Düsseldorf– McDermott Will & Emery advised German KRÜGER Group on the restructuring of its international distribution system.
KRÜGER is increasingly focusing on a vertical integration of international sales, which up to now has been carried out via sales representatives in many important foreign markets. As a first step, KRÜGER has now acquired the former commercial agent Fairway (G.B.) Ltd. and its UK business. The acquisition of further business from commercial agents is in preparation.
The insourcing of sales is linked in particular to the expansion of the KRÜGER brand portfolio. This year KRÜGER acquired the brand « MaxiNutrition » and « MaxiMuscle » from GlaxoSmithKline, which also gave top priority to the restructuring of the UK distribution system. The Fairway (G.B.) Ltd. Transaction, only recently closed by ways of a share deal, covers all of KRÜGER’s activities in the instant beverages, confectionery and chocolate sector in the UK and relates to a sales volume of approximately €100 million per year.
KRÜGER, headquartered near Cologne, Germany, is a producer of food, nutrition products, instant beverages and coffee capsule systems with an annual turnover of more than €1.8 billion. The KRÜGER Group is active in Europe, the US and Australia.
McDermott advised KRÜGER on corporate and contract law, distribution, employment, tax and antitrust issues. McDermott regularly represents KRÜGER on cross-border matters.
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