Vivreau has announced an equal partnership with filtration experts Brita. The joint agreement is described as a "beneficial coming together of two significant brands, which will help each push into new markets and territories".
Stephen Charles Cohen, who will remain as managing director of Vivreau, said this is the right time to join forces with Brita, the only global filtration brand in the consumer market, in order to move faster towards Vivreau's long-term vision. "This exciting partnership represents a huge opportunity for both Vivreau and Brita. By leveraging each other's strengths we are in the perfect position to take both companies to the next level and to intensify our expansion plans even more rapidly.
"It is an amazing achievement for a company that started out as a family business in the late 1980s to be forming an alliance with one of the biggest brand names in the consumer market, and I could not be more excited about what the future holds for both companies."
Markus Hankammer, CEO of the Brita Group, is likewise delighted with the new partnership and excited by the opportunity of working closely with Vivreau. He said: "This new equal partnership is ideal from both Brita's and Vivreau's viewpoint. As family businesses we have similar corporate cultures and both regard our products as an ecologically meaningful alternative to bottled mineral water. Most importantly, our product ranges and target groups complement each other's and we believe that together we have a first-class offering for our global audience."
By Lisa Jenkins
E-mail your comments to Lisa Jenkins here.
Looking for a new job? Find your next job here with Catererandhotelkeeper.com jobs
Blogs on Catererandhotelkeeper.com
Catch up with more news and gossip on all Caterer's blogs
For the latest hospitality news, sign up for our E-newsletters