Global law firm Dentons advised Busell LLP on the corporate reorganization of its entire group and the sale of its "Niimo" business to Heroes. Niimo is a brand of pillows for pregnant and breastfeeding women, which is sold online. Heroes is a UK-based technology business active in the acquisition and growth of high-potential small and medium-sized consumer e-commerce brands. The deal represents Heroes’ first acquisition of an Italian brand and is part of the group's growth plan following its recent financing round of approximately US$200 million.

Dentons acted as legal advisor to Busell LLP with a multi-jurisdictional and multi-disciplinary team coordinated by Milan-based Corporate partner Pier Francesco Faggiano and senior associate Ferdinando Bonofiglio, assisted by partners Tim Constable and James Meakin and senior associate Christopher Winn in London, and trainee Matteo Defabiani in Milan. Tax partner Andrea Fiorelli and associate Alberto Bandini in Milan, and partner Namik Ramic in Luxembourg advised on the reorganization.

Heroes was represented in the deal by its General Counsel Al Zucker.

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