Overture Promotions Inc., a top 25 distributor of branded merchandise in the United States, has acquired Brandon, a branded merchandise agency headquartered in Gothenburg, Sweden, with offices in Asia and North America.
The acquisition was backed by Overture’s owner, Westbridge Capital Ltd., a Canadian private equity firm with a long-term view of growing its portfolio companies. Together, Brandon and Overture Promotions form the newly created Overture Marketing Group.
CMS is proud to have advised Overture Promotions Inc. on this transaction. The deal was led by CMS Sweden Partner, Per Dalemo, with support from the extensive CMS global network. The transaction exemplifies our expertise in private equity transactions and underscores our ability to deliver seamlessly coordinated, cross-border legal work for our clients. Our teams across multiple jurisdictions, including Shanghai, Hong Kong, and Italy, worked in close collaboration to ensure the successful completion of this deal.
