Wisconsin Manufacturing News

Brady Corp. acquires French company

Milwaukee-based Brady Corp. has acquired Securimed SAS, a direct marketer of first-aid supplies and related products located in Coudekerque, France.

Securimed, founded in 1986, is a leading European supplier and distributor of customized first-aid kits and supplies, and related health care products, including personal protection, disinfection and hygiene products, diagnosis materials and products for emergency response.

Securimed sells its products primarily through the Internet and via mail order catalogs to administrative and corporate health and safety departments predominantly in France. Securimed had sales of approximately $12 million in fiscal 2009.

"The acquisition of Securimed gives us an opportunity to further grow our direct marketing business in Europe and expand into the safety and first aid market, which has proven resilient to the economic downturn, and where Securimed has a strong brand," said Peter Sephton, president of Brady Europe. "With Securimed we can enhance the offer of workplace safety products through our Seton, Signals and Safetyshop brands in the rest of Europe, further strengthen our position in France, and have access to new customers in markets adjacent to safety identification."

"Joining Brady gives us the opportunity to further grow our business," said Securimed founder Andre Benard. "Their expertise in direct marketing through their Seton and Signals businesses, as well as their multi-channel sales approach, will add value for our customers."

Financial terms of the transaction were not disclosed.

Brady’s presence in France dates back to the late 1970s, when it opened a sales office and warehouse outside of Paris. Since 1997, Brady has acquired Signals, a direct marketing business based in La Rochelle, and four other companies dealing with labeling solutions, safety signage and name badges. Today, Brady employs about 315 people in France and operates facilities in Roncq, La Rochelle and Auch, and has sales offices in Paris and Lyon.


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