Houlihan Lokey Advises fit GmbH
Houlihan Lokey is pleased to announce that fit GmbH (fit), one of the fastest-growing independent brand holdings in Europe’s household and personal care sector, has been acquired by BlueSun, a Spain-based manufacturer of branded and private-label household care products, backed by PHI Industrial. The transaction closed on 30 May 2025.
Headquartered in Germany, fit is a well-established FMCG platform offering a portfolio of seven longstanding household and personal care brands known for delivering exceptional value at affordable prices. In 2024, over one in three households in Germany purchased a fit product – a testament to the brand’s widespread appeal, strong brand loyalty, and exceptional consumer recognition.
fit’s flagship brands, Kuschelweich and fit, hold the no. 2 positions in Germany’s fabric softener and hand dishwashing segments, respectively. Together with other brands like Mum, Gard, Fenjal, Sunil, and rei, fit group‘s brand portfolio is known for high efficacy and genuine value-for-money appeal. fit operates a state-of-the-art, highly automated production facility in Zittau, Germany, and is recognised as an innovation leader, setting new standards in product development through strong in-house R&D capabilities across multiple categories.
With a balanced multi-channel distribution strategy, fit’s products are sold in all major German retailers, and are widely available in drugstores, discounters, and a rapidly growing international export network spanning approximately 43,000 distribution points worldwide. fit has evolved into one of the fastest-growing independent brand platforms in Europe’s household and personal care sector, generating gross revenues of c. €377 million.
BlueSun, headquartered in Mataró, Spain, was founded in 2013 by PHI Industrial through the carve-out of operations from Henkel and Procter & Gamble. Since then, the company has grown rapidly—from €20 million in net revenue at inception to €300 million in 2024, driven by a strong portfolio of proprietary brands and robust capabilities in private label and contract manufacturing.
BlueSun’s expansion has been fuelled by a combination of organic growth and strategic acquisitions. Notably, in March 2024, BlueSun acquired the U.K.-based Daz brand from Procter & Gamble, further strengthening its international footprint.
The acquisition of fit represents a significant milestone in BlueSun’s growth journey. fit’s market leadership in Germany and its expanding international presence are highly complementary to BlueSun’s strong positions across Iberia, the U.K., Belgium, and the Nordics. Together, the combined platform is poised to accelerate growth, enhance operational capabilities, and deliver increased value to consumers across Europe and beyond.
Houlihan Lokey acted as the exclusive financial advisor to the private shareholder of fit.
This deal represents another successful transaction for Houlihan Lokey in the household, beauty, and personal care sector.
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