By Mieke Meintjes
LVMH-backed equity firm L Catterton has announced it is creating the “largest multibrand specialty beauty retail platform” in Brazil with over 130 stores nationwide.
The deal brings together two long-standing Brazilian beauty retailers, Bel Cosméticos and Mundo do Cabeleireiro. Each chain offers curated assortments of beauty products at accessible prices and claims to have built a strong consumer base and a portfolio of regional brands.
“By combining [the two retailers’] strengths and leveraging our global beauty expertise, we believe the merged company is well positioned to become the partner of choice for both consumers and suppliers across the country,” says Ramiro Lauzan, a managing partner in L Catterton’s Latin American Fund.
According to the firm, the merger will help create a stronger retail partner for beauty suppliers while expanding distribution opportunities for national and international brands. L Catterton hopes that stronger collaboration across supply chain links will lead to more effective product launches.
The two retailers operate in different regional markets in Brazil, which L Catterton says allows the new company to build a broader national footprint. The combined group is also open to selective acquisitions to help it grow and sees opportunities to open new stores to further expand its retail network.
