Following the acquisition of the Latvian home electronics company, AbeStock’s position in the Baltic market will be strengthened and the product range offered to customers will be expanded with the Stollar and Sage Appliances brands.

B.T.U. Company SIA is a Latvian home electronics company that represents international brands in the Baltic market and serves retail partners throughout the Baltic region.

The transaction expands AbeStock’s brand portfolio and complements the company’s current range, which includes Braun and Oral-B, among others. The broader brand portfolio will allow AbeStock to offer retail partners and consumers a greater choice in the small home appliances segment.

“The acquisition of a foreign company with a strong background is part of AbeStock’s growth strategy, which aims to strengthen the company’s position in the Baltic market and expand the portfolio of represented international brands. The transaction creates better prerequisites for developing new cooperation opportunities with both existing and future partners and supports the company’s further growth throughout the region,” said Margus Leiar, CEO of AbeStock.

Following the transaction, B.T.U. Company will continue to operate as a subsidiary of AbeStock, maintaining existing cooperation relationships with partners and brands. The companies aim to combine their competencies to develop sales and marketing activities, streamline supply chains and offer customers a more comprehensive service throughout the Baltics