Transaction Details

December 19, 2019


Consumer / Retail / E-commerce / Leisure

Deal Type

Mergers and Acquisitions, Minority Investment

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GCA Advises Ludovico Martelli on the Sale of a Minority Stake to Nuo Capital

GCA acted as financial advisor to the shareholders of Ludovico Martelli Srl, a leading Tuscan company in the Italian shaving market with growing international presence, on a minority sale to Nuo Capital, an investment holding dedicated to long-term investments in Italian family businesses.

Founded in 1908 in Florence by Ludovico Martelli, the company has been a landmark in the wet shaving market for three generations. Since its founding, Ludovico Martelli has become a leader in the personal care market, producing shaving foams, creams, toothpastes, shampoos, hair removal and bleaching creams, soaps and bath foams used around the world. Today Ludovico Martelli operates two production plants in Italy. The group markets its products in more than 60 countries, generating about 30% of its revenue abroad.

The choice of Nuo as a partner for growth reflects the holding’s deep-rooted presence in the Asian market and its long-term investment horizon, consistent with the commercial strategies of the Martelli family and the management team. Nuo's investment will allow Ludovico Martelli to accelerate its growth through the international expansion of its main brands, leveraging Nuo’s network and distribution expertise in the Asian market as well as its financial resources to enable add-on acquisitions of high-potential personal care brands.

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