Excel is a trading company that sells lifestyle products and handicrafts to stores and department stores as well as office, residential and interior design companies, primarily in Denmark, but also the rest of Scandinavia in both B2C and B2B market. The products are used in the kitchen, bathroom and the rest of the home and office. Excel also sells outdoor products.
The company was sold to a private investor who wanted to buy and operate a trading company that had a large portfolio of suppliers and a large product portfolio.
The buyer was found by conducting a structured sales process targeting many potential buyers, both industrial buyers but also wealthy business people who wanted to buy and run a business.