Avedon supports Brand Masters to accelerate international growth

Amsterdam / Oosterhout, the Netherlands, Tuesday 11 June 2019

Article in Dutch (PDF)

Investment company Avedon Capital Partners will support the Oosterhout-based company Brand Masters in the implementation of an ambitious international growth plan. Together with its new partner Avedon, Brand Masters wants to accelerate organic growth in Western Europe in the coming years, in combination with investments in the organization and the supply chain. Possible takeovers are also actively being pursued. The partnership will take place subject to the approval of the competition authorities.

Brand Masters was founded in 2012 by Toine van Poppel and Jasper Vreugdenhil. As a commercial and logistics service provider, the company supports a range of well-known and less well-known suppliers to the non-food retail channel. By constantly generating new ideas, products and brands to non-food retailers, Brand Masters provides an attractive range of fast moving consumer goods (“FMCG”) to consumers each and every day. This approach has been very successful.

Brand Masters has experienced rapid growth since its foundation. With 75 employees it provides services in Europe in particular. Together with Avedon, Brand Masters can strengthen its own organization.

Indispensable link

Brand Masters acts as a partner for a wide range of FMCG producers on the supply side and the non-food retail channel on the buy side. In this chain, the company has become an indispensable link for many partners in recent years.

Toine van Poppel: “We started from day one with the mission and drive to be the best partner as an FMCG supplier for the non-food retail channel. In recent years we have noticed that unburdening our partners is a clear added value. With the investment and knowledge of Avedon we – as an entrepreneurial and learning organization – can accelerate our growth ambition so that we serve our partners in the chain even better. ”

Jasper Vreugdenhil: “In recent years, Brand Masters has grown into an entrepreneurial organization with an enormous amount of talent. The desire to grow is partly due to the opportunities that we see in the market. With targeted investments in the organization and a clear growth plan, including acquisitions, we will be fully committed to underlining our mission in the coming years. ”

Management team

Jasper Vreugdenhil and Toine van Poppel will remain part of the Management Team during the further expansion and realization of the company’s growth ambition. The team will be strengthened to realize the growth plans.
Alfred Tulp, Partner of Avedon Capital Partners: “We are very impressed by the entrepreneurship of the company led by Jasper Vreugdenhil and Toine van Poppel. As young entrepreneurs, they have built a flourishing company with an international reputation in a short period of time. We are proud of this new partnership and look forward to working with Brand Masters to further expand this success internationally. ”

About Brand Masters

Our company presents tempting (food) products in atypical places in the non-food retail channel. These are places where producers of these goods normally have no network and expertise. The retailer often has no affinity with these products. For both, it is not their core business, but they can easily generate extra revenue and margin with it. We not only offer manufacturers our extensive network of non-food retailers, we also help them to present their products successfully. After all, the moment of impulse requires specific packaging, dimensions and timing. We strive for a lasting relationship. In other words: as quickly as possible and as controlled as necessary.

About Avedon Capital Partners

Avedon Capital Partners is a leading private equity investor in small to medium-sized companies in the Benelux and Germany. Avedon invests in companies with strong founders / owners and management teams that have distinctive and ambitious growth plans.

This usually requires a fundamental change in which Avedon works closely with the company management to realize these plans. The Avedon team is based in Amsterdam and Düsseldorf and manages over € 500 million in capital. Avedon seeks opportunities in niches in four sectors: i) Software & Technology; ii) Business services; iii) Industry & Engineering; and iv) Consumer products & Leisure.

Over the years, the team has supported 25 growing companies in strategic (re)positioning, revenue growth, human capital and operational improvements. Avedon has a very strong track record when it comes to supporting growth.

See also www.avedoncapital.com

Media contacts:

Brand Masters:
Jasper Vreugdenhil (Managing Director)
Tel: +31 (0)162 763 414
Email: vreugdenhil@brandmasters.nu

Alfred Tulp (Partner) and Ward Masclee (Investment Manager)
Tel: +31 (0)20 5682 626Email: info@avedoncapital.com