Heliad Equity Partners picks up 40% of Baden-Baden Cosmetics Group
Sans Soucis and Biodroga brands will enable Heliad Equity Partners to realise around €25m in annual sales
Heliad Equity Partners has acquired an indirect 40% interest in cosmetics producer Baden-Baden Cosmetics Group via TIG Themis Industries Group, a company in which it holds a majority interest. Heliad’s operating partner FCP Frankfurt CapitalPartners holds a 60% interest in the Baden-Baden business and will provide future management.
Baden-Baden Cosmetics Group AG previously acquired 100% of the assets of Fribad Cosmetics Group from a special situation.
The Sans Soucis and Biodroga brands acquired as part of the Heliad deal have a 30 year history in German and international cosmetic markets and with these brands the company says it will realise around €25m in annual sales.
The closing of the transaction is scheduled for 30 April 2010, subject to a condition precedent. The purchase price has not been disclosed.
“Our acquisition of the company is based on our approach of working together with the operational management of small and medium sized companies in German speaking countries to move strong brands and products onto a growth path,” comments Christoph D Kauter, deputy ceo of Heliad Equity Partners. “We are confident that we can achieve future targeted development of Baden-Baden Cosmetics Group using its existing brands and products. In strategic terms, this involves consolidating the company’s position in Germany and opening new growth markets with its existing customers.”