, headquartered in Bayonne in the Pyrénées-Atlantiques region of France. The French family-owned company specializes in the design, manufacture and marketing of planchas, accessories and outdoor kitchens for the consumer market.
FORGE ADOUR currently employs around 140 people. Mainly distributed in France, the iconic Basque brand has also gained a foothold in Spain, Germany, Switzerland and the Benelux region in recent years, opening up opportunities for business development.
The acquisition of FORGE ADOUR enables Groupe SEB to become a European leader in planchas, as well as to expand its range of outdoor products and access new distribution channels. FORGE ADOUR products will complement the stainless steel plancha offer of the Breton brand, KRAMPOUZ, which Groupe SEB acquired in 2019.
The Baker McKenzie team was led by Hugo Sanchez de la Espada, Partner in the Corporate/M&A practice group, and included:
- Corporate/M&A: Elise Favier (Counsel), Philippe Frieden (Associate)
- Competition & Distribution: Elodie Massin (Counsel), Olivia Chriqui-Guiot (Counsel), Marlène Bourguignon (Associate)
- Public Law/Environmental Law: Pauline Abbouche (Associate)
- Employment: Jérémie Paubel (Partner), Nella Picou (Associate)
- Real Estate: Fabrice Varandas (Counsel), Kelly Ruster (Associate)
- ITC: Magalie Dansac Le Clerc (Partner), Camille Larreur (Associate), Antoine Preux (Associate)
- Intellectual Property: Nathalie Marchand (Partner), Marie de Combles de Nayves (Associate).
Commenting on the transaction, Hugo Sanchez de la Espada, Partner in the Corporate/M&A department, said, "It was a pleasure to assist Groupe SEB with the acquisition of this iconic Basque brand, which is in line with the dynamic development and diversification of its activities. FORGE ADOUR continues its exceptional journey within Groupe SEB. This transaction once again demonstrates our multidisciplinary expertise and our in-depth knowledge of the industrial sector.”