Taurus Advisory advises Alvi for the second time: This time exclusively on the sale to Fond Of
Alvi has found a new owner in the form of the Cologne-based Fond Of GmbH. Taurus Advisory has once again provided exclusive consulting services to Alvi, following the successful execution of an M&A process in 2018.
The company ALVI GmbH, headquartered in Höxter, was founded in 1961 and has become one of the leading brands on the market for baby equipment with the development of the Baby-Mäxchen sleeping bag against sudden infant death syndrome. The Alvi range includes sleeping bags, mattresses, bed linen, accessories and much more from the baby accessories sector.
The insolvency of Alvi's Dutch parent company, combined with low birth rates, restrained consumer spending, and rising production costs in Poland, were the main reasons why Alvi recently ran into financial difficulties.
The brand will now be further developed under the umbrella of Fond Of. The acquisition is effective as of October 1, 2025, enabling Fond Of to enter the baby segment.
The portfolio of the Cologne-based company Fond Of, which generated sales of over 100 million euros in the 2024/25 financial year, currently includes the brands Affenzahn primarily for toddlers, ergobag for schoolchildren and satch for children from the 5th grade. With the acquisition, Fond Of has now tapped into the smallest age group: babies. "We have been looking at the baby segment for a long time. With Alvi, we now had a great opportunity", said Fond Of Managing Director Mathias Lievenbrück, adding: "We will integrate Alvi into our established platform. We have a strong team of designers and product developers who constantly think about how parents and their children tick. Within these professional structures, we can successfully enter the baby market with Alvi."
In close coordination with Alvi's management, the Taurus Advisory team (Volker Ruhl, Marc Zajonc, and Kyra Katriina Skoutajan) structured and accompanied the entire transaction process on the sell-side.
"As proof of our strong advisory services, we were once again able to support Alvi in its search for a new owner. For us, the name Alvi has always stood for premium baby products. We are delighted that this traditional brand can now look forward to a promising future with its strategic partner Fond Of. With its strong presence in specialist retail and online channels, as well as access to production facilities in Asia, Fond Of offers the ideal conditions for the profitable further development of Alvi. We wish the new owners and the Alvi team every success in this promising venture", said Volker Ruhl, Managing Partner at Taurus Advisory.
