CMS advised Overture Promotions Inc. on the acquisition of Brandon

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.

CMS Sweden team:

M&A: Per Dalemo, Erik Frykenholt (joint Project manager), Anton Bengtsson (joint Project manager) and Caroline Wensberg.

Employment law: Jörgen Larsson, Jacob Öryd and Axel Thorson.

Real Estate: Emil Åstradsson and Sandra Apelgren.

IP: Anton Graffman.

Paralegals: Anna Johansson and Caroline Törngren.

CMS Hong Kong team:

Kingsley Ong, Andrew Lam and Rowena Lee.

CMS Shanghai team:

Ulrike Glück and Kevin Wang.

CMS Italy:

Gian Marco Lettieri

Brandon is a European market leader specializing in full-service brand merchandise, retail support, and scale models. Established in 1987 and evolving into branded merchandise in 2000, Brandon excels in custom product creation, direct sourcing, and sustainability. With a team of 50 professionals and 2023 revenue of $22 million, the company distributes its high-quality, creative solutions to over 120 countries annually, solidifying its reputation as a premier provider of branded merchandise on a global scale.

Overture is a United States based company that is a top 25 distributor of branded merchandise, with 2023 sales of $122 million and a 2023 Silver EcoVadis rating. Overture’s hallmark is its end-to-end in-house services, including global sourcing and shipping, graphic design, webstore development, screen printing, embroidery, kitting, and pick pack, which give the company internal controls over cost, quality, turnaround time and accuracy.

Key contacts

Per Dalemo

Partner
Lawyer

Göteborg

T +46 31 771 21 38

Erik Frykenholt

Associate

Göteborg

T +46 31 771 21 68

Anton Bengtsson

Associate

Göteborg

T +46 31 771 21 12

CMS advised Overture Promotions Inc. on the acquisition of Brandon

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.

CMS Sweden team:

CMS Hong Kong team:

CMS Shanghai team:

CMS Italy:

Key contacts

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