maconda supports VR Equitypartner in the investment in Dr. Neuberger Holding, a provider of decorative cosmetics
maconda News November 2018
With a comprehensive Commercial Due Diligence, maconda supported the Frankfurt-based private equity firm VR Equitypartner in acquiring a minority stake in Dr. Neuberger Holding. The Dr. Neuberger Group specializes in the development, production, and distribution of innovative decorative cosmetics.
Beauty is not just skin deep: decorative beauty products enjoy enduring popularity, particularly among female consumers. The Dr. Neuberger Group operates in this successful market. Whether eyeshadow, nail polish, artificial eyelashes, or beauty accessories: the dynamic cosmetics company based in Wiesbaden develops trendy beauty products, including cosmetic sets for adults and children. The Dr. Neuberger Group distributes not only its own brands and licensed products through its subsidiaries. Private label and distribution brands are also part of the portfolio. The company realizes international distribution of its products through food retail, drugstores, perfumeries, toy stores, and online shops. Production is carried out by certified contract manufacturers in Asia, the USA, and Europe.
The Frankfurt-based private equity firm VR Equitypartner has been on board since September in the form of a minority stake in Dr. Neuberger Holding. The Cologne-based consulting boutique maconda prepared the transaction with a comprehensive Commercial Due Diligence.
First, the maconda analysts evaluated the key developments in the decorative cosmetics market. These are primarily four factors: the increasing influence of social media, the steadily growing product variety, rising product quality expectations from an expanding target audience, and last but not least, the demand for natural cosmetics and specialized niche products.
From the results, the Cologne-based consultants derived the implications for providers operating in this fragmented and fast-paced market—and specified the resulting requirements for a successful market strategy.
Against the background of these findings, maconda then analyzed the market position of the Dr. Neuberger Group in a competitive, multifaceted supplier landscape. For this purpose, the respective competitive dynamics were examined for the products and brands offered—ranging from leading manufacturers of well-known branded products, to private label providers, to various distributors of beauty products. Among other things, maconda conducted interviews with market insiders and made targeted visits to various retail formats—in some cases also as a participant observer.
The Commercial Due Diligence also included a detailed assessment of sales channels, key customer requirements, and general growth forecasts. A thorough review of the company’s quality management system by maconda’s experienced QM expert rounded out maconda’s work on the Dr. Neuberger Group.
With their years of experience in retail and the beauty industry, the Cologne-based consulting experts created genuine added value for the Wiesbaden-based cosmetics company in the project work and set the course for future market success.
maconda expands its expertise in the personal care and beauty industry
In recent years, the maconda team has intensively engaged with various segments of the personal care and beauty industry and successfully completed multiple projects. Investment checks and Commercial Due Diligences were among them, as well as various value creation engagements.
Solid industry experience in the personal care and beauty industry: Personal Care | Decorative Cosmetics | Facial Care | Natural Cosmetics | Leading Perfumery Chain | Department Stores with Beauty Assortment | Nail Care Products | Direct Sales for Cosmetics | Teleshopping of Cosmetics etc. | Sachet Filling | Caps & Closures for Personal Care Products | Filling of Liquids and Aerosols | Hairdressing Supplies | PoS Displays for Decorative Cosmetics | Dispensers for Personal Care and Cosmetic Products