Consumer Goods & Retail Consumer Goods & Retail

Consumer Goods & Retail

Navigate the evolving consumer landscape with our forward-thinking, sector-specific insights

Consumer goods and retail businesses face a number of challenges driven by digitization and technology advancements, shifting consumer expectations, increasing supply chain transparency regulations, modern workforce demands, and unpredictable political events. Whether a luxury brand, consumer health or food and beverage company, our lawyers across the globe understand the nuances of the sector. We understand issues around brand, technology, R&D, end-to-end supply, data and product regulatory. Our expertise allows us to navigate today's most pressing challenges, enabling a focus on future opportunities and growth.

Our sector experience

Baker McKenzie advised Carlsberg, the Danish multinational brewer, on its recommended cash acquisition of international soft drinks business, Britvic PLC. The acquisition supports Carlsberg’s overall growth ambition. It was one of the most high-profile UK Public M&A deals in 2024. Baker McKenzie acted as the lead transactional counsel to Carlsberg. This transaction built on Carlsberg’s successful bottling business in the Nordic region and deepens its footprint in Western Europe, an important region that offers stable and attractive growth prospects.

CARLSBERG GBP 3.3 billion

Case study

From the rise of AI to new consumer trends in the luxury space and heightened antitrust scrutiny, explore the key challenges and opportunities for luxury, fashion and cosmetics companies in 2025.

What is shaping the Luxury, Fashion and Cosmetics sector in 2025?

Puig

Advised Puig on the majority acquisition of a leading German skincare brand, Dr. Barbara Sturm.

Mondelēz

Advised Mondelēz on the acquisition of majority stake in Evirth, a leading manufacturer of cakes and pastries in China.

Johnson & Johnson USD 50 billion

Advised Johnson & Johnson on the spin-off of its consumer product business, Kenvue, the deal spanning over 65 jurisdictions.

Learn about our sector specific legal expertise

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Addressing consumer expectations around quality, sustainability and unique services; luxury, fashion and cosmetic brands are redefining the concept of luxury.

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Global Chair

Katia Boneva-Desmicht

The sizeable team at Baker McKenzie demonstrates strength in a diverse range of matters, including strategic M&A, supply chain innovation, and ESG issues.

Retail and Consumer, Legal 500 UK, 2025

APAC

Grace Tso

EMEA

Wibren Veldhuizen

*Trench Rossi Watanabe (Brazil) and Baker McKenzie have executed a strategic cooperation agreement to consult on foreign law.

Renata Amaral (Trench Rossi Watanabe)*

North America

Christine Streatfeild

Luxury, Fashion & Cosmetics

Food & Beverage

Consumer Healthcare

News & Insight

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Read report

Looking Ahead: Spotlight on Food & Beverage

INSIGHT I LATEST THINKING

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Looking Ahead: Spotlight on Luxury, Fashion and Cosmetics

INSIGHT

ESG Policy Guide: The Future of Sustainability Legislation for Luxury

INSIGHT | GUIDE

Baker McKenzie Advises Gruppo Statuto on the Acquisition of the Luxury Caesar Augustus Hotel in Capri

NEWS

Asia Pacific Food Law Guide

INSIGHT | GUIDE

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Related services

Antitrust & Competition

Artificial Intelligence

Dispute Resolution

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Businesses in the production, distribution and retail of food and beverage, grappling with issues ranging from labelling and advertising to labor market conduct.