hummel continues its ambitious growth strategy and acquires the Danish brands Newline and HALO
As of January 2020, hummel has acquired the activities of Performance Group Scandinavia A/S including the two established brands Newline and HALO
Allan Vad Nielsen, CEO, hummel A/S
hummel intensifies its efforts to reach a 2 billion DKK revenue in 2023
With the acquisition of the strong brands Newline and HALO, hummel is starting 2020 off strong. The new venture is a part of hummel’s ambitious growth strategy towards 2023 and will complement the company’s other initiatives, which in 2019 included the establishment of new subsidiaries in China, the US and India, as well as in the most important markets in Europe.
Strong in team sport and training. Now also a focus on running.
hummel has always been strong in team sport, especially handball and football. Most recently, the focus has been on designing equipment for the growing “training” segment – and with the two new brands in the family, hummel is now also ready to enter the attractive market for running equipment.
hummel CEO Allan Vad Nielsen states:
“We see Newline and HALO as two strong Danish brands with a clear DNA and strong roots in performance running and training. With this acquisition, hummel is taking an important strategic step to become a visible international player in the running and training market in the future, and we see it as a good complement to our existing product portfolio. We have a lot of respect for the work and the development the brand has undergone over the last several years and we look forward to further strengthening and developing Newline and HALO. With this acquisition, we will see a strong synergy between hummel and Newline and we look forward to offering our customers and partners a new and unique opportunity to buy into an expanded product portfolio”
Expects record turnover
hummel expects to deliver the largest revenue in the company's history in 2019 and together with Newline and HALO they will continue their ongoing digitalization and internationalization process. Newline and HALO will become an integral part of hummel's international subsidiaries and the head office in Aarhus.
The former owner Halberg Kapital in Svendborg are thrilled that hummel is to carry on Newline’s proud traditions
“Like the rest of the industry, we have had a lot of challenges in recent years. When we choose to leave the sportswear industry, it is to concentrate on our other business areas, where we have more succes in doing business. We are pleased that it is a Danish, wellknown and respected family-owned company such as hummel that is going to carry the baton forward. With hummel, Newline has gained an ambitious and strong owner who will build on the brand and the products.”, states Per Buch, Chairman, Halberg Kapital.
The Carite brand, which Performance Group acquired in 2016, is not included in the transaction. The parties have agreed not to disclose the purchase price.
8000 Aarhus C
Established in 1923, Danish sports brand hummel has a long history within the international sportswear industry. Headquartered in Aarhus, Denmark the hummel mission is to CHANGE THE WORLD THROUGH SPORT based on a unique Company Karma philosophy that strives to balance running a profitable business, while maintaining a high degree of social responsibility. Hummel designs, produces and markets high quality clothes and sports equipment, as well as fashion and leisure sportswear for both adults and children. hummel is privately owned and part of the Thornico Group.
It all started in 1981. Hanging in a parachute between sky and earth, the founder of Newline, Helge Petersen, started wondering why his suit was wet and the parachute still dry. Later, he used parachute fabric to make one of the first functional running suits ever. With a background from the Danish Special Forces, a focus on military precision, and many years as a runner, he created an innovative range of functional products with a focus on details and comfort. This is still the DNA of Newline.
HALO originates from Newline, founded in 1981 by Helge Petersen, a professional soldier in The Danish Special Forces. With great experience from parachuting and running, he developed a unique brand focusing on innovative, functional products with a high degree of details and comfort.