{"id":119308,"date":"2025-05-23T15:09:14","date_gmt":"2025-05-23T13:09:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=119308"},"modified":"2025-05-23T16:37:28","modified_gmt":"2025-05-23T14:37:28","slug":"planet-b-en-brauzz-slaan-handen-ineen-van-inbraak-naar-fusie","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/planet-b-en-brauzz-slaan-handen-ineen-van-inbraak-naar-fusie\/","title":{"rendered":"Planet B en Brauzz slaan handen ineen: van &#8220;inbraak&#8221; naar fusie"},"content":{"rendered":"\n<p>Start-ups <strong>Brauzz<\/strong> en <strong>Planet B<\/strong> (producent van Wondr en Klaaar) gaan samen verder: de grotere schaal moet Europese expansie mogelijk maken. Het nieuws werd voorafgegaan door een &#8211; niet door iedereen gesmaakte &#8211; <em>fake<\/em> ruzie op sociale media.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;People love drama&#8221;<\/h2>\n\n\n\n<p>Het zat er deze week bovenarms op tussen de Gentse start-ups Brauzz en Planet&nbsp;B. Beide concurrenten maken plasticvrije verzorgings- en huishoudproducten, wat hen onvermijdelijk in elkaars vaarwater bracht. Afgelopen week liep de animositeit tussen de merken zogenaamd danig uit de hand, toen een stagiaire bij Brauzz een &#8220;spion&#8221; bleek te zijn van Planet&nbsp;B. Op een nacht verscheen zo een <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7330627007770148866\/\" target=\"_blank\">grote vlag met het hoofd van Tibbe Verschaffel<\/a> (stichter van Planet&nbsp;B) midden in de Brauzz-kantoren.<\/p>\n\n\n\n<p>De verontwaardiging op sociale media was groot \u2013 net zoals beide bedrijven hadden gehoopt. Waar ze op rekenden, gebeurde: ze kregen heel wat reacties dat de startups elkaar niet zouden moeten bekampen, maar net samen horen te strijden voor een milieuvriendelijkere categorie. \u201cOns ultieme doel? De <a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7331603987391025152\/\" target=\"_blank\">boodschap laten vertellen door de mensen<\/a> zelf\u201d, legt Verschaffel de campagne uit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Europese ambities<\/h2>\n\n\n\n<p>Beide start-ups gaan voortaan samen verder: alle medewerkers van Brauzz kunnen verder bij Planet&nbsp;B en de aandelen van Brauzz worden omgezet in aandelen van Planet&nbsp;B. Samen zijn de beide bedrijven nu goed voor 35&nbsp;medewerkers en tien miljoen euro omzet, waarvan Brauzz ongeveer&nbsp;40% levert. Naar eigen zeggen wordt Planet&nbsp;B nu de grootste duurzame FMCG-producent in de Benelux, met ambities om een dominante speler te worden op Europese schaal. Daarom lanceert het fusiebedrijf dit jaar nog een crowdfunding om een miljoen euro op te halen.<\/p>\n\n\n\n<p>Toch zet de communicatie over de overname bij sommigen kwaad bloed. Dergelijke grappen en leugens (zelfs om bestwil) horen niet, zeker niet op professionele en \u201cernstige\u201d sociale media als LinkedIn, vinden ze. Verschaffel wilde de boodschap echter \u201cniet op een saaie, corporate manier, maar via een klein beetje drama\u201d verspreiden: \u201cPeople love drama. En ja hoor, dat klopt.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Start-ups Brauzz en Planet B (producent van Wondr en Klaaar) gaan samen verder: de grotere schaal moet Europese expansie mogelijk maken. Het nieuws werd voorafgegaan door een \u2013 niet door iedereen gesmaakte \u2013 fake ruzie op sociale media.<\/p>\n","protected":false},"author":5,"featured_media":96147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[43],"company":[1439],"topic":[281],"region":[185],"class_list":["post-119308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging","extra-plus","company-planet-b","topic-overname","region-oost-vlaanderen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Planet B en Brauzz slaan handen ineen: van &quot;inbraak&quot; naar fusie - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De rivaliteit tussen Brauzz en Planet B, producent van Wondr en Klaaar, bereikte deze week een kookpunt. 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