Mészáros Group strengthens with new baby store chain

By: Trademagazin Date: 2025. 12. 23. 10:50

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Following a successful agreement, Talentis Group Zrt., a subsidiary of Mészáros Group, signed a purchase agreement with the Slovenian ALFI Private Equity Fund and other small owners, according to which the market-leading baby-mother and children’s store chain in Slovenia, Croatia and North Macedonia, Baby Center, will be 100 percent owned by it through Alfi Kids d.o.o – the company announced in a statement sent to MTI on Tuesday.

As a result of the transaction, the group of companies will integrate a regionally significant player into its retail portfolio, alongside Brendon, acquired in 2024, which fits well with its long-term international growth goals in the baby-maternity and children’s retail and wholesale sector, they added.

Talentis Group’s strategy is to invest in companies that have long-term development potential and create value in both the local and international markets.

The main goal of this investment is to strengthen sustainable operations and regional presence, as well as joint optimization of the operational and logistical processes of Baby Center and Brendon Group, building strong partner and supplier relationships, and implementing IT and customer relationship management developments

– the Mészáros Group stated in its statement.

For the Baby Center Group, the transaction means joining an ownership structure that provides stable capital coverage and a predictable business and operating environment.

The transaction facilitates the implementation of further developments and investments, and creates an opportunity to serve customer needs faster and more efficiently.

By exploiting the synergies within the Mészáros Group, the Baby Center Group will be able to quickly adapt to market trends and innovations, as well as to continuously develop the product portfolio and operate more efficiently, thereby supporting the long-term growth and value creation of the group.

The announcement quoted Lőrinc Mészáros, owner of the Mészáros Group, as stating: “Our main goal is to ensure a smooth transition, during which we guarantee the usual high level of service for our customers and business partners. Our group already has such defining brands and retail chains as Brendon, so the acquisition will enable us to provide an even wider product range, even more efficient logistics and a higher level of service to the both in retail and wholesale. The Baby Center Group’s decades of market experience, strong brand value and stable wholesale network significantly strengthen our positions in the children’s products segment” – he said.

The Baby Center Group, which specializes in children’s and baby products, is made up of retail and wholesale business units, and a significant part of its sales revenue comes from private label products such as FreeON, as well as from the sale of other toys. Its store network includes a total of 90 stores, 52 in Slovenia, 36 in Croatia and 2 in North Macedonia, but online sales are also gaining an increasingly large share. It employs more than 700 people – the announcement reads.