Looking joyfully ahead to a joint future (f.t.l.): Tomas Olsson, Deputy CEO of Wackes; Nina Lauritzen, CEO of IDÉ House of Brands; Thomas Davidsson, CEO of Wackes; Lise Lauritzen, CPO of IDÉ, and Anders Ekvall, CEO of IDÉ Sweden.
NO/S – According to company accounts, after taking over the Swedish promotional products agency, Wackes, Borås, IDÉ House of Brands, based in Drøbak, Norway, has become the biggest distributor in the European promotional products industry. As announced at the beginning of October 2025, the Norwegian family business, IDÉ, signed a letter of intent to acquire Wackes and thus set an important milestone in the European industry.
With an existing presence in all Northern countries, the acquisition of Wackes will significantly strengthen IDÉ House of Brands‘ position in Sweden and create a solid foundation for their further expansion in Europe, according to the two companies. In addition to its headquarters in Borås, Wackes maintains subsidiaries in Gothenburg, Malmö, Stockholm, Helsinki, Oslo and Shanghai.
This acquisition is made with both heart and mind,” commented Lasse Lauritzen, CEO of IDÉ House of Brands. “Wackes is a company we have always held in high regard. We share similar ways of working and both companies place customer relationships at the core of everything we do. This merger will secure and safeguard the future for our customers, employees, and partners.”
“IDÉ House of Brands is the ideal partner for shaping the future of our company. Our major shareholders will continue to play an active role and reinvest in IDÉ House of Brands,” says Thomas Davidsson, CEO of Wackes.
The merger reflects the shared commitment to innovation, responsible procurement and the creation of added value for the customers and stakeholders in the entire region. It also underscores the companies’ shared ambition to lead the way in sustainability, product safety and secure supply chains.
The transaction is expected to be concluded in December 2025, subject to customary closing conditions.
