Hogan Lovells advises on the sale of all shares in fit GmbH

Press releases | 03 June 2025

Led by Frankfurt partner Dr. Matthias Jaletzke, global law firm Hogan Lovells has advised the sole shareholder of the Saxony-based fit GmbH, Dr. Wolfgang Groß, on the sale of all shares in fit GmbH to the Spanish BlueSun Group, a leading Spanish brand manufacturer of household products.

With annual sales of 377 million euros (2024), the long-established company fit is one of the most innovative and fastest-growing manufacturers of detergents, cleaning and personal care products in Germany. Since its foundation in 1993, fit has secured a firm place in the market with brands such as fit dishwashing liquid, Kuschelweich, Sunil, Rei, Gard and Fenjal.

Through the transaction, both companies will benefit from a more efficient use of production capacities as well as faster implementation of innovations.

Hogan Lovells provided comprehensive legal advice on the transaction. The advice covered all relevant corporate and transaction law issues, in particular in the context of contract negotiations and the legal structuring of the sales process.

Hogan Lovells team

Dr. Matthias Jaletzke, Dr. Jörg Herwig (Partners), Jennifer Rogalski, Konstantin Weber (Senior Associates), Alicia Bäuerle (Associate) (all Private Equity, Frankfurt);

Dr. Martin Sura (Partner), Philipp Reckers (Senior Associate) (both Antitrust, Dusseldorf).