Turkish Sunman Group acquires Romanian toy retailer Noriel

Polish Enterprise Fund VII sold its stake of 100% in Noriel Group, the top Romanian toys, games and baby products retailer to Sunman Group, Turkish market leader in the same field.

Enterprise Investors is a leading private equity firm in CEE, having invested EUR 2.2 billion in 151 companies across the region, and exited 136 companies with total gross proceeds of EUR 4.2 billion.

Noriel was Enterprise Investors seventh investment in Romania. EI acquired the comapny in 2016 and provided EUR 2 million in funding to boost its growth.

At the time, Noriel was a family-owned business, backed by Axxess Capital and operated a network of 47 shops. Today, it is the leading Romanian toys, games, and baby products retailer and operates 88 stores across the country.

Sunman Group, is the Turkish market leader in toys retail, distribution and manufacturing, operating under the Sunman and Toyzz Shop brands.

KPMG Romania’s Deal Advisory professionals advised Polish Enterprise Fund VII in this transaction.

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