• Multiply Group establishes new Retail and Apparel Vertical with Tendam as its anchor business, further deepening the Group’s presence in consumer-focused industries.
• Tendam is Spain’s second-largest apparel group by market share and one of Europe’s leading omnichannel apparel groups, operating 1,800 points of sale in more than 80 markets including Spain, Portugal, France, UAE and Latin America and brands such as Women’secret, Springfield and Cortefiel.
• This majority stake in Tendam is the latest vertical building investment activity by Multiply Group, having recently deployed approximately AED 1 billion to acquire BackLite Media, Excellence Premier Investment, and The Grooming Company Holding.

Multiply Group PJSC (ADX: MULTIPLY), the Abu Dhabi-based investment holding company that invests in and operates businesses globally through four sectors, Mobility, Media and Communications, Energy and Utilities, and Beauty and Wellness, subject to successful receipt of all regulatory approvals, has agreed to invest via a capital increase that will secure a controlling stake of 67.91% in Castellano Investments S.À R.L. (“Company”) (the owner of Tendam Brands S.A.U and other subsidiaries), becoming the majority shareholder in the Company alongside Llano Holdings S.À R.L. and Arcadian Investments S.À R.L., the corporate investment vehicles for CVC Funds and PAI Partners respectively, who will remain minority shareholders in the Company.

Tendam is Spain’s second-largest apparel group by market share and one of Europe’s leading omnichannel apparel groups. Multiply Group will lead the next phase of growth for Tendam, geared towards further international expansion and development of the group’s omnichannel ecosystem. The transaction is subject to approval by the pertinent regulatory authorities.

With this investment, Multiply Group has established its presence in the retail and apparel sector, with Tendam serving as the anchor for the new vertical. The deal marks Multiply Group’s first major investment into Europe, representing significant geographical growth and further deepening its presence in consumer-focused businesses.

Since 2020, Tendam has delivered consistent growth quarter after quarter, consolidating its business model in key markets and growing its international footprint. At the end of January 2025, Tendam’s total sales for the last twelve months (LTM) stood at c. €1.4 billion, with EBITDA post IFRS-16 of €341 million.

Samia Bouazza, Group CEO and Managing Director of Multiply Group, said: “The majority stake in Tendam achieves three strategic goals for Multiply Group: It enables us to push forward with our commitment to create double-digit EBITDA growth. It marks our first entry into the retail and apparel sector we have been targeting and believe has significant growth potential. And finally, the acquisition is a tangible step in our global expansion efforts, which strategically positions the Group to continue building on its international portfolio in years to come.”

Tendam has become a pioneer in the omnichannel apparel retail sector, present at over 1,800 points of sale in nearly 80 countries on four continents. It features twelve own brands that are primarily positioned in the premium mass market segment (Women’secret, Springfield, Cortefiel, Pedro del Hierro, Hoss Intropia, Slowlove, High Spirits, Dash and Stars, OOTO, HI&BYE, Milano, and children’s clothing line Springfield Kids), as well as almost 200 third-party brands, well-established loyalty clubs, market-leading technological capabilities, an extensive network of more than 1,800 points of sale (including directly-operated stores, corners and franchises) and online.

From a strategic perspective, the acquisition presents a significant opportunity for Multiply Group to build on Tendam’s platform of brands and strong performance to propel future growth by having access to the €1.3 trillion global apparel retail market.

The move follows a series of recent acquisitions and vertical-building activities by Multiply Group where it has successfully acquired controlling stakes in Excellence Premier Investment, Media 247, BackLite Media, and The Grooming Company Holding and has overachieved its year of efficiency targets for 2024.

Jaume Miquel, Chairman and CEO of Tendam, highlighted: “Since implementing the Tendam 5.0 strategy, Tendam has demonstrated exceptional growth, underpinned by the creation of a unique, unrivalled omnichannel ecosystem. The investment by Multiply Group is an endorsement of that strategy and affords increased capacity for accelerated growth. Likewise, CVC Funds and PAI, through Llano and Arcadian, offer continuity and a strong, in-depth understanding of the company. All of our investors, in partnership with a committed management team, are the best possible guarantee of continuing growth and success.”

Caroline Goergen, Director at Llano Holdings S.à r.l., said: “We are very excited to partner with Multiply Group and continue supporting Tendam in this new phase of growth. We are very grateful to Tendam’s management team, who have created a unique ecosystem of brands and significantly outperformed the market. We remain enthusiastic about Tendam’s growth prospects and our continued investment.”

Laura Muries, Partner & Head of Spain for PAI’s Flagship Fund, said: “Since our investment in 2017, the partnership with Tendam has been a successful transformation journey, driven by an exceptional team. Today, Tendam is a leading and highly profitable omnichannel company, with unique access to 24 million customers and consistent above-market growth. We are very happy to continue supporting the company in further developing this new strategy internationally.”

Multiply Group has been advised by Greenhill (a Mizuho affiliate), Hogan Lovells and KPMG on the transaction. Castellano and its current shareholders have been advised by Uria Menendez. Ramón Hermosilla Abogados and Latham & Watkins LLP have been also legal advisors in this transaction.

Multiply Group achieved strong performance in 2024 across key metrics, which was reinforced by its market-leading position across the mobility, media, and beauty sectors. The Group’s revenue surged 56% year-on-year, exceeding the AED 2 billion mark, and was propelled by double-digit organic growth across all verticals, resulting in Group EBITDA growth of 15% reaching AED 1.9 billion.

• Industry veteran E. Yuri Hermida appointed Chief Executive Officer, effective March 12

RICHMOND, VA, February 19, 2025 – Sauer Brands Inc. (the “Company”), a scaled platform of leading condiments and seasonings brands, today announced the completion of its previously announced transaction in which Advent International (“Advent”), a leading global private equity investor, has acquired Sauer Brands from Falfurrias Capital Partners (“Falfurrias”). Terms of the transaction were not disclosed.

“We are thrilled to welcome Sauer Brands into our portfolio and build upon the success the Company has already achieved to date,” said Tricia Glynn, a Managing Partner at Advent. “Our aspirations are to enable even more consumers to discover and fall in love with Sauer’s brands, including Duke’s Mayo, Mateo’s Gourmet Salsa and Kernel Season’s.”

In connection with the close of the transaction, Sauer Brands also announced that E. Yuri Hermida has been appointed as the Chief Executive Officer of the Company, effective March 12. Hermida brings decades of proven experience in building and scaling consumer brands, including most recently serving as EVP, Chief Growth and Strategy Officer of Constellation Brands, a leading beverage alcohol company. Hermida previously served as President of Sovos Brands, a consumer-packaged food company focused on acquiring and building disruptive growth brands, and as Executive Vice President of Reckitt, a multinational producer of consumer goods in the health, hygiene and nutrition categories, where he oversaw the company’s multibillion-dollar North American Hygiene business.

As previously announced, Todd Lachman, a seasoned consumer packaged goods executive, has joined Sauer Brands as Chair of the Board of Directors.

“Now that the transaction is officially complete, we are thrilled to welcome Yuri to drive an ambitious growth strategy in concert with an accomplished leadership team for Sauer Brands,” said Todd Lachman, Board Chair of Sauer Brands. “With Yuri’s deep expertise and proven track record in leading and growing multibillion-dollar brands across geographies, we will be well-positioned to catapult Sauer Brands into its next chapter of growth.”

“I am honored to join Sauer Brands at such a pivotal time and am excited to partner with the talented Sauer team and Advent, a proven investor in the global food space,” said E. Yuri Hermida, incoming CEO of Sauer Brands. “I admire Sauer Brands’ legacy of delivering high-quality, flavorful condiments and seasonings that consumers trust and have kept going back to throughout its nearly 140-year history. As CEO, I look forward to building on this impressive foundation and expanding our reach to even more customers and consumers.

Morgan Stanley & Co. LLC served as lead financial advisor and McGuireWoods LLP served as legal advisor to Sauer Brands. William Blair & Company, L.L.C. served as co-financial advisor to Sauer Brands. Centerview Partners LLC served as financial advisor and Weil, Gotshal & Manges LLP served as legal advisor to Advent.

About Sauer Brands

Sauer Brands Inc. was founded as The C.F. Sauer Company in 1887, in Richmond, Virginia. The company produces a broad line of inspired flavors to excite and delight consumers including condiments, spices, seasonings and extracts. The company’s manufacturing facilities are in Richmond, Virginia; Mauldin, South Carolina; New Century, Kansas; and San Luis Obispo, California. The company sells well-known brands including Duke’s Mayonnaise, Kernel Season’s, The Spice Hunter, Mateo’s Gourmet Salsa and Sauer’s. Sauer Brands Inc. also produces high-quality private label products for the retail and away-from-home channels. Learn more at www.sauerbrands.com.

About Advent International

Advent is a leading global private equity investor committed to working in partnership with management teams, entrepreneurs, and founders to help transform businesses. With 16 offices across five continents, we oversee more than USD $93.5 billion in assets under management* and have made more than 420 investments across 43 countries.

Since our founding in 1984, we have developed specialist market expertise across our five core sectors: business & financial services, consumer, healthcare, industrial, and technology. This approach is bolstered by our deep sub-sector knowledge, which informs every aspect of our investment strategy, from sourcing opportunities to working in partnership with management to execute value creation plans. We bring hands-on operational expertise to enhance and accelerate businesses.

As one of the largest privately-owned partnerships, our 650+ colleagues leverage the full ecosystem of Advent’s global resources, including our Portfolio Support Group, insights provided by industry expert Operating Partners and Operations Advisors, as well as bespoke tools to support and guide our portfolio companies as they seek to achieve their strategic goals.

To learn more, visit our website or connect with us on LinkedIn.

*Assets under management (AUM) as of September 30, 2024. AUM includes assets attributable to Advent advisory clients as well as employee and third-party co-investment vehicles.

Media Contact

Leslie Shribman
Head of Communications, Advent International
lshribman@adventinternational.com

KAYALI to partner with General Atlantic to support next phase of growth as leading global fragrance innovator

United Arab Emirates, February 17 2025– Huda Beauty announces that it will sell its ownership in KAYALI, the fragrance business founded by Huda and Mona Kattan in 2018, which has since become a leading disruptive brand in the fragrance category. The separation comes after years of developing the brand in Dubai, establishing it as a globally renowned Middle Eastern brand recognized for its marketing, social media strategies, and delicious gourmand fragrances.

KAYALI’s face and the driving force behind its dramatic growth, Mona Kattan, will partner with General Atlantic, a leading global growth equity firm, to jointly own KAYALI post-sale and to support the brand’s ambitious plans of bringing the love for scent layering to the world. With General Atlantic’s investment, KAYALI will now operate as an independent company, marking a significant step forward in its journey.

Founded by Huda and Mona Kattan in 2018 under the umbrella of parent company Huda Beauty, KAYALI has rapidly become a disruptive force in the fragrance industry. Under the creative vision of Mona Kattan, the brand quickly evolved into a powerhouse, gaining global recognition for its unique approach to modern perfumery.

KAYALI’s partnership with General Atlantic will provide the necessary resources and expertise to accelerate the brand’s evolution while maintaining its authenticity, creativity, and deep connection with its community. Mona Kattan will continue her role as KAYALI’s CEO, leading the brand into its next phase of growth and transformation.

Additionally, Huda Beauty will fully redeem the ownership interest that TSG Consumer has held in it since 2017. With this move, Huda Beauty is making history as one of the few established beauty brands to return to full founder ownership. This decision reflects the brand’s commitment to growth on its own terms, while continuing to learn, evolve, and inspire within the beauty industry. Huda Kattan will continue to lead Huda Beauty, independently driving the brand to new heights as a global beauty powerhouse.

“This is such a pivotal moment for KAYALI, and we are very excited for the next chapter of Mona and KAYALI’s journey,” states Huda Kattan, founder and CEO of Huda Beauty. “It’s been such an amazing experience working so closely with Mona over the years – I have loved every minute of it, and I’m also so excited to see what the future holds as KAYALI continues to grow. I’m so unbelievably proud of Mona’s success and I’ll always be cheering her on!” 

“This is an incredibly exciting moment for KAYALI,” adds Mona Kattan. “From day one, my mission has been to create a fragrance brand that inspires confidence, creativity, and self-expression. As we transition into an independent company, our partnership with General Atlantic will unlock new opportunities, expand our global presence, and continue disrupting the fragrance industry with bold innovation.”

With both brands now charting their own independent paths, this marks the beginning of an exciting new era filled with possibilities, growth, and innovation.

Melis Kahya Akar, Managing Director and Head of Consumer for EMEA at General Atlantic, commented: “Fragrance is one of the fastest growing segments in the beauty industry, and KAYALI has redefined the sector through its imagination, authenticity, and emotional connection to consumers around the world. Mona has built something truly special – a brand that resonates across generations and cultures, enabling personalization and attracting both fragrance enthusiasts and newcomers to the category alike. We see immense opportunity for KAYALI to continue its growth journey as the brand expands its global community, unveils new products, and continues to push the boundaries of scent storytelling. We couldn’t be more excited to partner with Mona and her team on this next chapter as they bring these ambitions to life.”

Goldman Sachs International served as Huda Beauty’s financial advisor, and Gibson Dunn served as its legal advisor.  Skadden, Arps, Slate, Meagher & Flom served as Mona Kattan’s legal advisor.  Raymond James served as General Atlantic’s financial advisor, and Latham & Watkins served as its legal advisor.

This transaction is subject to regulatory approval.

About Huda Kattan

Huda Kattan, recognized as one of Forbes’ Self-Made Women in the US, a TIME’s 100 Impact Awards recipient, and one of the 100 Most Powerful Businesswomen in the Middle East, is the Founder and CEO of Huda Beauty, one of the fastest-growing beauty brands in the world. As a pioneering entrepreneur, acclaimed celebrity makeup artist, and leading beauty authority, Huda has always had a lifelong passion for beauty. This motivated the launch of her beauty blog in 2010, which became a top beauty blog in the world.

In 2013, with a $6,000 loan from her sister, Alya Kattan, Huda launched a range of viral false eyelashes exclusively at Sephora in The Dubai Mall (currently the #1 Sephora globally), while launching her namesake brand, Huda Beauty.

Driven by a commitment to quality, authenticity, and innovation, Huda Beauty has evolved from an influencer brand to a beauty movement. The brand has become known for inspiring transparency within the industry and encouraging the celebration of individuality and self-expression by empowering beauty lovers worldwide.

Over the years, Huda has been on a mission to challenge industry conventions and bring the brand’s ‘Beauty is Self-Made’ vision to life. Under her leadership, the company is focusing heavily on innovation and inclusivity and has stopped the use of filters and photoshop on their social media platforms. Their focus has been towards advocating for authenticity and transparency on social media, helping to set the standard for what’s real in beauty today.

Often referred to as the internet’s “beauty big sister,” Huda’s Instagram account is the most-followed beauty brand on the platform, boasting over 54 million followers. Her YouTube channel has accumulated more than 4.1 million subscribers, while her TikTok audience has grown to 10.5 million.

Regularly using her platforms to engage and involve her community, Huda continues to create one-of-a-kind beauty tutorials, viral tips and products, new beauty trends and spotlight other content creators, giving a voice to the broader beauty community. Under her leadership, Huda Beauty has become a global powerhouse, receiving numerous accolades and awards, including the Allure Best of Beauty Award, Glamour Beauty Award, and Cosmopolitan Beauty Award – recognizing the brand’s dedication to delivering the ultimate range of innovative products.

Today, with the rebrand and bold, yet approachable new logo, Huda’s entrepreneurial journey continues to support and inspire influencers and digital entrepreneurs. Huda has recently launched Huda Hotline, her first personal project since the launch of Huda Beauty. Huda Hotline is a raw and unfiltered podcast where Huda shares real conversations about beauty, success, and self-discovery, creating a safe space to challenge beauty standards and connect with her community on a deeper level.

Throughout her journey, Huda emphasizes the power of self-trust. With a dedication to her community and a clear vision for the future, Huda Beauty is poised to redefine the beauty landscape for years to come, driven by its mission to empower individuals with the philosophy that beauty is self-made.

About Huda Beauty

Huda Beauty’s mantra is that Beauty is Self-Made. Founded by leading beauty authority Huda Kattan in 2013, the brand has evolved to become a globally renowned beauty movement that challenges conventional standards and empowers beauty lovers worldwide. Known for inspiring transparency within the industry and creating iconic, innovative and cult-favorite products, such as the ICONIC Easy Routine – Easy Primer, Easy Blur & Easy Bake Setting Powder – the brand makes beauty accessible and fun for all. Driven by their community, Huda Beauty encourages a celebration of individuality and self-expression that goes beyond just make-up. Recognized for its commitment to quality, authenticity and innovation, the brand has also received numerous accolades and has been honored with prestigious awards, including the Allure Best of Beauty Award, Elle Beauty Award, and Cosmopolitan Beauty Award.

About Mona Kattan

Mona Kattan, an Arab American entrepreneur, is recognized as one of the most influential women in the fragrance industry and the Arab world. As the founder of KAYALI fragrances and co-founder of Huda Beauty, she has achieved remarkable success, dedicated to fostering inclusivity in beauty.​

After earning her bachelor’s degree in finance, Mona briefly worked in investment banking before embarking on her entrepreneurial journey. In 2009, she launched her first business venture, a PR and business consultancy, while simultaneously building her personal network and community.​

Mona’s ultimate passion, however, has always been fragrance. Known as the “Perfume Princess,” she has established herself as a leading figure in the fragrance world. With over 4,500 perfumes in her personal collection, she has been honored with the title of “Most Influential Social Media Personality” by The Fragrance Foundation in 2018.

Driven by her love for perfume, Mona launched KAYALI under Huda Beauty in 2018, reshaping the industry landscape through the art of layering and connecting people through fragrance.

Mona’s passion has built a global community of over 6 million followers across social media. Her expertise has been featured in leading publications such as WWD, Cosmopolitan, Vogue, POPSUGAR, Allure, Marie Claire, Elle and Harper’s Bazaar. She has also been named one of the most powerful women in the Middle East by Forbes in 2024 and 2025. Additionally, Mona has appeared on popular TV shows like Netflix’s Dubai Bling and Shark Tank.​

Beyond her role as a brand founder & CEO, Mona is an active mentor, speaker, and member of organizations like YPO, Founders Forum, and The Fragrance Foundation, continually shaping the future of the beauty industry.​

About KAYALI

Fueled by passion, KAYALI was founded in 2018 by beauty mogul and fragrance fanatic, Mona Kattan. Translating to ‘my imagination’ in Arabic, KAYALI is inspired by her rich Middle Eastern heritage and the art and rituals of layering scents to help you create your mood.  KAYALI collaborates with some of the world’s most renowned perfumers and sources the finest ingredients to create unique juices that are infinitely memorable, long-lasting, and cruelty-free. Each luxurious fragrance is an ode to true craftsmanship and tells a special story from the addictive notes to the multi-faceted jeweled bottles.

About General Atlantic

General Atlantic is a leading global growth investor with more than four decades of experience providing capital and strategic support for over 520 growth companies throughout its history. Established in 1980, General Atlantic continues to be a dedicated partner to visionary founders and investors seeking to build dynamic businesses and create long-term value. Guided by the conviction that entrepreneurs can be incredible agents of transformational change, the firm combines a collaborative global approach, sector-specific expertise, a long-term investment horizon, and a deep understanding of growth drivers to partner with and scale innovative businesses around the world. The firm leverages its patient capital, operational expertise, and global platform to support a diversified investment platform spanning Growth Equity, Credit, Climate, and Sustainable Infrastructure strategies. General Atlantic manages approximately $100 billion in assets under management, inclusive of all strategies, as of October 1, 2024, with more than 900 professionals in 20 countries across five regions. For more information on General Atlantic, please visit: www.generalatlantic.com.

About TSG Consumer Partners

Founded in 1986, TSG Consumer Partners, LP is a leading consumer-focused private equity firm with approximately $14 billion in assets under management. Leveraging the firm’s deep knowledge of the consumer, TSG partners with founders and management teams to accelerate growth and build iconic, best-in-class brands. Representative past and current partner companies include Summer Fridays, Mavis Tire, Dutch Bros Coffee, Chemical Guys, Canyon Bicycles, Revolve, Planet Fitness, IT Cosmetics, Think!, and Yard House. TSG has investment offices in San Francisco, New York, and London.

For Press/Media Enquiries please contact:

Marie-capucine Maloy
HUDA BEAUTY Global Vice President of Communications
marie@hudabeauty.com

Kara Davis
KAYALI Vice President of Global Marketing
kara.davis@hudabeauty.com

General Atlantic
media@generalatlantic.com

BOSTON, MA and RICHMOND, VA, January 6, 2025 – Advent International (“Advent”), a leading global private equity investor, today announced that it has signed a definitive agreement to acquire Sauer Brands Inc. (the “Company”), a scaled platform of leading condiments and seasonings brands, from Falfurrias Capital Partners (“Falfurrias”). Terms of the transaction were not disclosed.

Sauer Brands is a portfolio of leading brands, including Duke’s Mayo, Mateo’s Gourmet Salsa, and Kernel Season’s, among others. The Company is best known for Duke’s Mayo, a beloved mayonnaise brand with a rich history dating back to its founding in 1917. Today, Duke’s is the fastest growing scaled player in the mayo category and the seventh fastest-growing brand in the center of store.

“With a more than 135-year history, Sauer Brands has established itself as a standout player in the highly attractive condiments and seasonings categories. Despite its long history, we believe that the Company is still in the early innings of growth,” said Tricia Glynn, a Managing Partner at Advent International. “It’s easy to see why consumers have long been drawn to Duke’s differentiated taste profile and we are excited to share this well-loved brand with a growing consumer base. We believe that Advent’s extensive experience investing in growth consumer brands at scale will enable us to partner with Sauer Brands on an ambitious growth strategy, and we’re thrilled to welcome the Company to our portfolio.”

“I am thrilled to be joining a Company with a long history of delighting consumers with great tasting products and one-of-kind consumer favorite brands like Duke’s and Mateo’s,” said Todd Lachman, incoming board chair of Sauer Brands. “With their commitment to outstanding quality, the Sauer Brands team has delivered exceptional performance, and we are excited to partner with the team to support Sauer Brands’ continued growth.”

“Today represents another milestone moment for the evolution and future of Sauer Brands,” said Bill Lovette, Chief Executive Officer of Sauer Brands. “I share this achievement with our entire team, which has continuously raised the bar for our industry. With Advent’s strong industry track record, global network and operational support, Sauer Brands is in a position to thrive in its next chapter.”

“Over the last five years, we’ve had the pleasure of collaborating with Sauer Brands’ leadership team to drive meaningful growth,” said Chip Johnson, Partner at Falfurrias Capital Partners. “We are confident that the Company is strategically positioned for further success under Advent’s ownership.”

Advent has developed significant expertise investing in the global food space, and this investment demonstrates its continued enthusiasm about this category. Prior Advent investments include Sovos Brands (sold to The Campbell’s Company), Grupo CRM (sold to Nestlé), IRCA, an international leader in chocolate, creams, and high-quality semi-finished food ingredients, and Indian snack food producer DFM Foods.

Morgan Stanley & Co. LLC is serving as lead financial advisor and McGuireWoods LLP is serving as legal advisor to Sauer Brands. William Blair & Company, L.L.C. is serving as co-financial advisor to Sauer Brands. Centerview Partners LLC is serving as financial advisor and Weil, Gotshal & Manges LLP is serving as legal advisor to Advent. McGuireWoods LLP is serving as legal advisor to Falfurrias Capital Partners.

About Sauer Brands

Sauer Brands Inc. was founded as The C.F. Sauer Company in 1887, in Richmond, Virginia. The company produces a broad line of inspired flavors to excite and delight consumers including condiments, spices, seasonings and extracts. The company’s manufacturing facilities are in Richmond, Virginia; Mauldin, South Carolina; New Century, Kansas; and San Luis Obispo, California. The company sells well-known brands including Duke’s Mayonnaise, Kernel Season’s, The Spice Hunter, Mateo’s Gourmet Salsa and Sauer’s. Sauer Brands Inc. also produces high-quality private label products for the retail and away-from-home channels. Learn more at www.sauerbrands.com.

About Advent International

Advent is a leading global private equity investor committed to working in partnership with management teams, entrepreneurs, and founders to help transform businesses. With 16 offices across five continents, we oversee more than USD $88.8 billion in assets under management* and have made more than 420 investments across 43 countries.

Since our founding in 1984, we have developed specialist market expertise across our five core sectors: business & financial services, consumer, healthcare, industrial, and technology. This approach is bolstered by our deep sub-sector knowledge, which informs every aspect of our investment strategy, from sourcing opportunities to working in partnership with management to execute value creation plans. We bring hands-on operational expertise to enhance and accelerate businesses.

As one of the largest privately-owned partnerships, our 650+ colleagues leverage the full ecosystem of Advent’s global resources, including our Portfolio Support Group, insights provided by industry expert Operating Partners and Operations Advisors, as well as bespoke tools to support and guide our portfolio companies as they seek to achieve their strategic goals.

To learn more, visit our website or connect with us on LinkedIn.

*Assets under management (AUM) as of June 30, 2024. AUM includes assets attributable to Advent advisory clients as well as employee and third-party co-investment vehicles.

About Falfurrias Capital Partners

Falfurrias Capital Partners is a Charlotte-based private equity investment firm founded in 2006 by Hugh McColl Jr., former chairman and CEO of Bank of America; Marc Oken, former CFO of Bank of America; and Managing Partner Ed McMahan. The firm has raised $3.4 billion across seven funds and invests in growing, middle market businesses in sectors where the firm’s operational resources, relationships, and sector expertise can be employed to complement portfolio company executive teams in support of growth objectives. Falfurrias Capital Partners employs a proprietary, research-based process called “Industry First” to identify markets with durable growth trends, construct a thesis based on research findings, and partner with management teams and companies to create strategic value. For more information, visit www.falfurrias.com.

Media Contacts

For Advent International
Leslie Shribman, Head of Communications
lshribman@adventinternational.com

For Sauer Brands and Falfurrias Capital Partners
Steve Hirsch
Steve@hirschleatherwood.com

Oslo, Norway, 06 January 2025 – Global investment firm Carlyle (NASDAQ: CG) today announced that its Global Credit platform has provided a strategic capital package of NOK 2,750 million ($250 million) to Jordanes ASA (“Jordanes”), one of Norway’s leading brand houses. The financing will be used to finance a management buyout of Jordanes, led by co-founders Jan Bodd and Stig Sunde, as well as refinance the company’s existing indebtedness and fund its future growth.

Jordanes is an established Scandinavian brand house, focused on everyday products and services, with a diverse portfolio including more than 20 brands, spanning across foods, fitness and beauty, casual dining, as well as international brands. Since its inception in 2007, the company has continued to expand its portfolio to include iconic regional brands such as Sørlandschips, Synnøve, Peppes Pizza and Bodylab.

This strategic investment, led by Carlyle Credit Opportunities, will further consolidate the ownership of Jordanes’ co-founders, strengthen the company’s financial foundation by refinancing and extending certain existing indebtedness, and provide additional growth capital to accelerate Jordanes’ ongoing expansion through both organic growth and M&A.

Taj Sidhu, Head of European and Asian Private Credit at Carlyle, said: “We are delighted to provide this strategic capital package to Jordanes, and support the company’s ambition to continue expanding its well-diversified suite of iconic Nordic brands, which benefit from high levels of brand loyalty among its regional customer base. The transaction demonstrates our ability to provide flexible capital solutions for strong entrepreneur-owned businesses to accelerate their growth trajectory.”

Jan Bodd and Stig Sunde, Co-founders of Jordanes, said: “We are grateful for the support of Carlyle, which enables Jordanes to continue driving growth through its unique consumer offering and diversified portfolio of “local champion” brands. This transaction marks a significant milestone in Jordanes’ growth journey.”

This transaction follows the final close of the third Carlyle Credit Opportunities Fund (“CCOF III”) in December 2024, with $7.1 billion in investable capital.

Carlyle’s Global Credit platform manages $194 billion in assets under management, as of September 30, 2024. It regularly pursues investments in privately negotiated debt and capital solutions partnering with high-quality sponsors and leading family or entrepreneur-owned companies.

+++

About Carlyle

Carlyle (NASDAQ: CG) is a global investment firm with deep industry expertise that deploys private capital across three business segments: Global Private Equity, Global Credit and Global Investment Solutions. With $447 billion of assets under management as of September 30, 2024, Carlyle’s purpose is to invest wisely and create value on behalf of its investors, portfolio companies and the communities in which we live and invest. Carlyle employs more than 2,300 people in 29 offices across four continents. Further information is available at www.carlyle.com. Follow Carlyle on X @OneCarlyle and LinkedIn at The Carlyle Group.

About Jordanes

Jordanes was founded in 2007 by Jan Bodd and Stig Sunde and is today an established Scandinavian brand house focusing on everyday products and services. Jordanes owns and operates a diverse portfolio of iconic brands, including Synnøve, Sørlandschips, Peppes Pizza, Bodylab, and Backstube. In 2023, the Group had Revenue of NOK 6,466 million, approximately 2,700 employees, and 9 factories across Scandinavia.

Media contacts:

Carlyle:

Charlie Bristow

Tel: +44 (0) 7384 513568

Email: charlie.bristow@carlyle.com

Jordanes: 

Nikolai Steinfjell (CFO)

Tel: +47 975 44 712

Email: nikolai.steinfjell@jordanes.no