Hummel acquires Newline and HALO

As of January 2020, hummel has acquired the activities of Performance Group Scandinavia A/S, including the two established brands Newline and HALO.

Hummel acquires Newline and HALO

hummel intensifies its efforts to reach a 2 billion revenue in 2023

With the acquisition of the strong brands Newline and HALO, hummel is starting 2020 off strong. The new venture is a part of hummel’s ambitious growth strategy towards 2023 and will complement the company’s other initiatives, which in 2019 included the establishment of new subsidiaries in China, the US and India, as well as in the most important markets in Europe.

Strong in team sport and training - now also a focus on running

hummel has always been strong in team sport, especially handball and football. Most recently, the focus has been on designing equipment for the growing “training” segment – and with the two new brands in the family, hummel is now also ready to enter the attractive market for running equipment.

hummel CEO Allan Vad Nielsen states:

“We see Newline and HALO as two strong Danish brands with a clear DNA and strong roots in performance running and training. With this acquisition, hummel is taking an important strategic step to become a visible international player in the running and training market in the future, and we see it as a good complement to our existing product portfolio. We have a lot of respect for the work and the development the brand has undergone over the last several years and we look forward to further strengthening and developing Newline and HALO. With this acquisition, we will see a strong synergy between hummel and Newline and we look forward to offering our customers and partners a new and unique opportunity to buy into an expanded product portfolio”

Expects record turnover

hummel expects to deliver the largest revenue in the company's history in 2019 and together with Newline and HALO, they will continue their ongoing digitalisation and internationalisation process. Newline and HALO will become an integral part of hummel's international subsidiaries and the head office in Aarhus.


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