Halder | Ownership Succession and Growth for MidCaps

Halder | Ownership Succession and Growth for MidCaps

ADA Cosmetics International GmbH

Business
Hotel amenities
Sales
€43 million (2010)
Holding
2006, MBO
Sale
2011

Andreas Dahlmeyer founded ADA Hotel Cosmetics GmbH in 1979 as a wholesale supplier of soap products. The idea of systematically supplying companies in the heavily fragmented hotels sector with bathroom toiletries was extremely successful. ADA expanded its cosmetics range and in 1982 started its own production operation. Since then the business has grown significantly through exports to Switzerland, Austria and France, both with its own branded products developed to customers' specifications, and with licenses of well-known luxury brands. Today the company is the market leader in Europe.

As a part of its succession plan, the founding family sold its shares to Halder (85%) and the company’s management through an MBO in 2006. Business strategy is geared towards the consolidation trend in the hotel sector and adding new international hotel chains in Europe, the Middle East and Asia to the client list. The emphasis will be on up-market providers: hotels in higher-class categories increase their wellness offerings and use their own or established luxury brands to leverage their competitive position.

By following this business plan, sales were increased significantly until 2008. During the economic downturn of 2008/09 ADA acquired a purchasing platform in Hong Kong and initiated a sales cooperation with Marietta Corp., USA, to cover global hotel chains. The company also increased penetration of its European core markets and as a result, revenues for 2010 returned to a markedly higher level. Halder sold its majority stake to a fund advised by Carlyle Group in 2011.

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