Carlsquare acted as exclusive financial advisor to the shareholders of Buben & Mädchen GmbH (“BuM”) on its sale to Awardit AB (“Awardit”), a leading provider of loyalty and rewards platforms and portfolio company of Polaris Private Equity. This transaction underscores continued investor appetite in the B2B engagement and incentive tech sector.
Founded in 2011 by Holger Bub, Janet Zschieschang, and Oliver Polke, BuM is a leading German specialist for B2B incentive programs, customer loyalty and employee engagement solutions. BuM has built a powerful reputation in the loyalty space, delivering innovative and tailored solutions to major corporate clients.
Awardit is one of Europe’s leading providers of loyalty programs, incentive solutions, and gift card services. Headquartered in Stockholm, Sweden, Awardit supports businesses across multiple sectors with tools to engage customer loyalty, motivate employees, and drive sustainable growth.
With this acquisition, the company is strengthening its strategic position in the DACH region, alongside Awardit’s companies IPO Solutions, Prämie Direkt in Germany, and Connex in Austria reinforcing the vision of creating a leading European platform for loyalty and incentive services. This transaction underscores the ongoing consolidation trend and the strong potential for cross-border growth within the incentive program sector. The founding shareholders of BuM are expected to continue their active involvement post-closing, ensuring seamless continuity and preserving deep industry expertise.
“We are excited about the strong partnership with Awardit. It gives us the opportunity to expand our leading expertise in incentive and loyalty solutions across Europe and to bring our powerful platform technology into new markets. At the same time, we are strengthening and broadening our reward offering. Together with Awardit, we aim to become even better – for our clients, our partners, and our team.” – Holger J. Bub, CEO, Buben & Mädchen
Carlsquare acted as the exclusive financial advisor to Buben & Mädchen GmbH.
