Brita has announced its acquisition of Bay Area-based startup Larq, marking a pivotal moment for both companies as they aim to leverage their respective strengths to drive innovation and expand their market.
Larq, known for its innovative line of smart water bottles featuring built-in UV light technology, caught the attention of Brita GmbH, the German filtration company. Founded in 1966, Brita GmbH’s brand had been confined to international markets after selling its North/South American wing to Clorox in 1988. With this acquisition, Brita GmbH gains a strategic reentry point into the Americas under Larq’s existing brand.
Justin Wang, founder and CEO of Larq, highlighted the synergies between the two companies, stating, “They wanted to expand back into North America on their B2C side, and Larq provided a natural extension of that, geographically.” Larq’s innovative approach to water filtration, combined with Brita’s extensive retail expertise and global reach, positions the newly formed alliance for success in both online and offline markets.
While Larq’s retail footprint is currently modest, with products available in approximately 1,000 brick-and-mortar stores, Brita GmbH’s vast international presence provides a strong foundation for market expansion. With Larq leading online sales efforts and Brita’s expertise in retail distribution, the partnership promises to unlock new opportunities for growth and innovation.
Despite Brita U.S. (Clorox) remaining a dominant player in the American market, Larq’s unique technology and digital-first approach offer a compelling proposition for consumers seeking innovative hydration solutions. Wang emphasized the companies’ shared commitment to innovation, stating, “Both Larq and its new parent have the upper hand in terms of innovation.”
Looking ahead, Larq will continue to offer its current product portfolio while exploring opportunities to integrate Brita’s technology. This may include enhancing app connectivity and hydration tracking features, further enhancing the user experience and solidifying the brand’s position as a leader in smart hydration solutions.
Image credit: Larq
