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Deal Announcement – OMMAX advised Bright Capital and HF Private Debt with a CDD focusing on Amazon’s strategies in the dietary supplements market | Latest press releases | PressGo

Press release

OMMAX performed commercial due diligence for Bright Capital and HF Private Debt, two of Germany’s leading middle market investment firms

Munich, July 28, 2020 – OMMAX performed commercial due diligence for Bright Capital and HF Private Debt, two of the leading middle market investment firms in Germany.

The project focused on the Amazon strategy of three dietary supplement brands of Natsana GmbH. Natsana GmbH is the market leader in the development and sale of high-quality nutritional supplements on Amazon – with an additional footprint in retail stores and via its own direct online store.

The debt package provided by Bright Capital and HF Debt GmbH has enabled sponsor DOMUM Unternehmer & Kapital GmbH to unite market leaders in the niche supplement market with strong long-term growth trends.

The products of the analyzed brands Natural Elements, Nature Love and Feel Natural are sold on different digital channels, among which Amazon is the most important. For the evaluation of the brands’ Amazon strategy, Bright Capital and HF Private Debt relied on OMMAX’s experience in the dietary supplements market and its in-depth knowledge of Amazon.

OMMAX challenged the current state of the brands as well as their growth potentials. Some aspects that have been assessed are the sustainability of Amazon’s specific strategy as well as the brands’ respective digital visibility. In addition, an assessment of the risks of emerging competition on Amazon was carried out.

For the assessment, OMMAX gathered multiple datasets and conducted market research on the nutrition and supplements industry, competitors, and legal regulations.

Bright Capital and HF Private Debt said of the transaction, “We selected OMMAX based on its successful work in other transactions in the dietary supplement market, as well as its extensive experience with Amazon. Our high expectations have exceeded: OMMAX’s data-driven approach has been a great support to better assess and understand Amazon’s potential risks.”

Would you like to know more about our experience in transaction advice? Contact Dr. Stefan Sambol ([email protected]) or download our due diligence white paper:

About Natural Elements, Nature Love and Feel Natural

Natural Elements, Nature Love and Feel Natural are three of the most successful brands in the organic food supplement industry. Their product line offers high quality nutrition on a natural basis for a healthy and active lifestyle.

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About Bright Capital

Bright Capital is a leading German credit investor focused on the lower middle market. Bright Capital invests in companies with exceptional market position, proven strategies, resilient cash flows and seasoned management teams. The Bright Capital strategy enables investments upstream and downstream of a company’s capital structure in situations where tailor-made financing solutions generate substantial added value.

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About HF Private Debt

HF Debt GmbH is the exclusive advisor to the Luxembourg company HF Private Debt Fonds, SCSp, which specializes in private debt financing for SMEs (EBITDA between 2 and 10 million euros) and supports growth financing, succession solutions and buyouts by private equity investors. Geographically, it focuses on companies in Germany, Austria and Switzerland with a long history. More information:

About OMMAX – Digital Solutions

OMMAX – Digital Solutions is a Europe-based digital strategy consultancy specializing in creating sustainable digital value while catering to a range of mid-market, large enterprise and 30+ private equity firms – investment around the world. Composed of more than 120 international experts and with more than 600 digital projects carried out in the fields of digital strategy, digital operational excellence, data science and transaction advisory services, OMMAX is a forerunner in holistic, data-driven, end-to-end strategy consulting. end of the execution of the numerical solutions.

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Romana Roske


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