PPR’s Redcats to Sell Brands to Nordic Fund for $364 Million

PPR SA, the owner of Gucci, said one of Swedish buyout firm Nordic Capital’s funds agreed to buy two units of its Redcats home-shopping business, bringing proceeds from selling the division’s parts to more than $1 billion.

The sale of the Ellos and Jotex brans for an enterprise value of 275 million euros ($364 million) should be completed “in the coming months,” PPR said in a statement today. Rothschild acted as financial adviser and Vinge acted as legal adviser to PPR in the deal, the Paris-based company said.

The company agreed in November to sell its U.S. sports and leisure business to Northern Tool + Equipment for $215 million. In December, it agreed to sell its OneStopPlus large-size clothing business to two private-equity firms for $525 million. PPR is in talks to sell Redcats’s children’s and family division to a buyout firm for $156 million.

The value of the Jotex and Ellos transaction is in line with expectations, said Thomas Mesmin, an analyst at CA Cheuvreux in Paris. “Now, the real question is how much for La Redoute,” Redcats’s biggest business that PPR also plans to sell, he said by e-mail.

PPR will start the sales process for La Redoute in April, Chief Executive Officer Francois-Henri Pinault said in a Feb. 15 Bloomberg TV interview. Jotex sells homewares such as curtains and bedding online while Ellos also offers clothing and toys by mail order.

“The sale of Ellos and Jotex will mark a further step forward in the transformation of PPR into a global leader in apparel and accessories within the luxury and sport & lifestyle sectors,” PPR said in the statement.

PPR shares rose as much as 0.9 percent to 173 euros in Paris trading and were up 0.4 percent as of 11:49 a.m.

(Updates with comments by analyst in fifth paragraph.)
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