Industry:
Health and beauty products – eCommerce
The DVS Group Role:
Buyside Representation
The Buyer:
New World Natural Brands (“NWNB”) is a rapidly growing holding company investing in natural and organic products companies in the health and beauty space.
It is owned by EFR Inc., C3 Capital Partners, and a group of private investors. The company is led by Chairman Ed Ryan, COO Jim Watt, and CFO Robert Kurilla.
Jim said, “It’s exciting to grow the New World Natural Brands family by adding BaeTea. The company has done a tremendous job achieving growth in a short period and we are thrilled to have the opportunity to build on that success. I’m thankful that the current managers will continue to operate BaeTea after the deal closes, because it’s very important to us to be in partnership with founders after we make our investment.”
The Seller:
BaeTea is a lifestyle company selling health and beauty products online. The company owns the brands, BaeTea Teatox and BaeBody.
BaeTea Teatox is a blend of traditional organic herbs that aids in digestion. It is Amazon’s choice for Teatox solutions and has become one of the largest Teatox companies on the Amazon platform. BaeBody is a leading skincare retailer on the Amazon as well, selling retinol moisturizers, body scrubs and eye gels.
The BaeTea founders commented, “We are extremely proud of what we’ve built in BaeTea. This new partnership will help us continue to grow and we’re confident that we’ll be just as proud of what we accomplish as part of the New World Natural Brands family.”
The Deal:
Through our relationship with business brokers at WebsiteClosers.com, we were introduced to the founders of BaeTea. As conversations continued, it became apparent that BaeTea’s quality products, strong presence on Amazon, and established management team made the company an ideal acquisition opportunity for NWNB.
The transaction closed on March 19, 2018.
BaeTea’s management team will join the NWNB team and continue to operate BaeTea along with other opportunities in the NWNB family of brands.
NWNB will continue to pursue acquisition opportunities in the natural products personal care space as part of their strategic plan.
Jim said, “Our team at NWNB looks forward to connecting with more business owners who have put in the hard work to build a strong brand in this industry. As with the BaeTea deal, we plan to craft win-win transactions to continue each brand’s growth.”
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