Brandon Acquired by Overture Promotions to Enhance Global Reach
GOTHENBURG, SWEDEN, September 3rd, 2024 — Brandon, a leading European provider of brand merchandise, is excited to announce its acquisition by Overture Promotions. This strategic partnership marks a significant milestone in Brandon’s journey, enhancing its ability to serve clients on a global scale while retaining its strong brand identity.
Founded in 1987 and specializing in brand merchandise since 2000, Brandon has built a reputation for creative, high-quality solutions tailored to meet customer needs. With a presence in Gothenburg and Shanghai, Brandon has long been a trusted partner for major global brands, including Volvo Cars, Hilti and PUMA. The company, with a team of 50 professionals, achieved a turnover of 225 million SEK in the past year and impressive profitability.
The acquisition by Overture Promotions, a leader in brand merchandise based in Chicago and owned by Westbridge Capital, presents an opportunity for Brandon to strengthen its market presence. Overture, with 240 employees and 2023 sales of $122 million, is known for its end-to-end in-house services, which give them control over cost, quality, turnaround time and accuracy. This extensive expertise will complement Brandon’s established strengths, driving innovation and expanding service capabilities.
Amanda Wyatt, CEO of Brandon, expressed her enthusiasm about the acquisition: “We are thrilled to join forces with Overture, an expert in the field with a strong US presence, supported by the financial backing of Westbridge Capital. This partnership aligns perfectly with our vision and values. As Overture’s first non-North American acquisition and the first addition to the Overture Marketing Group, it provides us with a significant opportunity to expand our global footprint. This acquisition not only enhances our ability to deliver greater value to our clients but also creates exciting new opportunities for our employees. This decision is a win for everyone involved—clients, employees, and the company as a whole.”
Under the new ownership, Brandon will continue to operate under its well-known name, with its dedicated management team and operational structure remaining unchanged. This continuity ensures that clients will experience the same level of service and commitment they have come to expect from Brandon.
Magnus Sandebert, CFO of Brandon and major shareholder, reflected on the journey: “After the management buyout in 2016, our primary focus was to build a great organization—a place where people love to work, with stable profitability and strong growth potential. From the outset, we always knew that we would eventually seek a financial exit. This opportunity with Overture is perfect for us. We’ve found an owner who not only benefits from our strengths but also offers us significant advantages in return. Importantly, they recognize how good we are at what we do and have no intention of changing us.”
JoAnn Gilley, CEO of Overture Promotions, highlighted the synergy between the two companies: “Brandon’s impressive track record, innovative approach, and strong infrastructure make them an ideal addition to our family. We are excited to collaborate with Amanda and her team to explore new opportunities and deliver enhanced solutions to our global customers.”
The acquisition is backed by Westbridge Capital, a Canadian private equity firm with a long-term focus on building stable, successful businesses. Together, Brandon and Overture will form the newly created Overture Marketing Group, which we plan to grow through strategic acquisitions and geographical expansion. This partnership not only merges our capabilities but also aligns our visions for advancing the industry, better serving our customers, and driving innovation. To learn more about Overture Marketing Group, visit www.overturemarketinggroup.com.
About Brandon Headquartered in Gothenburg, Sweden, Brandon is a European leader in brand merchandise. Specializing in custom product solutions, we are dedicated to delivering high-quality merchandise worldwide, with a focus on creativity, quality, and sustainability. Brandon’s comprehensive services include product design, development, sourcing, customized online stores, and global logistics. Brandon is proud to serve clients in over 120 countries, with more than 80% of our revenue coming from outside the Nordics. To learn more visit www.brandoncompany.com.
About Overture Promotions Overture is minority-owned, woman-led and a Top 25 US Distributor of brand merchandise. Overture’s full suite of in-house services includes domestic and international sourcing of brand merchandise, graphic design, web development, on-site screen printing and embroidery, 22 000 square metres of warehouse space, inventory management, kit assembly, packing, and global shipping. Overture creates, builds, hosts, and maintains customized webstores using its proprietary web development platform. To learn more, visit www.overturepromotions.com.
About Westbridge Capital Westbridge Capital is a well-reputed Canadian private equity firm with a history of long-term financial partnerships with solid and profitable businesses, prioritizing quality of management and stability of earnings. Westbridge takes a long-term view of its investment portfolio, with a funding model that never requires a sale to repay investors. The company’s optimal hold period is “forever.” To learn more, visit www.westbridgecapital.ca.
