European pioneer in digital native brands and social commerce
Website invinciblebrands.com
Location Berlin
Sector Direct-to-Consumer
Investment date Jan 2018
Realisation date Sep 2020
Vectors of Disruption Millennial consumers, health & wellness, social media
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4x
Sales in 2.5 years
-
4x
EBITDA in 2.5 years
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5 brands
Created
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9
markets with significant sales
Invincible Brands was the European pioneer in direct-to-consumer digital native brands in beauty and nutrition, leveraging social media and influencer-paid commerce across Europe from its headquarters in Berlin.
Why we invested: Invincible Brands had a highly differentiated and analytical approach to marketing spend and fast product innovation process leveraging deep consumer insights from c. 12,000 weekly client interactions, feedback from c. 1,200 influencers and 220 millennial employees leading to three to five month cycles for product launches
Our value-add: We worked extensively with the founders and management by focusing on the following value drivers:
- Brand authenticity: brand stories consistent with positioning, quality and price point;
- Cost optimisation: reconfigured logistics and supply chain;
- Professionalisation of the organisation: assisted in hiring experienced board member and brand managers, transforming the company from marketing products to managing brands;
- Focus on sustainability: packaging and ingredients; enhanced quality assurance and testing; staff diversity and inclusion; rigorous governance.
What was the outcome: Under Capital D’s ownership, Invincible Brands quadrupled sales and EBITDA within two and a half years and the business was sold to a strategic buyer in September 2020.
“I would like to thank our entire team at Invincible Brands, together with Capital D, for executing a phenomenal growth plan over the past two years.“
