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Germany-based water filtration specialist, Brita, has announced its acquisition of Larq, an innovative hydration company based in North America. This strategic move marks a significant step for Brita, bolstering its consumer business presence in the lucrative North American market. Founded in the tech hub of the San Francisco Bay area, Larq has gained recognition for its line of sustainable hydration products, most notably the Larq Bottle PureVis, which features UV-C purification technology. The company's commitment to eco-consciousness aligns seamlessly with Brita's ethos, as both businesses strive to combat the environmental impact of single-use plastic bottles by providing premium alternatives. Larq's success story, rooted in its "digitally native" approach with a focus on direct-to-consumer (D2C) sales, has seen remarkable growth in recent years. Markus Hankammer, CEO of Brita, emphasised the strategic significance of the acquisition: "We see Larq as a perfect match for the further expansion in North America and the growth of our own ecommerce business as part of the global strategy: Shaping Sustainable Solutions. He added: "For us, it is key to preserve the entrepreneurial spirit and the strong growth dynamics. Therefore, Larq co-founder Justin Wang will continue to lead the company with their strong global team in the future." Despite becoming a subsidiary of Brita, Larq will maintain its autonomy as an independent legal entity operating under its own brand. The acquisition ensures continuity in Larq's mission to deliver sustainable hydration solutions worldwide. Larq, with its headquarters in California, US, is now poised to leverage Brita's resources for further expansion and innovation. As consumers increasingly prioritise sustainability and wellness, the union between Brita and Larq signifies a promising venture into the future of hydration solutions.