Wednesbury-based clothing company BTC Activewear has been acquired by New Wave Group AB, in a £33m deal.
Turning over £53m last year, BTC Activewear is one of the UK’s largest multi-brand distributors to the promotional apparel, corporate wear, workwear, teamwear, schoolwear, and both high-street and online retail markets.
The firm has been purchased by Swedish New Wave Group AB, which designs, acquires and develops brands and products for the corporate promotions, sports, gift and interior design sectors.
This will establish its presence in the UK through BTC Activewear’s broad customer base.
The team advising New Wave Group was from Squire Patton Boggs, led by corporate partner Geoff Perry, and included associates Indy Bening and Leyla Parvizi.
Perry said: “We are pleased to support New Wave Group on this acquisition, which will help further its aim to become Europe’s leading sports wholesaler and supplier of corporate clothing.
“The Group will benefit from BTC Activewear’s strong presence in the UK, whilst also expanding its product range and gaining access to new customers.”
