Mistral, one of the most recognized watersports brands in the world, has been acquired by the Dutch brand equity investor NMG. The Haarlem-based investor will take over 100% of the shares and will take an active role in guiding Mistral in accelerating its international growth.
Currently, Mistral is active on four continents and in more than 10 countries, resulting in a profitable turnover including licensed sales of approximately 80 million euros in 2021. The brand’s workforce consists of around 60 people worldwide. Mistral’s collection varies from windsurfboards, surfboards, wingfoils and SUP boards to clothing, footwear and lifestyle products. The company reaps the benefits of increasingly popular product categories such as SUP boards and wingfoiling. More than 200,000 SUP boards were sold in Germany alone.
Ado Huisman says: “The success of recent years can be attributed to the strong brand that Mistral has been for decades. This powerful heritage allows us to be relevant instantly in relatively new categories. Of course, this offers many opportunities in a rapidly developing market like watersports. Because of our focus on branding, I selected a partner with a strong brand vision to add the next legendary chapter to the Mistral book. Evidently we did not act on this overnight, given the fact that the first talks with NMG took place years ago. ”
Mistral was founded in 1976 and stood at the cradle of the windsurfing sport with its own R&D team. At present, innovation, quality and design are still the most important core values which all Mistral products must meet.
Arnaud van der Vecht of NMG: “Mistral is no longer just the windsurfing brand it used to be. The brand is clearly still surfing a big wave, with windsurfing now being responsible for only part of the turnover. We respect Ado Huisman and his team for what they have achieved. Mistral has the stature, radiance and credibility to extend this success even further by building more own business under the Mistral brand. We are looking forward to a great adventure!”
The transaction between NMG and Mistral was supervised by Marktlink. Advisory for both parties was in the hands of Baker McKenzie (Mistral) and Vriman M&A Lawyers (NMG).
Since 1976, Mistral has been recognized worldwide as the innovative water sports brand. The collection varies from windsurfboards, surfboards, wingfoils and SUP boards to clothing, footwear and lifestyle products. The mix of maximum quality, design and the link to the heritage of the brand give each product the distinct and recognizable Mistral character.
Dutch investor NMG (‘Nederlands MerkGoed’) invests in brands that have an irresistible appeal to consumers. NMG invests and takes an active role in allowing these companies to grow in the long term. The Haarlem-based investment company has brands such as Mistral, Nomad, Stoov, Orangebag, BenBits, Passa Sports and Maison365 in its portfolio.
Though she’s only now coming into our sight here in Europe, Lena Guimarães Ribeiro is already a highly accomplished SUP rider and a big presence on the Brazilian stand up paddle circuit. In the wake of her convincing victory in challenging conditions at the 2017 SUP 11-City Tour in The Netherlands last weekend, Guimarães Ribeiro […]
Dutch rider James Van Drunen started SUP four years ago. At the time James was no sportsman, but he decided to make SUP a priority in his life and sought to become a SUP champion. Having made many sacrifices and invested in a lot of training, James makes the exclusive announcement to TotalSUP that he […]
A quelques heures du Air France Paddle Festival 2017, plus grande course de stand up paddle de Tahiti, TotalSUP est allé à la rencontre d’une des stars montantes du SUP Race Tahitien, Rete Ebb. Déjà champion de Va’a (pirogue polynésienne) mondialement reconnu et couronné, Rete Ebb a bien l’intention de réitérer les mêmes exploits… mais […]
Last year, we introduced James Van Drunen to the TotalSUP readers after spotting that he had just been one of the youngest riders to ever complete the SUP 11 City Tour in the Netherlands at only 16. Since then, James Van Drunen has become an unvoidable athlete on the Spanish racing scene – he lives in Spain – […]
Our friend, the professional photographer Marcela Antunes, known for her work with www.BarcefootBCN.com had the priviledge to meet Jonas Letieri a few weeks ago and ask him a few questions for TotalSUP. The talented brazilian SUP racer who lost both forearms at the age of 26 is a true force of nature and has a […]
Necessary cookies enable core functionality such as security, network management, and accessibility. You may disable these by changing your browser settings, but this may affect how the website functions.
3rd Party Cookies
We use a set of third party tools to provide information on how our users engage with our website so that we can improve the experience of the website for our users. For example, we collect information about which of our pages are most frequently visited, and by which types of users. Keeping this cookie enabled helps us to improve our website.
Please enable Strictly Necessary Cookies first so that we can save your preferences!