maconda advises United Chocolate on the acquisition of Weibler, manufacturer of distinctive chocolate gifts
maconda News September 2018
Just a few months after conducting a Commercial Due Diligence for Argenta, a manufacturer of innovative chocolate specialties, the consultants at Cologne-based CDD specialist maconda once again supported United Chocolate GmbH in its planned development of a mid-sized chocolate group. This time the focus was on Weibler Confiserie, a manufacturer of distinctive, clever chocolate gifts and semi-finished chocolate products. In addition, maconda analyzed the potential operational and strategic synergies between Weibler and Argenta.
Founded in 1988, Weibler Confiserie today stands for high-quality chocolate gifts with playful and appealing shapes and motifs. These include hollow figures in a wide variety of shapes and colors, chocolate lollipops and reliefs, as well as printed chocolate. The company develops and manufactures year-round products and seasonal items, for example for special occasions such as birthdays, Halloween, and major sporting events. The products are distributed through specialty retail and department stores, primarily under private label. In addition, the company, located near Braunschweig, manufactures semi-finished chocolate products. These are purchased primarily by small and medium-sized confectioneries and praline manufacturers for praline production.
maconda’s work program included a structured analysis of Weibler’s business model and product range, as well as an examination of the primary distribution channels served and their future prospects. A particular challenge was the opaque competitive landscape. Its structure had to be analyzed in order to assess Weibler’s positioning in the specific niche market. Niche markets are a specialty of maconda—they require smart and pragmatic research and analysis tools, whereas large mass markets are usually well described in comprehensive studies.
The Weibler transaction, like Argenta before it, was structured by DPK Deutsche Privatkapital. Family offices from Luxembourg and Germany participated as anchor investors.