Innova Capital invests in Bielenda Kosmetyki
Innova will acquire some existing shares from the Founders and will support Bielenda Kosmetyki Sp. z o.o. sp. k. in financing the acquisition of the Polish cosmetics brands portfolio from Orkla Group. The transaction awaits the approval from the Polish Office of Competition and Consumer Protection.
Bielenda Kosmetyki is one of the leaders of the Polish cosmetics market, ranked first among domestic producers of face care cosmetics. Following the addition of two strong and recognizable brands – Soraya and Dermika – to its portfolio, Bielenda will additionally further its position as the local leader in this market segment. The consolidation process creates a leading cosmetics group on the Polish market, well-diversified in terms of customer target groups, sales channels and price segments. The combined group will generate total annual revenues in excess of PLN 200 million, with significant potential for further dynamic growth in Poland and on foreign markets.
“Cooperation with one of the most respected and fastest growing Polish cosmetics companies – Bielenda Kosmetyki – in the takeover of the Soraya and Dermika brands is very satisfying for us. All of Bielenda Group’s brands have great prospects, and this transaction cements Bielenda's position as one of the true leaders on the Polish cosmetic market” says Leszek Muzyczyszyn, Senior Partner at Innova Capital.
“We are convinced that the current acquisition will accelerate the growth of the value of the company. We are one of the strongest players on the Polish cosmetic market, and the current move will undoubtedly strengthen our position further, not only in terms of the scale of operations and market share, but also in terms of the group's operational efficiency” comments Marek Bielenda, CEO of Bielenda Kosmetyki.
“Soraya and Dermika are well-known skin care brands and are recognised for their quality and innovation by Polish consumers. We’re glad that the business will continue to operate under the ownership of Bielenda, whose core business is beauty and skin care. This sale is a component of Orkla’s strategy of concentrating resources on priority growth areas,” says Atle Vidar Nagel Johansen, CEO of Orkla Care.
Bielenda Kosmetyki is one of the fastest growing companies on the Polish cosmetics market, having recorded average annual revenue growth of above 20% in the last 3 years – a result which was significantly better than the market average in the same period. With its own research centre and innovative R&D team, the company has unique competences in new product development, as proven by a long history of successful product launches. The company's portfolio consists solely of branded products, with the two largest brands being Bielenda – a leading cosmetic brand, and Bielenda Professional – a brand addressed to professional clients, including beauty salons, spas and hotels. The company's products are available in all leading beauty retail chains in the country, as well as in large-format retailers, online platforms and on multiple foreign markets.
Soraya is an acclaimed brand on the Polish market in the mid-price cosmetics segment. Its offer includes facial and body care products. Dermika offers premium face care cosmetics, complemented by a range of body care products. Both brands also include sunscreen products, as well as series of products for men. Soraya and Dermika have great potential for further development and are highly valued by customers.
About Bielenda Kosmetyki
Bielenda Kosmetyki is one of the strongest and most popular Polish cosmetic brands. Since 1990, it has created cosmetics for face, body and hair care, which emphasize the natural beauty of women of all ages. Its portfolio also includes sun protection cosmetics, products for pregnant women, children, as well as series for men. From the outset, it has been faithful to the idea of searching for the most effective and skin-friendly combination of the highest-quality natural ingredients with the achievements of advanced biotechnology. Currently Bielenda offers several hundred cosmetic products available to customers in Poland, Europe and in other export markets on four continents.
Orkla is a leading supplier of branded consumer goods and concept solutions to the consumer, out-of-home and bakery markets in the Nordics, Baltics and selected markets in Central Europe and India. Orkla is listed on the Oslo Stock Exchange and its headquarters is in Oslo. In 2019, the Group had a turnover of NOK 43.6 billion, and approximately 18,500 employees as of 31 December 2019.