Axcel's control over fashion wear brand Noa Noa

21 Dec '06

2 min read

As part of a gradual succession process, the brothers Lars and Harald Holstein have sold 70% of their shares of the family enterprise Noa Noa to Axcel. Noa Noa is one of Denmark's strong international brands within fashion wear to women and children with revenue of more than DKK 600 million and profit before tax of DKK 160 million.

Axcel has acquired 70% of the shares of the Noa Noa Group. The remaining 30% are still owned by the founders of the enterprise, the brothers Lars and Harald Holstein. The Management of the enterprise and the organisation are continuing unchanged after Axcel's entry as the controlling shareholder.

The collections of Noa Noa are sold to fashionable women under the brand Noa Noa and to girls of 2-12 years of age under the brand Noa Noa miniature. Both brands are characterised by their feminine and bohemia-inspired style which, at fair prices, give the customers the opportunity of expressing themselves individually.

Noa Noa sells its products through a combination of wholesale and retail, and today the products can be bought in more than 110 Noa Noa shops of which 45 are Noa Noa's own. The remaining shops are operated under franchise terms. Noa Noa moreover sells through other 1,700 shops on a total of 18 different European markets.

From the beginning in 1981 Noa Noa has had significant success and during the past five years the enterprise has experienced an annual growth of 30%. Today, the most important markets are Scandinavia, the United Kingdom, Germany and the Benelux countries.

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