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Goodbaby acquires Cybex

The Chinese babycare products manufacturer has acquired the child safety and lifestyle brand established in Germany, Cybex, which marks the group's first acquisition after its listing in Hong Kong in 2010


On 27 January 2014, the company agreed to purchase the entire issued share capital of Columbus Holding which is principally engaged in the design and sale of juvenile products under the Cybex and CBX brands. The consideration for the acquisition is €70.7 million, to be settled in cash as to the amount of €38.5 million and by the issue of 100,000,000 new shares as to the amount of EUR32.2 million.

Goodbaby wants to expand its international's car safety seats business, and according to a statement, Cybex's expertise in this product category will further strengthen the firm's scale and influence in this area, as well as expand its product portfolio to include premium child safety car seats.

In addition, Goodbaby International and Cybex expect to reap mutual benefits through each other’s established distribution networks in their respective markets. The acquisition would allow the group to establish a direct distribution network and operations platform in continental Europe and the United Kingdom, creating another distribution channel to deliver Goodbaby International’s own products while enhancing the firm's brand image overseas and increasing its market share in overseas markets. Likewise, Cybex's global position will be largely enhanced through access to Goodbaby International’s world-class engineering, manufacturing capabilities and strong Asian distribution, especially in its home market, China.

Mr. Song Zhenghuan, Chairman and CEO of Goodbaby International, commented, “This is truly an exciting time for us. The strategic acquisition offers distinct opportunities for both companies. Not only will it extend our product portfolio into premium car safety seats and reinforce our footing in Europe, we believe we can leverage greatly on Cybex's unique and extensive experience in branding and marketing. We look forward to cooperating with this outstanding brand as we gain stronger international presence to support our future growth overseas.”

Established in Germany in 2005, Columbus Holding has presence across continental Europe, the United Kingdom and Hong Kong and utilizes a diversified multi-channel distribution network comprising brick-and-mortar retail stores and on-line retailers to distribute its products. As a global brand, Cybex aims to be recognized for its superior child safety features, cutting-edge design, comprehensive functionality and innovative technologies for products including car seats, strollers, and baby carriers.

Goodbaby International is committed to providing safe, innovative, fashionable, easy-to-use strollers and other durable juvenile products throughout the world. The firm explains that Cybex's marketing-driven and premium brand is complementary with Goodbaby International’s research- and product-driven model and is aligned with the group's strategy to reinforce its leadership status in the global juvenile products market.

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