Hogan Lovells advises Harry-Brot on acquisition of REWE subsidiary Glockenbrot
Under the lead of Hamburg partners Matthias Hirschmann (Corporate, M&A, PICTURED LEFT) and Dr. Marc Schweda (Antitrust Law, PICTURED RIGHT), Hogan Lovells has advised Harry-Brot on its expansion into southern Germany.
Harry-Brot is acquiring the large bakery in Bergkirchen from REWE subsidiary Glockenbrot and establishing a new large bakery in Erlensee. The project includes the formation of two joint ventures with REWE, which will serve as property companies for the large bakeries in Bergkirchen and Erlensee. The operational management of the large bakeries will be solely Harry-Brot’s responsibility.
As part of the transaction, REWE will withdraw from the production of bread and baked goods through its affiliated Glockenbrot bakery and will be supplied by Harry-Brot in the future. This transaction represents the first notable case of vertical disintegration in the food retail sector. The Federal Cartel Office approved the merger control aspects of the transaction on April 15, 2025.
Through this transaction, Harry-Brot strengthens its position as Germany’s leading supplier of bread and baked goods. The transaction allows Harry-Brot to expand its offerings in southern Germany and will lead to increased competition. Additionally, the transaction secures long-term supply of bread and baked goods from Harry-Brot’s production for the REWE Group.
Hogan Lovells advised Harry-Brot on all legal aspects of the transaction with a team made up of: Matthias Hirschmann (Partner), Yannic Venus (Senior Associate), Philip Genske (Associate) (all Corporate, M&A | Hamburg); Dr. Marc Schweda (Partner), Dr. Jan-Christoph Rudowicz (Counsel) (both Antitrust Law | Hamburg); Dr. Morten Petersenn (Partner | Intellectual Property | Hamburg); Lara Anita Luxenhofer (Counsel), André Lohde (Senior Associate) (both Real Estate Law | Hamburg); Dr. Tim Gero Joppich (Partner), Dr. Justus Frank (Counsel) (both Employment Law | Düsseldorf); Dr. Mathias Schönhaus (Partner | Tax Law | Berlin).
