Sector: Consumer goods
Country: Denmark
Fund: EQT IV
Entry: May 2005
Exit: Feb 2013

EQT IV bought BTX Group in 2005. BTX Group consists of 5 individual clothing brands, all positioned in the mid-market “value for money” segment of the market, and the company employs about 150 people. During the past 15 years, BTX Group has moved from being a production company to being a wholesaler. BTX Group has 4,500 customers and the brands are marketed primarily in the Northern part of Europe and the fashion concepts aim at women +40.

In 2013, EQT IV sold BTX Group to Sun European Partners.

Key events during EQT’s ownership

  • Group name changed to BTX Group (previously Brandtex)
  • In-house production closed down
  • Restructuring of the brand portfolio through discontinuation of non-core and non-performing brands and through the acquisition of complementary brands to strengthen and complete the brand portfolio
  • Key domicile buildings divested in a sale and lease-back transaction
  • Significant cost reduction programs to counterbalance the financial crisis
  • Strengthening and integration of back office functions
  • New CEO, CFO and COO
  • Set-up of divisional structure, including physical relocation of brands to exploit synergy potential, reduce costs and boost sales
  • Acquisition of Norwegian agent