Acquisition enhances Brita’s North American footprint and digital capabilities as sustainable hydration demand accelerates

Germany-based water filtration specialist Brita has acquired Larq, a North American hydration technology company best known for its UV-C self-cleaning and purification bottles. The move expands Brita’s consumer business and strengthens its position in the fast-growing premium and sustainable hydration market.

Strategic Expansion in North America

Founded in California’s Bay Area, Larq has built a strong presence in the hydration category through its digitally native direct-to-consumer (D2C) model, combining advanced technology with sustainability-led design. Its flagship product, the Larq Bottle PureVis, uses UV-C LED purification to eliminate up to 99.9999% of bacteria, positioning the brand at the intersection of tech innovation and eco-conscious consumerism.

Brita CEO Markus Hankammer described the acquisition as a “strategic fit” that aligns with the company’s global strategy to shape sustainable solutions.

“Larq is a perfect match for our North American expansion and the growth of our ecommerce business,” Hankammer said. “It’s essential for us to preserve the entrepreneurial spirit and strong growth dynamics that have defined Larq’s success.”

Larq co-founder and CEO Justin Wang will continue to lead the company post-acquisition, ensuring continuity in innovation and brand identity.

Sustainability and Market Alignment

Both brands share a mission to reduce single-use plastic consumption by providing premium, reusable hydration solutions. This acquisition allows Brita to strengthen its sustainability credentials and tap into the surging consumer demand for smart hydration products.

The global reusable water bottle market is projected to surpass $13 billion by 2030, driven by consumer awareness of plastic waste and the rising integration of technology in beverage consumption products. Larq’s technology-driven product line complements Brita’s established filtration expertise, creating new opportunities for cross-category innovation across portable and household hydration solutions.

Operational Structure and Growth Outlook

While Larq will operate as an independent subsidiary under its existing brand, the company will benefit from Brita’s extensive manufacturing, distribution and R&D resources to accelerate its product roadmap and international reach.

The acquisition underscores Brita’s strategic focus on premiumisation and digital transformation, positioning the company for long-term growth in a market increasingly shaped by sustainability, health and convenience trends.