Bensussen Deutsch & Associates, LLC (PPAI 109381, D12) has sold PowerA, its gaming accessories brand, to ACCO Brands Corporation, a designer, marketer and manufacturer of branded academic, consumer and business products. Launched in 2009, PowerA identified a need in the marketplace for third-party gaming controllers, audio headsets and charging accessories with a focus on design, craftsmanship and player comfort.
“Time flies when you’re having fun and building a company that’s all about fun,” says Eric Bensussen, president and co-founder of PowerA and co-owner of BDA. “It’s incredibly rewarding to see the overwhelming love gamers have for our products, and the continued support of our retailer and licensor partners, including some of the largest gaming companies in the world. All of this is made possible by the PowerA crew’s passion, creativity and complete immersion into the expanding gaming universe. PowerA will be in good company as part of ACCO Brands, where it will maintain its pace of expansion as the gaming market continues its hypergrowth across all platforms, including mobile and cloud.”
PowerA currently has approximately 75 percent of its sales in the United States, with the remainder mainly in Europe. ACCO Brands notes that there are future opportunities to leverage product development and supply chain providers between PowerA and its Kensington brand, as well as expand PowerA’s presence and sales in EMEA and other international markets.
Boris Elisman, chairman, president and CEO of ACCO Brands, adds, “I am very excited about bringing PowerA into ACCO Brands. PowerA is a well-recognized and well-respected leader in gaming controllers, power solutions and other gaming accessories. The company has a multi-year track record of partnering with the largest firms in the console gaming industry. This acquisition represents a major step in our continuing strategy to transition ACCO Brands into a faster growing, consumer-focused company. Our Kensington computer accessories business has shown strong growth over the past few years. PowerA is a similar business to Kensington, but is in the console gaming accessories market. It will be a great fit.”
Terms of the deal are not being announced. The PowerA leadership team and employees will remain with the business and continue to operate out of its worldwide headquarters in Woodinville, Washington. Bensussen will continue to lead the PowerA team and will retain his role at BDA. PowerA’s management and employees will maintain responsibility for its sales, marketing and product development, while leveraging ACCO Brands’ shared services for general and administrative functions.
“From our earliest days together, Eric and I formed a partnership focused on understanding what consumers want and creating products that bring joy every day. Whether it’s an awesome gaming controller in a family room, a stadium filled with 70,000 fans wearing team merchandise or inspiring brand loyalty through the power of merchandise, we’ve had the honor of bringing millions of smiles to people around the world,” says Jay Deutsch, co-founder and CEO of BDA. “PowerA is a great example of where we saw an opportunity to take gaming accessories to a new level and grow an audience of passionate fans. Eric and the entire PowerA team have done an amazing job, and I know along with the terrific team at ACCO Brands, the best days of the PowerA brand are yet to come.”
