Takeover part of glamping specialist’s global growth strategy
LuxeTenten, European market leader in the design and production of glamping tents and safari lodges, has acquired industry peer GlampingLodges. The takeover is part of the company’s ambition to become the global market leader in the branch.
GlampingLodges from Doetinchem is a subsidiary of the Sunshine Group, known for its iconic camping brands like Dorema, Alpenkreuzer and De Waard. Together with LuxeTenten, Glampinglodges is one of the Netherlands’ three largest producers of safari tents. “With this acquisition, we will create a solid position in our home market”, says Ivo van der Vlis, CEO and co-owner of LuxeTenten. “That fits in our strategy to supplement autonomous growth with strategic acquisitions around the world.”
With the purchase of GlampingLodges, LuxeTenten will not only increase its market share; the takeover will also result in a solid operational distribution. Moreover, part of the production can be contracted out to the Sunshine Group.
“We’re very pleased with this deal”, says Marcel Beekman, CEO of the Sunshine Group. “We’ll be entering into a great long-term partnership for the production of tents. That will allow us to concentrate more on our core business and three iconic brands. We also see it as a great step and challenge for the staff, who will all be employed by LuxeTenten as well.
The negotiations with LuxeTenten took place in an extremely positive and constructive atmosphere, which certainly accelerated the process. For us, that confirmed that the sale of GlampingLodges is a true win-win situation.”
Van der Vlis: “The glamping market is still fairly young, but with an annual growth of around 20-30 percent, it has a huge potential. We’re convinced that GlampingLodges will be able to develop best under the protective wing of LuxeTenten, and to utilise its enormous potential for growth. We have firm faith in the journey we will embark upon with all our employees and relations.”
