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64-69 SAUNAS:SPN Master pages 13/9/08 00:38 Page 7
spnfeature
HELO AND TYLÖ DEAL
CREATES WORLD’S
NUMBER ONE SAUNA
MANUFACTURER
Two of the leading sauna owner that can continue
brands in the UK market Tylö developing the company.
and Helo are in the centre of AAC Capital Partners have
a deal which will combine through previous
two of the world’s leading commitments in this branch
sauna companies. good qualification to be such
AAC Capital has, through an owner.”
its portfolio company Helo Kicki Carlsson-Boyd at
Group Oy agreed to Dröm UK, the Byfleet, Surrey
acquire the Tylö Group from based distributors of the Tylö
the Janson family in Sweden. range said; “It’s clearly early
The acquisition involves days and we don’t know a lot
industry leading brands like about how this will affect us
Helo, Finnleo, Tylö and Kastor. – if at all. The purchasers
Tylö is best known in the have bought the goodwill for
UK through distributors the Tylö brand which has
Golden Coast and Dröm UK. always been synonymous with
Established in 1949 and the best in looks and design
based in Halmstad, Sweden, so one would think the brand
Tylö has world with sales would remain important.”
around €36m. The company She stressed that the Helo
develops, manufactures and business was more aimed at
markets a broad product the commercial end of the
range that includes sauna market. “Our business is at
heaters, steam bath the higher end of the
products, control units and residential market so we
sauna accessories. Tylö’s rarely come up against them
core markets are Sweden, in terms of comparing the
Russia, Norway and France brands. You would imagine
although the UK is a steadily there is clear room for the
growing market. two brands to continue to
Helo is based in Hanko, operate independently.“
Finland, with the core Tylöhashada25year
markets being Finland, USA, relationshipwithGolden
Germany and the UK. The CoastintheUK.
company has sales around Shaun Adams from Golden
€50m and has been owned Coast said: ”We were aware
by AAC Capital Partners. In of this move following our
the beginning of this year, visit to the factory in Sweden
Helo acquired Lumilaude OY. in June to see the next
Johnny Wärnelöv, generation of products. Tylö
Chairman of Helo said: “The is a strong brand that is well
industry benefits from the respected at the top end of
global wellness trend, where the market and Helo will
a growing number of people complement their range of
focus on looking after their products in other sectors.
bodies and health. We also The two brands will continue
see signficant growth to trade separately.
opportunities in the world “We are experiencing
market, which has huge substantial double-digit
untapped demand. We growth in Tylö sales this year
expect synergies in sourcing throughout the market, with
and administration, while the high levels of interest and a
distribution and brand names strong forward order book,
will continue to operate which gives us confidence
without major changes.” for the future. This
Per-Olof Eriksson, Chairman confidence is matched by
of the Board Tylö Group says: Tylö and the launch in Lyon
“Since the founder of the Tylö this November of their
Group retired, the owners innovative new product
have agreed to look for a new line,” said Shaun Adams.
OCTOBER 08 swimming pool news 69
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