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Dentons Advises on Merger of Two Largest On-Line Retailers in Hungary

Dentons Advises on Merger of Two Largest On-Line Retailers in Hungary

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Dentons’ Budapest office has advised Hungarian online consumer electronics retailer Extreme Digital and its shareholders in connection with Extreme Digital's merger with eMAG Hungary  a member of South Africa's Naspers Group. Allen & Overy and DLA Piper reportedly advised eMAG on the deal.

Dentons describes the deal as "monumental for Hungary as it represents the merger of the number one and number two online retailer in Hungary, and together, they will form one of the largest players on the CEE e-commerce market."

Dentons previously represented Steinhoff International, a South African integrated discount retailer on its acquisition of a majority stake in Extreme Digital as reported by CEE Legal Matters on December 21, 2015.

The Budapest-based transaction team of Dentons was led by Partner Edward Keller with the support of Associates Reka Szaloky and Sean Huber, and Trainee Associate Marcell Kovari. Counsel Tunde Gonczol advised on the competition aspects of the deal.

Editor's Note: After this article was published, Allen & Overy confirmed that it advised eMAG Hungary on its shareholders' agreement and merger with Extreme Digital. The firm's team consisted of Amsterdam-based Partner Justin Steer and Associate Johnathan Leibbrandt and Budapest-based Counsel Balazs Sahin-Toth.

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