Avedon teams up with Hauck to support international growth

Article in German (PDF)
Sonnefeld/Düsseldorf/Amsterdam, December 17th, 2019

Avedon Capital Partners (“Avedon”) will acquire a shareholding in Hauck, a leading European nursery products brand, to support Hauck’s international growth plan. In partnership with Avedon, Hauck aims to accelerate growth in its European core markets as well as expansion into selected international regions in the coming years. This includes investments in organization, product portfolio expansion and digitization of sales and marketing channels.

Hauck is a 4th-generation family business, founded in 1923, that enjoys a very high brand awareness in its markets. The company is headquartered in Sonnefeld (Bavaria) and employs more than 140 employees. It is most renowned for strollers, high chairs, safety seats and adjacent indoor products and operates as one of the largest players in Europe. Hauck products are sold via all major on- and offline retail channels.

Hauck seeks, building upon its market leadership in Germany, to further internationalize its organization. Jörg Feyler, CEO of Hauck: “As a family business we have successfully gained market leadership in Germany and in UK and expanded our business into several other European countries where we saw sales potential for Hauck. With the combined strengths of Avedon and Hauck we look forward to further accelerating our market expansion.”
Julian Bärenfänger, Partner at Avedon: “Hauck is a compelling investment opportunity in a stable, non-cyclical consumer market. With its strong brand heritage and a diversified portfolio of non-discretionary, attractively priced products, the company provides an ideal platform for value creation across multiple levers. The growth plan will be supported by targeted investments into the organization and management as well as into new product categories.”

About Hauck

Hauck is a leading European nursery product brand based in Sonnefeld, Germany. The company provides for a comprehensive range of products centering around children in the earlier baby years. Products include strollers where Hauck has the highest brand awareness amongst its competitors, and sells amongst others high chairs, car seats and safety gates. A significant portion of sales is already generated outside of Germany. Hauck is perceived the market leader in the value to lower mid-price segment. The company applies the highest standards with regards to quality control and compliance with legal requirements in all their sales regions and is at the forefront of product innovation.

About Avedon Capital Partners
Avedon Capital Partners is a leading private equity investor in small to medium-sized companies in Germany and the Benelux. 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 Düsseldorf and Amsterdam 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 27 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.

For more information, visit: www.avedoncapital.com

Avedon Deal – Team:
Hannes Hinteregger, Partner
Julian Bärenfänger, Partner
Philip Fischer, Investment Manager
Jan-Moritz Hohn, Associate

Press-contact for any queries regarding the transaction:
Hannes Hinteregger, Partner, hannes.hinteregger@avedoncapital.com, +49 211 5988 901