Allegrini (Metrika) enters the hospitality e-commerce sector by acquiring the online platform hotelify.com and strengthens its cleaning products business with Cliners.

Allegrini (Metrika) enters hospitality e-commerce by acquiring Hotelify.com and strengthens its laundry detergents business with Cliners

Milan, September 22, 2022 – Allegrini Group (controlled by the Metrika Fund), a historic Italian company active in the chemical sector with a broad range of professional cleaning and hospitality cosmetics products, has completed two major acquisitions. These moves strengthen its position in the professional laundry detergent business and mark its official entry into the e-commerce sector for the online supply of amenities and accessories for the hospitality industry.

With the Hotelify transaction, Allegrini continues to balance its two business units, bringing the cosmetics division to account for 50% of the Group’s overall business.

As part of its strategic development plan outlined by its shareholders, Allegrini acquired Hotelify, a Bologna-based company and market leader in online sales of products—particularly cosmetics—for hotels, B&Bs, and all types of hospitality facilities. The acquisition provides Allegrini with a proprietary B2B online platform for the hospitality sector, already serving more than 20,000 customers in Italy and abroad.

In parallel, Allegrini completed the acquisition of Cliners, a company operating in the professional laundry channel. This enables the Group to access the segment directly, with the necessary technical expertise and commercial strength, aiming to achieve national leadership in this niche market. Additionally, by internalizing administration and production within Allegrini, significant industrial synergies are expected.

“With these two acquisitions, Allegrini accelerates its growth process in its historic markets. In industrial laundry, we are completing our range of products for very specific consumption targets; with Hotelify, the Group diversifies its go-to-market strategy with a proprietary platform dedicated to the hospitality sector,” said Maurizio Allegrini, CEO of Allegrini Group.

“The breadth of sectors covered by Allegrini allows us to meet the needs of increasingly diversified clients while maintaining a strong focus on innovation and sustainability,” he added.

Allegrini is today a leading chemical company producing professional detergents and hospitality cosmetics through the development and commercialization of environmentally friendly products. Since October 2020, the Group has been controlled by the Metrika Fund alongside historic shareholders Maurizio and Ottaviano Allegrini, who serve respectively as CEO and Managing Director of the cosmetics division. The company operates in 47 countries worldwide and employs a total of 140 people.

Regarding the Hotelify acquisition, Allegrini was advised by Riccardo Papetti, Laura Cinquini, and Alessandro Carbone of Advant NCTM for legal and contractual matters; by Alberto Russo, Alessandro Manias, and Stefano Gentile of Russo De Rosa Associati for tax matters; and by Andrea Longoni, Agnese Camertoni, and Francesco Brizzi of KPMG for accounting matters.

The Hotelify selling shareholders were advised by Federico Dettori and Matteo Canonico of Gianni & Origoni for contractual matters and by Carlo Stanzani for accounting aspects.

Regarding the Cliners acquisition, Allegrini was advised by Riccardo Papetti, Laura Cinquini, and Giovanni Garofalo of Advant NCTM for legal and contractual matters; by Alberto Russo, Alessandro Manias, and Alessia Boddi of Russo De Rosa Associati for tax matters; and by Andrea Longoni, Agnese Camertoni, and Francesco Brizzi of KPMG for accounting aspects.