Who owns Serenity?
Serenity is owned by Ontex (Belgium, Euronext Brussels: ONTEX), which has owned the brand since 2013.[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Ontex Group NV Annual Report 2025, 13 March 2026. Last checked .
Key facts
- Current owner
- Ontex Group NV reported
- Owned since
- Owner HQ
- 🇧🇪 Belgium, Aalst
- Origin
- 🇮🇹 Italy
- Category
- Personal care & beauty › Feminine care & incontinence › Incontinence care
- Parent ticker
- Euronext Brussels: ONTEX
- Last verified
- · 2 sources
About Serenity
Serenity is the adult incontinence brand Ontex sells in southern Europe, Italy above all, carried largely through the pharmacy channel — the Serenity Advance range was built for that channel alone. Ontex acquired the Italian company behind it in 2013 and still holds Serenity Spa and Serenity Holdco S.r.l. of Ortona outright. It sits alongside iD and Lille Healthcare in a portfolio where adult care, not babies, is the end of the business the group has chosen to concentrate on.
Ownership timeline of Serenity
Where Serenity sits in Ontex
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Ontex ownership tree →
See the full Ontex brand portfolio (4) →
Other brands owned by Ontex
Ontex controls 4 brands on Brandtree, 4 of them in personal care & beauty.
Also in personal care & beauty
Other brands in incontinence care, and who owns them
The 21 brands in incontinence care on Brandtree belong to 12 owners. The largest is Coloplast, with 5; Ontex has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Conveen | Coloplast | 🇩🇰 Denmark |
| Attento | Daio Paper | 🇯🇵 Japan |
| ElderJoy | Hengan | 🇨🇳 China |
| Depend | Kimberly-Clark | 🇺🇸 United States |
| Savlon Respect | ACI Limited | 🇧🇩 Bangladesh |
| GentleCath | Convatec | 🇬🇧 United Kingdom |
| TENA | Essity | 🇸🇪 Sweden |
| MoliCare | HARTMANN | 🇩🇪 Germany |
About the owner: Ontex
Ontex is a publicly listed company headquartered in Aalst, Belgium, founded in 1979. Brandtree records 4 brands under its control, and it is listed as Euronext Brussels: ONTEX.
Ontex is a Belgian maker of baby care, feminine care and adult care products which its 2025 annual report describes as a leading international developer and producer serving both retailers and healthcare, primarily in Europe and North America. Most of what it makes carries a retailer's name rather than its own; the group employs around 5,000 people, with plants and offices in twelve countries and products sold in around 100. Founded in Aalst in 1979 making mattress protectors for Belgian institutions, it spent 2025 completing a retreat from emerging markets, selling its Brazilian business to Softys and its Turkish business, with the Canbebe and Canped brands, to Dilek Grup.
🇮🇹 Serenity and other Italian brands
Brandtree records a controlling owner for 209 brands that began in Italy. 76 of them (36%) are now controlled by a company headquartered in another country, Serenity among them.
- Borotalco — Bolton Group 🇮🇹
- Chicco — Artsana 🇮🇹
- Regina — Sofidel 🇮🇹
- Villa Lodola — Milbon 🇯🇵
- ATV Azienda Trasporti Verona — FNM 🇮🇹
- Academia Barilla — Barilla 🇮🇹
Frequently asked questions
Who is the parent company of Serenity?
The parent company of Serenity is Ontex, a publicly listed company headquartered in Belgium.
Is Serenity Italian or Belgian?
Serenity originated in Italy, but it is owned today by Ontex, which is headquartered in Belgium. So Serenity is an Italian-origin brand under Belgian ownership.
Since when has Ontex owned Serenity?
Ontex has owned Serenity since 2013.
Is Serenity still owned by Ontex?
Yes. As of 27 September 2026, Serenity is still owned by Ontex. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Ontex Group NV Annual Report 2025 — Ontex Group NV, Annual report, published 13 March 2026; retrieved 27 September 2026.
- [2] Ontex — Serenity — Ontex Group NV, Official document; retrieved 27 September 2026.
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