Mutares to acquire Prenatal stores in the Netherlands from PRG Retail Group

Mutares to acquire Prenatal stores in the Netherlands

Mutares has signed an agreement to buy the Prenatal stores and e-commerce activities in the Netherlands from the PRG Retail Group. Prenatal is a leading retailer of maternity, baby and infant products, with 38 point of sales and a strong online presence.

The deal is subject to approval from the competition authority and is expected to close in Q4 2023.


Mutares will also enter into an exclusive licence agreement to use and promote the Prenatal brand and its portfolio brands in the Netherlands. Prenatal has a high brand awareness and a loyal customer base, offering a wide range of products and brands for the 0–4-year age group.

Mark Friedrich, CFO of Mutares, commented: “With the acquisition of Prenatal in the Netherlands, we are further strengthening our Retail & Food segment. I am confident that, with the backing of the Mutares team, Prenatal can further leverage its potential for future growth.”


Richard Turk, CEO of Prenatal Netherlands, added: “Thanks to significant cost reductions and efficiency improvements, we are now better equipped to meet the challenging market conditions of today and tomorrow and have created the starting point for further, future growth. I am very happy with our new owner Mutares, together with whom we will certainly succeed in realizing our strategic, commercial, and operational ambitions.


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