Sonae Overhauls Portfolio in 2025 with Bold Strategic Shifts
Sonae has announced major changes to its business portfolio in 2025. The company sold off its fashion brands while expanding in retail, telecommunications, and real estate. These moves come alongside a strategic acquisition in the ICT sector through its subsidiary NOS.
In May 2025, Sonae agreed to sell its fashion retail brands MO and Zippy. The deal, structured as a management buyout (MBO), involved the existing leadership team partnering with an investor. The transaction was finalised in July, marking the company's exit from the fashion sector.
Meanwhile, Sonae's other divisions saw significant growth. Retail operations expanded, with grocery sales rising by 10% and health & beauty revenue jumping 55%. This growth was driven by the integration of Druni and the opening of 42 new stores. In telecommunications, Sonae's iServices division increased its European footprint to 130 locations.
The real estate arm, Sierra, also grew in late 2025. Sonae acquired Unibail-Rodamco-Westfield's German division, the second-largest in the country, and sold its stake in Brazil's PDP. Additionally, it purchased Torre Oriente in Portugal. In January, NOS—part of Sonae's group—agreed to buy 100% of Claranet Portugal, aiming to boost its B2B ICT services.
CFO João Dolores is now presenting the company's full-year and Q4 2025 results, detailing these strategic shifts.
The sale of MO and Zippy has allowed Sonae to refocus on its core sectors. With expansions in retail, telecommunications, and real estate, the company has reshaped its portfolio. The acquisition of Claranet Portugal further strengthens its position in B2B ICT services.
