EverYi Capital’s portfolio company, Belgian luxury chocolate brand Pierre Marcolini, has recently completed the sale of a majority stake to VM2 Holdings, a subsidiary of private equity firm MBK Partners.
VM2 Holdings currently holds the exclusive rights to operate Godiva in Japan, South Korea, and Australia.
Founded in 1995 by Pierre Marcolini, the brand was established after he won the prestigious World Champion of Pastry competition. Since its inception, Pierre Marcolini has been dedicated to sourcing the world’s finest cocoa beans to craft exceptional chocolate creations, positioning itself as a luxury brand in the confectionery industry. Today, Pierre Marcolini is an official supplier to the Belgian royal family and is recognized as one of the world’s most prestigious chocolate brands.
Investment and Growth in China
•. In 2013, French private equity firm NEO Investment Partners acquired a 47% stake in Pierre Marcolini.
•. In 2016, EverYi Capital recognized the brand’s exceptional craftsmanship and unique premium positioning.
•. With EverYi Capital’s expertise in local market operations, the firm co-invested with Pierre Marcolini and its shareholders to establish a joint venture in China.
Over the past seven years, EverYi Capital has actively supported Pierre Marcolini’s market expansion in China, taking a hands-on approach in developing and executing a 360-degree commercial strategy. The fund played a key role in:
•. Building the China business from the ground up
•. Assembling a local team
•. Launching retail stores
•. Executing marketing initiatives
•. Setting up import, export, and logistics infrastructure
With EverYi Capital’s operational support, Pierre Marcolini successfully expanded into Shanghai, Nanjing, Hangzhou, Beijing, Shenzhen, and Chengdu, opening eight directly operated boutiques in China’s most prestigious shopping malls. The brand also formed strategic partnerships with leading luxury brands, reinforcing its high-end positioning.
Transforming Pierre Marcolini into a Global Luxury Chocolate Brand
Through EverYi Capital’s strategic guidance, Pierre Marcolini achieved a remarkable 40% annual revenue growth rate in China. Today, China contributes nearly 15% of the company’s total global revenue, cementing Pierre Marcolini’s status as a truly international luxury chocolate brand.
With this transaction, VM2 Holdings has become the majority shareholder of Pierre Marcolini. The acquisition aims to leverage the brand’s strong growth trajectory in China and other global markets, further strengthening VM2’s luxury brand portfolio.
As of the completion of this deal, Pierre Marcolini operates 43 boutiques worldwide, including in Belgium, France, the UK, Monaco, China, Japan, and Dubai.
Founder Pierre Marcolini will continue to support the brand’s future development, emphasizing that this acquisition will accelerate its expansion across Asia.
About EverYi Capital
EverYi Capital is a private equity firm specializing in the consumer sector, founded in 2015 with offices in Shanghai, Hong Kong, and Taipei. The firm’s team comprises seasoned former AEA Investors Asia professionals and consumer industry experts, with over 40 years of successful investment experience.
With a strong foundation in the Greater China consumer market and a global investment perspective, EverYi Capital helps brands navigate the opportunities and challenges of the consumer industry.
The successful exit of Pierre Marcolini further validates EverYi Capital’s deep consumer insights, hands-on operational involvement, and strategic approach to brand growth. Looking ahead, EverYi Capital remains committed to identifying and investing in high-quality global brands, driving long-term value for both businesses and investors.
Original: https://mp.weixin.qq.com/s/y71q_5Xp4A95kyxX8zF7VQ (translated with ChatGPT)