The brands OFYR, The Bastard, Grill Guru and Grizzly Grill will continue together
OFYR, manufacturer of high-end cooking appliances, and 200° Fahrenheit, producer of ceramic barbecues (kamados) will team up to form one company, together with investment partner Mentha. The merger creates one of Europe’s largest independent players in the field of outdoor cooking and barbecues. This new combination is strongly represented in Europe and operates in over 40 countries worldwide.
The ambitious management of OFYR and 200° Fahrenheit is supported by some 80 motivated colleagues who now work together to continue to surprise the market with innovative outdoor cooking products. The new combination will focus on further growth and expansion of its product range, increasing the number of points of sale, and expanding international distribution.
In 2013, Jeroen and Martijn Wesselink started selling the first Bastard ceramic barbecue. Initially, the focus was on producing good quality kamado barbecues at a reasonable price, intended as an alternative to the major American brands. In recent years, the company has risen to become the market leader in the Netherlands in ceramic barbecues with three brands: The Bastard, Grill Guru and Grizzly Grills. The range has seen extensive expansion with accessories, adjacent products, burnables and other cooking techniques. The company has its head office in Haarlem, where its own experience center is also located. About 45 people work at 200° Fahrenheit.
OFYR embodies the art of outdoor cooking. Designed for the best moments with friends, the brand has transformed outdoor cooking from a solitary activity into a shared experience. Hans Goosens introduced the concept in the Netherlands in 2015;OFYR is now sold in more than 70 countries. The line of iconic cooking appliances has since been expanded with a range of top-quality outdoor furniture, cooking applications and accessories. Thus, OFYR is not merely a product, but a complete lifestyle concept for outside. About 35 people work at OFYR.
Peter Tourné, CEO of OFYR: “In 200° Fahrenheit we found a team with very similar DNA: we share a passion for innovation, are revolutionary when it comes to outdoor cooking, and adopt an energetic, authentic approach. We are therefore very enthusiastic about making even more consumers and professionals happy with this Dutch combination.”
Martijn Wesselink, together with Jeroen Wesselink founder of 200° Fahrenheit: “Eight years ago, we started out together as an unknown player in a market that was, in turn, completely unknown to us. These past years have been an enormous adventure in which we have grown step by step into a great company with a superb team and fantastic clients. Joining forces with OFYR will create another new chapter that will give us the opportunity to grow even faster together in different markets, where OFYR and 200° Fahrenheit complement each other fantastically. From our initial conversations, it is striking how much we share a passion for entrepreneurship and creating beautiful products. This can only result in many wonderful things. We very much look forward to taking the next steps together with the people from OFYR and Mentha.”
Mark van Ingen, partner at Mentha: “Mentha entered into a partnership with OFYR more than three years ago, and this collaboration has resulted in a mature company which is a leader in a new category of BBQ techniques. With this next step, we can jointly build on what both companies have already deployed, yet also learn and put to good use the knowledge and skills of both teams. OFYR and 200° Fahrenheit have seen very strong growth in recent years and have maintained a highly entrepreneurial culture. I am convinced that in this new combination, we will be much stronger and will push boundaries.”