maconda supports Vendis Capital with its investment in BlueBrixx and Model Car World, a leading omnichannel toy provider
maconda News September 2021
The Cologne consulting boutique maconda prepared the majority stake for Belgian investor Vendis Capital in BlueBrixx and Model Car World through a Strategy Due Diligence—Germany’s leading omnichannel provider of stud bricks for adults as well as model vehicles. In doing so, maconda’s consultants, who are particularly experienced in niche markets, primarily evaluated BlueBrixx’s key success factors and growth potential in a newly emerging segment of the toy market.
The market for stud bricks (also known as interlocking building blocks) was shaped for decades by a global brand, with children as the primary target group, but in recent years it has increasingly also addressed adults. By now, there are several other providers offering low-cost alternatives, most of them from China. BlueBrixx, by contrast, comes from Germany. The company, based near Frankfurt, offers an attractive product range consisting primarily of in-house developed models across various themed worlds such as architecture, railways and adventure—and in recent years has succeeded in building a large, steadily growing fan community among adults with a passion for crafting and collecting. Sales are made via its own online shop as well as its own retail stores.
The newly created market and the strong growth required maconda to take a specific, creative and, above all, pragmatic approach. Looking into the past of the company, founded only in 2017, was hardly possible, and the present was also only of limited informative value: why, for example, analyse web metrics and the performance of brick-and-mortar stores in detail when the business is only just developing—especially during the COVID-19 pandemic? The classic approach of a Commercial Due Diligence therefore had to be rethought. In close collaboration with Vendis’ team, which is highly experienced in consumer goods, a Strategy Due Diligence was developed that, among other things, was based on analogies from comparable industries as well as a detailed comparative analysis of the various providers and their products. In doing so, maconda was able to draw on its extensive experience in developing business models.
A particular challenge was the complete lack of data on this very young, fragmented and highly specialised niche market. maconda succeeded in lifting the veil. The key sources of information were sophisticated exploratory interviews with various market participants, screening specialised forums and platforms for stud bricks, and analysing the online shops and social media activities of different providers. This was complemented by a detailed comparative analysis of the various providers and their products in order to assess BlueBrixx’s positioning in the competitive environment with precision.
About BlueBrixx
BlueBrixx is a direct-to-consumer brand founded in 2017 with the idea of offering alternative stud-brick sets specifically aimed at a community of adult enthusiasts. In addition to its own brand, BlueBrixx also offers a broad range of sets from third-party providers. BlueBrixx products are distributed via its own eCommerce platform as well as through 13 company-owned stores in Germany. Driven by strong product innovation and direct customer engagement via social media, BlueBrixx has built a strong fan base and has grown significantly since its founding.
As part of the transaction, Vendis will also become the majority shareholder of Model Car World, one of Europe’s leading providers of model cars. Founded in 2001, the company offers more than 8,000 models in various scales, marketed under different brands.
maconda continues to expand its expertise in the consumer goods sector
In recent years, the maconda team has worked intensively on a wide range of consumer goods and has successfully delivered numerous projects. These included many Commercial Due Diligences, engagements for strategic realignment and business model optimisation, as well as projects to improve operational performance. In addition, maconda has extensive experience with digital business models and eCommerce, including omnichannel.
Extensive industry experience: Toys, incl. electronics, wood, plush, model railways | Hobby & leisure | Gift items | Consumer goods of all kinds | DIY | Brands | eCommerce across many industries | Social media | Omnichannel | Retail | Specialist retail | and much more
About Vendis Capital
Vendis Capital was founded in 2009 and is an independent private equity firm specialising in the consumer goods sector in Europe. In partnership with experienced entrepreneurs and managers, Vendis invests in small to mid-sized consumer goods companies to support them in realising their growth and value creation potential. Vendis invests in France, Belgium, the Netherlands, Germany and the Scandinavian countries.