Egmont Publishing in Sweden acquires Forma Publishing Group from ICA Gruppen. The acquisition makes Egmont Publishing the second largest publishing house in the Swedish market and strengthens their position within the family/women segment in particular.
The acquisition includes strong magazine brands such as Icakuriren, Hus & Hem, Hus & Hem Trädgård, Hälsa, Scandinavian Retro and Kryss & Knåp. The ”business to business” titles Market and Icanyheter are not part of the deal.
“This acquisition is part of our overall strategy aiming at being active and offensive in the consolidation taking place in the Swedish publishing market,” says CEO of Egmont Publishing in Sweden, Per Kjellander.
Through this acquisition Egmont strengthen their position and becomes the second largest publishing house in the Swedish market with annual revenues of more than 1 billion SEK.
“We already have very strong market positions within special interest magazines and within the target group children and youth. Our ambition is to become even stronger in the family and women segment which the acquisition of Forma Publishing Group will contribute to. We become stronger, bigger, more attractive to advertisers, we get a larger database of subscribers and last but not least we get many new and skilled employees from Forma,” says Per Kjellander.
In 2014 Egmont Tidskrifter was merged with Egmont Kids Media and changed name to Egmont Publishing. With the acquisition of Forma Publishing extend the target groups even more.
“On the consumer side Egmont and Forma is a perfect match. With the ongoing tough competition both the Egmont and the Forma Publishing brands are better equipped as one company,” says Maria Croon, CEO of Forma Publishing Group.