maconda supports Genui Partners in the investment in mymuesli, the leading provider of premium muesli
maconda News January 2016
High-quality and customized, innovative and convenient – muesli can be so multifaceted! The maconda team has been active several times in the growing eCommerce sector and in FMCG. This includes projects on value creation and strategy development, synergy checks, and Commercial Due Diligences. Most recently, maconda was able to recommend itself as a competent partner for a Market Due Diligence in advance of the planned investment in mymuesli.
The Hamburg-based private equity firm Genui, which invests in mid-sized companies in German-speaking regions, has acquired a stake in mymuesli as part of a capital increase. mymuesli, Start-up of the Year 2007, is currently active in five countries and also operates nearly 40 stores in the DACH region. By the end of the year, the mymuesli family, which now comprises around 650 employees, is expected to grow to over 50 stores and also expand into additional countries.
As part of the due diligence, maconda analyzed, among other things, the growing muesli market as well as the related cereals business with its fundamental drivers and the unique positioning of mymuesli in the heterogeneous competitive environment. A key focus was on the customer base, a topic so central to eCommerce providers. In analyzing customer structure and consumption behavior, the consultants successfully applied their expertise in microgeographic models and cohort analyses.
In evaluating mymuesli’s brick-and-mortar distribution channels, maconda was also able to draw on its comprehensive retail expertise – in food retail as well as in various retail concepts. For example, white spots for proprietary stores were identified and the food retail business was also examined.
In recent years, the maconda team has successfully conducted several consulting projects related to mass customization. We have intensively studied this equally attractive and demanding product concept, which was the dissertation topic of the maconda managing director 20 years ago. Further information on this topic can be found in our industry focus “Mass Customization – Mass Production Meets Individual Needs”. Please request this via email.
We are also happy to be available to you as a competent and trustworthy partner. In retail, in consumer goods, as well as in other industries. Contact us at any time if you need expertise in this area. We are happy to assist you!