Cebon Group acquires Dutch Brands Group – strengthens its strategic energy and security position in Europe

GOTHENBURG, NOVEMBER 26TH 2025

Gothenburg-based Cebon Group is taking a strategic step in its European expansion by acquiring Brands Group of the Netherlands. The move makes Cebon Group a billion-krona company in the energy and security industry, and strengthens the company’s offering and presence in several European markets.

“By welcoming Brands Group to the Cebon family, we are bolstering both our expertise and our offering, while preserving the family-like and entrepreneurial climate that both companies cherish,” says Stefan Rundéus, CEO of Cebon Group.

Cebon Group and Brands Group have been working together for over 30 years as partners and market developers for GP Batteries, one of the world’s biggest and most well-established players in battery technology.

“This is a strategic move that will make us stronger and more efficient, better enabling us to meet market needs and drive long-term growth. Our combination of operational strength, business acumen and innovation puts us in a strong position to begin the next phase of expansion and grow together,” says Pim Brands, CEO of Brands Group and newly appointed member of the Cebon Group Executive Management Team.

Three years ago, cooperation between the companies was deepened through the creation of a joint venture, which resulted in the launch of Aqiila, a brand in the field of outdoor electronics. Cebon Group’s acquisition of Brands Group is the next phase of development.

“We see great opportunities to create even more value for our customers by combining our resources and experience, as well as being able to offer a broader brand portfolio,” says Stefan Rundéus.

“This is about making something that’s greater than the sum of our parts. Together, we’re building a stronger, more innovative and customer-focused player that can meet market needs and drive development forward,” says Pim Brands.

The selling party is Pim Brands and the Dutch venture capital firm TransEquity Network and the purchase price consists partly of shares in Cebon Group and partly of cash.

For more information:

Stefan Rundéus
CEO, Cebon Group
stefan.rundeus@cebon.se

Pim Brands
CEO, Brands Group
pim.brands@brandsgroup.com

About Cebon Group

Cebon Group was founded in 1986 and is today a leading player in security and energy solutions, with a strong Nordic base and operations in several European countries. The Group represents several well-known brands in the battery, energy and fire safety sectors, including GP Batteries, Housegard, CGS and Sparq. Cebon Group is the distributor for GP Batteries in the Nordics, France and Italy. The company is still led by the same people who founded it and has over 140 employees, eight offices in Europe and net sales of approximately SEK 800 million. For more information: www.cebon.com

About Brands Group

Brands Group, founded in 1977, is based in the Netherlands and operates across Europe. The company has built up a strong portfolio of brands in energy and lighting solutions, and offers products that meet both consumer and business needs. Brands Group is the exclusive distributor for GP Batteries in Benelux, Germany, Austria and Switzerland, with net sales of approximately SEK 200 million. For more information: www.brandsgroup.com