Munich, October 2nd 2018: The Serafin Group has successfully completed the acquisition of ‘Bama’, a leading player in the insoles and shoe care segments from the US-based consumer goods company ‘SC Johnson’. Bama sells its products under the brand names ‘Bama’ and ‘Woly’ in specialty shoe stores throughout Europe. The transaction marks the first success for Serafin’s London office that was set up in April 2018.
In the coming months, employees of the Serafin Group will assist the management to establish Bama as an independent mid-sized company. Thereafter, the strategic focus will be on expansion of its e-commerce channel and further product innovations such as the recent launch of its specialty shoe care assortment for sneakers. “Backed by our actively involved new shareholder Serafin, we seek to strengthen Bama’s market position in the shoe retail segment and focus on its unique brand identity”, says Mr. Benno Duetz, Managing Director of Bama.
As private, family-owned companies, neither SC Johnson nor Serafin Group disclose details regarding financial or business transactions.