DC Advisory Partners advised HALDER on the sale of ADA Cosmetics International to The Carlyle Group

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DC Advisory Partners advised HALDER on the sale of the portfolio company ADA Cosmetics International B.V. (“ADA”) to The Carlyle Group. Financial terms of the transaction were not disclosed.

ADA is the European market leader in premium hotel cosmetics and accessories. Hotel customers include well-known luxury hotels such as Brenners Park Hotel (Baden Baden), Etihad Tower (Abu Dhabi), Badrutt’s Palace (St. Moritz) and high-end chains including Relais & Châteaux, Steigenberger and Mövenpick. The Company also serves many other 4 and 5 star hotels and chains with its proprietary brands (e.g. Hydro Basic) as well as various licensed luxury brands such as Bulgari, Chopard, Bogner, and Lanvin.

ADA was originally founded in 1979 to sell customised soaps to German hotels. Today, from its production facility in Kehl, ADA covers all parts of the “value chain” from research & development, design, production, sales and marketing to logistics and serves more than 15,000 hotels in more than 50 countries through its worldwide sales and distribution network.

Commenting on the transaction, Wilhelm Könning, CEO of ADA said, “Carlyle has recognized that ADA is a high-quality business with significant growth potential, and their investment represents an exciting and progressive step for the Company. In partnership with Carlyle, we seek to leverage new opportunities in current and new markets, and to drive the continued growth and customer-focused innovation that the Company has consistently delivered.”

Sascha Pfeiffer, Managing Director of DC Advisory Partners Germany, added: “ADA is a unique investment opportunity for private equity as it offers both a highly recurring business model with attractive margins and significant future growth potential.”

DC Advisory Partners managed a competitive targeted sales process with only a limited number of private equity and strategic investors in order to maintain confidentiality throughout the process.

DC Advisory Partners acted as sole financial advisor to HALDER. Closing of the acquisition is subject to merger control clearance.