Awardit Acquires Buben & Mädchen in Strategic Expansion

Deal News | Aug 07, 2025 | Polaris Flexible Capital

Awardit AB, a prominent Swedish loyalty solutions provider, has announced the acquisition of Buben & Mädchen GmbH, a leading German firm specializing in B2B incentive programs, customer loyalty, and employee engagement solutions. This acquisition represents a significant step in Awardit's strategy to expand across Europe, bolstered by the unique capabilities and market insights brought by the German team. This deal also marks the first acquisition for Awardit since Polaris Flexible Capital became the majority owner and Sören Gaardboe took the helm as Group CEO. The completion of this acquisition is contingent upon clearance under applicable antitrust laws.

Sectors

Loyalty Solutions
Private Equity

Geography

Sweden – Awardit AB, the acquiring company, is based in Sweden.
Germany – Buben & Mädchen GmbH, the target company, is based in Germany.

Industry

Loyalty Solutions – The acquisition involves companies within the loyalty and incentive solutions industry, providing programs designed to enhance B2B relationships and customer engagement.
Private Equity – Polaris Flexible Capital's involvement as a majority owner showcases activity within the private equity sector facilitating expansion and acquisitions.

Financials

Participants

Name	Role	Type	Description
Awardit AB	Acquiring Company	Company	A Swedish loyalty solutions provider expanding its footprint in Europe.
Buben & Mädchen GmbH	Target Company	Company	A German leader in B2B incentive programs, customer loyalty solutions, and employee engagement solutions.
Polaris Flexible Capital	Majority Owner of Awardit	Company	A private equity firm supporting Awardit's expansion strategy.
Sören Gaardboe	Group CEO of Awardit	Person	Recently appointed CEO leading Awardit's strategic acquisitions.
Simon Damkjær Wille	Partner at Polaris	Person	Contact person for further information regarding the acquisition.