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Erin Floyd
Apr 9, 2019
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Experienced Capital expands into beauty with stake in L:A Bruket

Translated by
Erin Floyd
Apr 9, 2019

Experienced Capital Partners has just entered into the capital of Swedish cosmetics brand L:A Bruket with a majority stake of 51%.

It is the first investment into cosmetics by the Paris-based fund, created in 2016 by Frédéric Boiousse; Emmanuel Pradère and Elie Kouby, and also its first in a foreign company. Notably, out of the 10 investments the company has already made, it is only the second in which it has decided to take a majority stake, the first having been in premium shirtmaker Alain Figaret in 2017.

The latest company to receive investment from Experienced Capital, L:A Bruket, even offers a washing-up liquid - DR

L:A Bruket, founded in 2008 by Monica Kylén and Mats Johansson, and whose remaining capital is held by its founders and individual minority investors, offers a range of cosmetic products manufactured in Sweden and inspired by Swedish spa traditions. With over 100 SKUs in skincare, body care and homeware, the company recorded turnover of 5 million euros in 2018. The brand is distributed in over 50 countries, including in the UK where it is stocked at Debenhams.

The investment by Experienced Capital will notably enable the brand to accelerate its digital development; its retail network and its entry into new markets.

“The DNA of L:A Bruket is at the heart of what creates brand success: conveying emotion with meaningful products. We are certain that this brand, which has global potential, is ideally positioned to accelerate and pursue a strong growth trajectory,” the founding trio of Experienced Capital said in a press release.

With this first cosmetics investment, Experienced Capital concludes its deployment and diversification of its first fund dedicated to accessible luxury. This first investment vehicle, which has raised 78 million euros, has made 10 investments, most of which have been in fashion labels: Sessùn; Le Slip Français; Balibaris; Soeur and Maison Standards.

With its second investment vehicle, ECP II, Experienced Capital Partners is preparing to raise 150 million euros and is likely to invest in larger businesses with more varied profiles, which could include beauty.

Two new experts also recently joined the ranks of the team accompanying the brands within the portfolio that L:A Bruket has just joined. Namely, Vanessa Morel, an international development specialist, and Cyprien Schegel, a digital specialist.

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