Clearwater advises Nordic Beauty Company on its sale to Dayes Group

Transaction

Nordic Beauty Company on its sale to Dayes Group

Sell-side

Undisclosed

Role

Adviser to Nordic Beauty Company on its sale to Dayes Group

Sector

Consumer

Region

Denmark

Clearwater has advised Nordic Beauty Company, a cosmetics and personal care retailer, on its sale to Dutch Dayes Group, a key player in the retail sector.

Founded in 2008, Nordic Beauty Company has quickly grown into a leading supplier of makeup and personal care for the fast-growing mass beauty segment in the northern region. With exclusive rights over popular brands, Nordic Beauty Company is a preferred partner for beauty operators seeking to enter the Nordic market.

Dayes Group is a large retail company backed by private equity Parcom, specialising in developing and distributing products and brands for supermarkets, discount stores, and department stores across most of Europe. Dayes Group’s focus areas include beauty, personal care, pet care, health, and home maintenance categories.

This transaction enables Dayes Group to access the Nordic market and expand its presence in the fast-growing beauty category. It also allows Nordic Beauty Company to leverage a broader range of categories within Dayes Group. The management team of Nordic Beauty Company will continue in the current positions within the new partnership and retain a significant share.

"When entering a sales process, you have no idea how complex it is. That is why it is essential to have an adviser that can maintain the big overview through the whole process. It can be nerve wrecking to leave the baton to another, but it pays off in both the very technical preparation and the negotiation phase. We are left with the feeling that Clearwater knows our business even better than we do. We look into a bright future with Dayes, that has redeemed our wish on keeping the company intact and strengthen for the future."

Peter Barsberg, CEO and Co-founder, Nordic Beauty Company

Nordic Beauty Company is a great example of an entrepreneurial company with a powerful management team that understands how to secure future development by entering a strong partnership with a new owner. Dayes Group has an attractive portfolio that Nordic Beauty gains access to while Dayes gains access to the attractive Nordic beauty market. We look forward to following both parties in the new set-up.
Andreas Lauth Lauridsen, Partner, Clearwater International