Belgian private equity firm KeBeK Private Equity has acquired a majority stake in JANZEN, the fast-growing Dutch home and body lifestyle brand. The transaction marks the second investment of KeBeK’s latest fund, KeBeK IV, which is currently in fundraising with a target size of 75 million euros.
JANZEN’s founder Gertjan Schot and CEO Ivo van Ierland will remain shareholders and continue to lead the company alongside KeBeK. The partnership also includes &C Media and Dutch television personality Chantal Janzen, who will act as brand ambassador and shareholder, further strengthening the company’s visibility and creative direction.
Strengthening position in the Benelux and expanding in Germany
Founded in 2010 in Oisterwijk (near Tilburg), JANZEN has evolved from a local home fragrance label into a leading omnichannel lifestyle brand offering affordable luxury products across home and body care, distributed via over 1,000 specialized retailers, including Douglas, PourVous, DA, and Etos. The company also operates through e-commerce channels, corporate gifting, and a flagship store in Den Bosch.
JANZEN entered the Belgian market in 2021 and Germany in 2022, achieving double-digit growth in recent years under the leadership of van Ierland. The new partnership with KeBeK aims to accelerate this international expansion, with a focus on deepening retail partnerships and developing direct-to-consumer (D2C) channels.
Sustainable and innovative product offering
JANZEN’s portfolio spans over 220 SKUs across three categories – home, body, and gift sets – featuring 15 fragrance collections, including a dedicated For Men line launched in 2023. All products are microplastics-free, biodegradable, and not tested on animals, aligning with the company’s strong commitment to sustainability.
Shared vision for growth
According to KeBeK partners Gert Van Huffel, Floris Vansina, and Edouard Verhoustraeten, “We are very impressed by JANZEN’s growth trajectory and brand evolution in recent years. The company combines a strong identity with a complementary retail network and a loyal customer base. Together with Gertjan, Ivo, Chantal, and the dedicated JANZEN team, we look forward to further developing and expanding the business.”
CEO Ivo van Ierland commented: “We are proud and excited to join forces with KeBeK and Chantal Janzen. This partnership will enable us to accelerate growth through innovative product development, impactful marketing campaigns, and strengthened wholesale partnerships. Our goal is to reinforce our position in the Netherlands while building JANZEN’s brand presence in Belgium and Germany. Exciting times ahead!”
Deal advisors
On the sell side, Nielen Schuman acted as M&A advisor, with Vriman providing legal advice and Alvarez & Marsal serving as financial and tax advisor.
KeBeK Private Equity was advised by LDS Advisory (strategic), De Metz (legal), and BDO (financial and tax).
