Industry Insights
OMMAX advised Bencis on the successful acquisition of Höfer Chemie
OMMAX advised Bencis on the successful acquisition of Höfer Chemie
Höfer Chemie is a strongly growing online D2C household specialty chemicals brand, especially in Germany and France. Over the last years, Höfer Chemie grew consistently and profitably as it caters with its portfolio to the increasing demand for high-quality, consumable products for swimming pools, fireplaces and (technical) cleaning.
OMMAX advised Bencis with a commercial-, logistics, digital- and tech due diligence, analyzing market dynamics, digital capabilities and customer economics. A thorough benchmarking exercise against key competitors illustrated Höfer Chemie’s high degree of effectiveness in online marketing across channels and a highly optimized customer experience on marketplaces such as Amazon.
About Bencis
Bencis is an independent investment company that was founded in 1999 by Zoran van Gessel and Jeroen Pit. Bencis supports business owners and management teams in achieving their growth ambitions. The investment focus has been on strong, successful businesses in Germany, the Netherlands and Belgium for over 20 years. Experience and expertise in sectors such as industry and manufacturing, healthcare and leisure as well as wholesale and retail enables them to add true value. Bencis is currently invested in 30 businesses with a combined turnover of approximately 1.8 billion euros employing a total of 9,500 people. Bencis prefers to invest in businesses with an operating result of up to 50 million euros.
About Höfer Chemie
Höfer Chemie, founded in 1972 and headquartered in Kleinblittersdorf, is a Germany-based D2C e-commerce company focusing on producing and distributing household specialty chemicals as a vertically integrated player. The company sells pool chemicals, combustibles, and technical chemicals through their own web shop, Amazon and other marketplaces. With its 45+ employees, Höfer Chemie has built up a unique market positioning and strong brand reputation for high-quality chemicals, reflected in a high share of repeat customers with strong customer economics.
For more information, please visit: https://hoefer-chemie.de/
We very much enjoyed working with Bencis and the management of Höfer Chemie throughout the due diligence process. Höfer Chemie has shown a very good trajectory of organic growth in recent years with strong customer retention and economics driven by an constantly expanding product portfolio and favorable market trends. Going forward, the company will benefit from rising e-commerce penetration and its competence in digital marketing channels.
Dr. Stefan Sambol
Founding Partner