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September 19, 2023

Deli Home strengthens leading role in home storage products by acquiring Allure

Two innovators in home improvement join forces for leading customized solutions

Deli Home, the leading Dutch manufacturer and distributor of high-quality wood products for the home improvement market, has reached an important milestone with the acquisition of Dutch made-to-measure cabinet manufacturer MR InterieurDesign BV (“Allure”, located in Ter Aar, the Netherlands.

With this strategic acquisition, Deli Home strengthens its competitive position in the high-end storage segment in the Netherlands and Belgium and adds a new dimension to its product portfolio with Allure’s range of products. In addition, Allure’s high-quality measuring and installation services further strengthens Deli Home’s service offering.

A wide range of made-to-measure sliding and folding doors, cabinet interiors and furniture will become available to customers looking for high-quality storage products following the strong synergy of craftsmanship and innovation between Deli Home and Allure.

Victor Aquina, CEO of Deli Home, comments, “Allure joining the Deli Home family is an important milestone in our growth strategy and increases Deli Home’s access to the home furnishing channel. Allure, with its strong reputation and brand, is known for its craftsmanship and expertise in storage solutions. Allure provides Deli Home access to the interesting home furnishing channel where we have had a limited presence to date. We are determined to work together with Allure and its talented team to build Allure’s position as a leading European specialist in home storage solutions products to contribute to our strategy to become Europe’s digital carpenter.”

Allure’s managing director, Sam Braan, added: “At Allure, we have always strived for innovation and excellence in customer satisfaction. This has resulted in strong growth. Partnering with Deli Home gives us the opportunity to accelerate our growth plans to continue our historic growth. In addition, we can present our high-quality made-to-measure cabinets and associated measuring and installation services to a wider audience. We are confident that we have found the right partner in Deli Home to achieve our joint growth goals.”

Following the acquisition of Allure, Sam Braan will take a leading role within the product category Storage of Deli Home as Category Lead.

MR InterieurDesign BV, trading as Allure Kasten op Maat, is known for its high-quality design and production of sliding and folding doors and cabinet interiors for the mid-to-high range segment. Allure has developed specific made-to-measure solutions for all areas of the home: from the living room to the attic and from the bedroom to the laundry room. The company stands out for its innovative strength, unique product portfolio and measuring and installation services. As a result, Allure has built up a loyal customer base, including home furnishing stores and DIY stores in the Netherlands and Belgium. The company has approximately 60 employees.

This transaction was supported by Ardian, a world-leading private investment house, which is the shareholder of Deli Home together with the management team.

Together, Deli Home and Allure are committed to setting the standard for high-quality storage solutions and exceeding customer expectations. The joint future promises innovation and craftsmanship.

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