THE WHAT? Henkel has acquired a 75 percent stake in direct-to-consumer business, Invincible Brands Holding.
THE DETAILS Parent company of beauty, skincare and haircare brands Hello Body, Banana Beauty and Mermaid+Me, the remaining 25 percent stake will be kept by Invincible Brands Holding founders – Bjoern Keune and Gennadi Tschernow – and private equity fund manager capital D.
The founders and current management team will remain at the company.
Henkel CEO Carsten Knobel said, “As part of our strategic framework for purposeful growth we pursue value-adding acquisitions to strengthen our businesses. This agreement is a proof point of how we consistently implement our strategy. It is also in line with our objective to strengthen our competitive edge in the area of digitalization by expanding our direct-to-consumer activities.”
THE WHY? Henkel is looking to further its foothold in the D2C market with the new acquisition.
Jens-Martin Schwärzler, Executive Vice President and responsible for Henkel’s Beauty Care business, “With this acquisition we will strengthen our portfolio with fast-growing premium brands in attractive categories. Through 1:1 interactions with consumers we will gain valuable insights that will help us to create meaningful innovations for the entire retail business.” (sic)