The company specializing in brand valuation now has the German group as a shareholder, which, in addition to the country of origin, is already present in Austria, France, Switzerland and now Portugal
ConsumerChoice, a company that was born in 2012 and which carries out brand assessments, which owns Escolha do Consumidor, announced that it has just sold 50% of its capital to the German group CGG Consumer Guidance Group GmbH.
Thus, the company is now owned in partnership by the founder, José Borralho, through One Bcam Five SGPS, with the German group, one of the largest in that country in brand evaluation systems. In addition to Germany, the new shareholder is also present in Austria, Switzerland, France and now also in Portugal. The leadership will remain in Portuguese hands.
“We have had several international groups interested in acquiring ConsumerChoice over the last few years. There is a moment when we realize that together we are stronger than alone”, explains José Borralho, CEO of ConsumerChoice.
He also says that the new shareholder is a group that shares the same values and the same business vision, so after a few months of negotiation it was thus possible to close the deal.
ConsumerChoice evaluates 900+ brands annually across 100+ product categories and claims 45% market share «In order to implement our growth strategy, we are constantly monitoring various markets to identify companies dedicated to generating quality results as the basis of their recommendations for the consumer.
ConsumerChoice was a natural choice in the Iberian market, as they share our vision of continuous growth with a focus on high quality solutions» comments Felix Küsell, CEO of Consumer Guidance Group. ConsumerChoice evaluates more than 900 brands annually in more than 100 product categories and claims a 45% market share. In the context of this acquisition, it has already opened an office in Barcelona and will launch new projects, in addition to those it already had in Portugal, such as the Consumer Choice, the Professionals Choice and the Happy Awards.
The company, which is certified in quality systems, will invest in the area of sustainability, through the Sustainable Development Goals (SDGs) and in quality, as well as in the eventual export of the business to markets where CGG already operates and in other continents.