Invincible Brands GmbH & CoKG
Sector: Influencer Marketing / Consumer Goods
Country: Europe, HQ Berlin
Investment Year: 2016
About
Founded in November 2015, Invincible Brands creates consumer brands, markets them on social media through influencers and sells the products directly to consumers through its own e-commerce sites. The company targets female millennials typically, and designs and develops new products based on customers’ and influencers’ preferences. The manufacturing, warehousing and distribution are outsourced to suppliers in Germany. The company prides itself on short new product development cycles and a 100% success rate on references launched to date. Current geographical locations include Germany, France, Italy, Poland, the US and most recently it started sales in the UK, Spain, Romania and Hungary. At IB, people love creating innovative health, beauty and fitness products from the bottom up. Invincible Brands developed a unique formula of product development methods to test and ensure our products are top notch and live up to the highest customer expectations.
The marketing platform reaches over 100 million women and men across the world on social media every month. This powerful combination of greatest products and global social marketing defines our invincible brands.The company employs, currently, 200 employees in Berlin. IB Holding is lead-managed by Capital D. Here are some of the brands:
Since 2016 IB has grown its revenues to over EUR 100 million with very high profitability, making Invincible Brands one of the fastest growing companies in Europe and the most high-growth company in Berlin.
The group has moved to a new mature level: a stronger organisation with a larger talent bench and the ability to better leverage its brand incubation capacity. While Banana Beauty and Mermaid+Me are now reaching similar KPI figures as Hello Body and Natural Mojo in January 2018, the group launched 3 new brands in the Q1 2020 as planned: (a) GoodEasy launched its first products, a vegan meal in a bottle, in 3 flavours; (b) Skingood Garden offers 4 vegan nutricosmetics products to support beauty and well-being from within; (c) Cali for Tea introduced 5 vegan tea blends with fun and innovative flavours. The plan is to launch two more brands later this year, and most likely to abandon the least performing one among those just launched.
Investment Thesis
On 28th July 2020, the IB Holding Sarl sold 75% of its holdings of the brands Hello Body, Banana Beauty and Mermaid + Me to Henkel, one of the world’s leading FMCG companies. The investment company, through IB Holding retains a 25% participation in the three brands and a 100% ownership in remaining brands.