Panini, Birkenstock join iconic family-owned brands put on block

Sandals are displayed in the window of a Birkenstock store in Berlin, Germany, on Jan. 19, 2021. Foto: Bloomberg/Liesa Johannssen-Koppitz

Iconic family-controlled brands from Panini to Birkenstock are putting themselves on the block, as their wealthy owners look to capitalize on surging valuations for consumer companies.

Panini, maker of the popular soccer stickers collected and traded by fans around the world, is weighing a potential sale, according to people familiar with the matter. The Italian publishing house has drawn interest from suitors including buyout firms, the people said, asking not to be identified discussing confidential information...

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