<\/p>\n\n
The various brands distributed by HGA, which is based in Koblenz, primarily target hairdressing businesses\u2014both smaller salons and larger, sometimes multi-location operations. What makes this special: the focus is on exclusive niche brands that enable hairdressers to differentiate themselves from the competition, in contrast to the well-known hairdresser-exclusive brands such as Wella & Co. that dominate the market. They are niche in character because the brands stand for lifestyle & fun, sustainability and natural ingredients, premium quality, barber style, or special functionality.<\/p>\n\n
As part of the due diligence, maconda evaluated HGA’s broad product range. To better understand HGA’s specific product focus and business model, an in-depth analysis of the dynamics and drivers in the market for hair cosmetics and beauty products was necessary. This included considering how the increasing erosion of so-called hairdresser exclusivity\u2014i.e., the distribution of brands and products exclusively<\/em> to<\/em> and through<\/em> hairdressing businesses\u2014affects ordering behavior. And what role manufacturers, wholesalers, distributors, and online retailers might play in the future. <\/p>\n\n The maconda consultants have dealt with fragmented craft industries on several occasions. This time, too, current developments in the hairdressing trade were examined, as well as HGA’s distribution model and future prospects. As is often the case, there were no usable data sources available. maconda therefore applied its pragmatic yet effective methodology for data acquisition and analysis, which is frequently used in niche markets. This involves tapping into, analyzing, and correlating a wide variety of sources. This also included numerous discussions with various market participants to validate the analysis results. <\/p>\n\n HGA Cosmetics was founded around 20 years ago and has remained in the hands of its founder ever since. The company distributes a broad range of premium products for hair styling, care, and color in the DACH region. To this end, HGA Cosmetics holds exclusive distribution rights for currently nine niche brands, secured through long-term framework agreements. Customers include hairdressing businesses and wholesalers. HGA has grown strongly in recent years. Contributing factors include trends toward natural cosmetics as well as sustainably produced and environmentally friendly shampoos. This is accompanied by higher consumer expectations for products and, at the same time, a greater willingness to spend on corresponding premium products, which HGA specifically addresses. <\/p>\n\n The maconda team has intensively engaged with various beauty topics in recent years and successfully completed several projects. These included multiple investment checks and Commercial Due Diligences, strategy engagements, and projects to improve operational performance. <\/p>\n\n Extensive industry experience<\/strong>: Perfumeries | Department stores with beauty assortments | Hairdressing supplies | Decorative cosmetics | Natural cosmetics | Facial care | Drugstores | Hairdressing wholesale | Packaging for personal care and cosmetic products | Filling of various products | Nail care products | Direct sales for cosmetics | Brands and private label | Dietary supplements<\/p>\n","protected":false},"excerpt":{"rendered":" maconda conducted a Commercial Due Diligence for VR Equitypartner regarding an investment in HGA Cosmetics.<\/p>\n","protected":false},"author":0,"featured_media":4003,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[86,87,79],"tags":[],"maconda_format":[98],"maconda_industry":[108,107],"class_list":["post-4002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-86","category-2019-or-earlier","category-news"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\tAbout HGA Cosmetics<\/h3>\n\n
maconda continues to expand its expertise in the beauty business<\/h3>\n\n