Aalten 13 February 2017 - The internationally operating Victoria PLC has acquired Avalon, the Dutch developer and supplier of high-quality artificial grass, thereby assuring Avalon's growth scenario for the long term. Victoria is the international designer, manufacturer and distributor of innovative floor solutions in a wide range of areas.

"We are delighted to be part of a large, ambitious enterprise like Victoria PLC", says executive director Marco Pleijsier. "This take-over provides us with major opportunities in the international marketplace, particularly in the UK. Victoria PLC will help to further support us in our growth strategy."

Own identity will remain unchanged
Avalon is a business-to-business manufacturer with more than twenty years of expertise, creativity, passion and reliable service in the field of lawn and landscape products. The company operates on the look-and-feel principle whereby artificial grass is produced not only for landscaping but also for sports grounds, encouraging optimal sporting performances.

Victoria does not intend to change the successful way in which Avalon has been doing business. "We consider it important to retain our own identity and way of doing business", confirms executive director Martijn Veldhuijsen. "Which means that little will change internally. Avalon will continually assure its strong identity and focus on service and the personal touch." Executive directors Martijn Veldhuijsen and Marco Pleijsier will remain responsible for the day-to-day management of the company.

The growing artificial grass market
The artificial grass market is is a very high growth - and high margin - segment of the flooring market. Total European demand for artificial grass was approximately 50 million square metres in 2015, with the market for domestic grass forecast to grow 15% year on year through to 2019 and landscaping forecast demand to grow 11% year on year through to 2019. Avalon is active in this market and will be able to meet this forecast growth with the aid of Victoria PLC.

Geoff Wilding, Chairman of Victoria PLC: "I am genuinely delighted to welcome Avalon Grass as part of Victoria Group. Avalon Grass is a very high quality operation and, with Martijn and Marco both remaining with the business, we are confident it will continue to grow by offering its customers innovative products and top service."

The take-over means that Victoria PLC now has 1800 employees, operating from 12 locations in the UK and Europe, and from 5 locations in Australia. Avalon will continue to operate independently, with all the advantages of being part of a greater whole.

Marktlink Fusies & Overnames has advised Avalon throughout the take-over process to Avalon's complete satisfaction.

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For more information, contact:
Marco Pleijsier: + 31 (0) 6 - 55801421
Martijn Veldhuijsen: + 31 (0) 6 - 55801422

Avalon B.V.
Dinxperlosestraatweg 52
7122 AH Aalten
The Netherlands
www.avalongrass.com