Britax Römer takes over the pushchair brand Seed

Big news from Britax Römer just before Kind+Jugend. On 29 August, the pushchair manufacturer announced its takeover of the Seed brand. This is another takeover of the global company, following its acquisition of the pushchair and child car seat company, BRIO, in 2013. With Seed, Britax Römer further expands its portfolio in the premium pushchair sector. The takeover will take place on 1 September 2017, and will cover Seed’s entire product range.

In the German-speaking world, the pushchair brand Seed has become particularly well-known for its “Papilio” model and its Danish design. The Seed pushchair has a very low size when folded up, and can thus be stored in particularly compact car boots, such as those of a Mini, a Smart, or a Fiat 500.

With the takeover, Seed’s Papilio will be integrated into Britax Römer’s PREMIUM LINE product portfolio. In 2013, the company acquired BRIO’s pushchair and child car seat business. Since then, the company achieved two wins with the former BRIO products, BRITAX GO 2015 and the BRITAX GO BIG 2017, in the tests of consumer organisation, Stiftung Warentest.

Patrick Meininger, CEO of Seed Europe GmbH, sees the agreement as adding additional international growth opportunities: “There are natural synergies between the Seed and Britax Römer brands. This access to the global sales network of one of the market-leading companies offers great prospects for Seed products.” Prior to the takeover agreement with Britax Römer, Seed was majority-owned by financial investor Cipio Partners. The transaction is subject to the usual approval procedures of the supervisory authorities.

“Our pushchair segment has a long tradition and is an important business segment for Britax Römer. We are very pleased to be able to expand our PREMIUM LINE pushchair portfolio with Seed’s high-quality products,” explains Rainer Stäbler, Managing Director of Britax Römer Kindersicherheit GmbH. “In particular, the Seed Papilio fits perfectly with the design and quality for which the Britax Römer brand is known.”

Photos: Seed /Britax Römer


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