Berlin, 19 October 2026 - Noerr has advised Whynow Limited on the acquisition of all shares in EMP Merchandising GmbH with a team led by Dr. Hans Radau, Dr. Laurenz Tholen and Dr. Anna Olbrys-Sobieszuk. The seller is Warner Music Group.

The transaction was economically, legally and fiscally complex, as the logistics property of EMP GmbH, all related assets and the entire logistics operations were simultaneously sold by way of an integrated carve-out to Bleckmann, the international fashion and lifestyle logistics specialist, with which long-term logistics service agreements were concluded.

The acquisition is an important step for Whynow in building a global platform that connects artists, brands and fans. With the acquisition, Europe's leading ecosystem for rock and metal fans, with more than 10 million customers, will be integrated into the fast-growing Whynow group. This strengthens the existing media, licensing and e-commerce businesses and at the same time opens up new opportunities for artists and rights holders to build stronger fan communities, deepen engagement and tap new revenue streams. The Whynow group was founded in 2019 by Gabriel Jagger, son of Rolling Stones singer Mick Jagger.

Advisor to Whynow Limited: Noerr

Lead: Dr. Hans Radau (Partner, M&A, Berlin), Dr. Laurenz Tholen (Partner, M&A, Frankfurt), Dr. Anna Olbrys-Sobieszuk (Associated Partner, M&A, Berlin)

M&A: Dr. Moritz Nikolaus Koch (Partner, Hamburg), Dr. Eckhart Schleifenbaum (Partner, München), Sebastian Voigt (Partner, Dresden), Eojin Lie (Senior Associate, Frankfurt), Asina Roth (Senior Associate, Berlin), Valentina Scheler (Senior Associate, Frankfurt), Lena Felden (Associate, Frankfurt), Tarik Khettal (Associate, Berlin), Janna Lakos (Associate, Frankfurt), Victoria Rosendahl (Associate, Hamburg)

Antitrust: Dr. Fabian Badtke (Partner, Frankfurt), Dr. Bastian Müller (Senior Associate, Brussels)

Banking & Finance: Dr. Alexander Schilling (Partner, Frankfurt), Dr. Nikolai Warneke (Partner, Frankfurt), Martina Buller (Associated Partner, Frankfurt), Katharina Trompler (Associate, Frankfurt)

Digital: Dr. Tom Billing (Partner, Berlin), Dr. Tobias Bosch (Partner, Berlin), Pascal Schumacher (Partner, Berlin), Dr. Mansur Pour Rafsendjani (Partner, München), Dr. Korbinian Hartl (Associated Partner, München), Dr. Marvin Bartels (Senior Associate, Berlin), Dr. Fernanda Bremenkamp (Senior Associate, Berlin), Lukas Schu (Senior Associate, Frankfurt), Thomas Sternberg (Associate, München), Dr. Paul Vogel (Senior Associate, München), Anja-Sophia Thalheim (Associate, München)

Employment & Pensions: Dr. Benjamin Jahn (Partner, München), Mercedes Hummel (Associate, Berlin), Matthias Laarmann (Associate, Berlin)

Real Estate Investment Group: Dr. Clemens Schönemann (Partner, Berlin), Linus Paul Kijewski (Associate, Berlin), Tim Lieder (Senior Associate, Berlin), Jacob Mudrich (Senior Associate, Berlin)

Regulatory, Government Affairs & Investment Controls: Dr. Carsten Bringmann (Associated Partner, Berlin), Ines Mittermeier (Senior Associate, Düsseldorf), Salomo Ortega Sawal (Senior Associate, Düsseldorf)

Tax: Dr. Carsten A. Heinz (Partner, München), Dr. Peter Scheuch (Associated Partner, Berlin), Dr. Tim Löper (Associated Partner, München), Christian Garz (Counsel, Berlin), Antonia Bach (Senior Associate, Frankfurt), Dr. Paul Gurr (Senior Associate, Berlin), Patrick Heinrich (Senior Associate, München), Thomas Renner (Senior Associate, Frankfurt), Ekaterina Zuev (Associate, Berlin)

This text was automatically translated from the German original.