Orifarm is further strengthening its focus on pharmaceuticals by divesting 16 attractive and long-established vitamins, minerals and supplements (VMS) brands to STADA.
“The VMS portfolio holds strong brands trusted by consumers across Europe, but it sits outside Orifarm’s long-term strategic focus: pharmaceuticals. Divesting our VMS business allows us to focus on securing access to affordable medicine across Europe – our core capability and where we can make the biggest difference for our customers,” says Mads Fink Eriksen, CEO, Orifarm.
“Orifarm remains committed to the Consumer Healthcare category and our leading over-the-counter brands. We are confident that STADA is well positioned to realize the full potential of this VMS portfolio and welcome our talented colleagues.”
Orifarm is divesting the VMS portfolio in order to focus on pharmaceuticals through parallel traded medicine, niche generics, promotional prescription medicine, and over-the-counter medicine. The agreement with STADA supports Orifarm’s long-term strategic direction and focus on affordable medicine.
The divested brands, among many others, include: the market-leading[1] Nycoplus pharmacy VMS line in Norway; the market-leading[1] Apovit VMS range in Danish pharmacies; popular Magnecaps magnesium-based supplements in Belgium; and the broad Vitrum VMS brand in Poland.
“On top of our continued organic growth, the impressive Orifarm portfolio will further support our strong growth journey," stated STADA CEO Peter Goldschmidt. “STADA has built an industry platform which will make us a leading acquirer of additional companies in the future."
“We intend to invest further behind the strong heritage and consumer appeal of these leading brands, such as through adding innovative line extensions, to accelerate their current growth trajectory,” Goldschmidt expanded. “We will realise synergies with our existing Consumer Healthcare portfolios to the benefit of both consumers and pharmacists.”
The deal marks the first transaction conducted under STADA’s new majority ownership by private-equity investor CapVest.
The acquisition fits closely with STADA’s Consumer Healthcare strategy of focusing on local hero brands that hold leading positions in national or regional markets. STADA intends to increase the brands’ consumer appeal through all relevant retail channels, including online pharmacies. The transaction includes a small number of current Orifarm employees who will be welcomed and integrated into STADA’s international Consumer Healthcare team.
In the Nordics region, STADA is well positioned to drive growth of the acquired portfolio through dedicated focus and support. In Norway, the market-leading Nycoplus range of
more than 70 supplement presentations or stock-keeping units (SKUs) is complemented by
Nycodent oral-health mouth rinses, tablets and lozenges, as well as Nycopro digestive-health supplements. In Denmark, the broad range of 90+ Apovit vitamins, minerals and supplement products leads the market, and also generates sales in Finland, Estonia and Lithuania.
In Belgium, the Magnecaps magnesium-based supplements hold a top-three market position[2]. STADA’s Belgian consumer healthcare presence is also being bolstered by
acquiring Glucadol joint supplements, the Quatral immune-support line, and Mousitmug mosquito-protection sprays, sticks and solutions. Furthermore, STADA is adding
the PrunasinPhyto digestive syrup, Viacys hair and nails supplements, and Herbesan herbal teas to its pharmacy portfolio in Belgium.
The broad Vitrum hero range of supplements in Poland is complemented by the acquisition also of the Sanostol syrup multivitamin for adults and the Multi-Sanostol variant for children, plus the Arthron line of joint supplements. Sanostol products are also marketed in Austria, Bulgaria and Czechia, while STADA is also acquiring from Orifarm the Basunguent ointment-base cosmetic in Austria.
The transaction is subject to regulatory clearances and customary closing conditions.
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