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The business was established in 2008 and currently has sales of 1,1 Million Euro.
Brand and products:
The brand is well-known in the organic circles with an attractive appearance and design approach. It has a company blog with >5000 readers every months and more than 25.000 Facebook fans. The company is distributing an exclusive range of dedicated healthy and delicious organic foods under a well-known brand. Its products are produced, packed and labelled by a third party manufacturer. It was one of the very first companies to launch coconut water, coconut oil and coconut sugar in Europe. Today and in the future, the company's product portfolio is more diversified. New trendy products have been developed the last 2 years and are increasingly accepted by the market. There are currently two brands. One representing delicious organic food and another new one specialized in OTC health products. The company produces honest organic products that are not only healthy but also tasty and meet high sustainability and quality standards. "Our passion is to track trends and to be inspired by them."
Business model and team:
Everything from idea generation to purchase and turnover is managed from the Berlin office in the heart of Berlin. The production itself is largely outsourced to professional service partners. The company has no own production and could theoretically be managed from another place as well. The team currently consists of 7 employees including the owner who is also CEO: (4 full time and 3 half time. In a business with up to ten employees there is no dismissal protection in Germany.
Distribution of products:
The company offers a diversified European multi-channel customer base. The most important sales channel is the organic market in Germany and many other EU countries. More than 30% oft he turnover is achieved internationally, mainly in Switzerland, Spain, France, and in Eastern Europe. The products packaging includes always 4 or more languages. Amazon and other online retailers are becoming more and more important for distribution.
The business manages many clients in any normal week and has a modern merchandise management and a CRM system with a full customer database to handle everything. The systems are easy to understand and little training is necessary to integrate new or different employees. High quality service is important and customers always come first and the business has a high level of repeat business.
Yesterday, today and tomorrow:
After three years of approximately 100% growth from 2013 to 2015, the company had to deal with a decline in sales in 2016 and 2017, as the competitive situation had changed significantly and many of the low-priced coconut brands gained greater shares of total revenue in the market. With range diversification, cost optimization, own sustainable projects and the new OTC brand the company is currently growing again. There is currently no need to invest in new products as the investment has already been undertaken.
The demand for organic, healthy, and sustainable grown food in Europe remains very strong and there are plenty of opportunities to diversify the product range and to sell it tot he existing and to new customers. The current owner sees a strong opportunity in Eastern Europe where the organic movement is still small but is growing faster than in Germany and other countries. As the company has no own production and therefore a higher flexibility, the time-to-market is very fast. With a strong demand for existing and new products, a new owner contributing fresh ideas will have a fundamental advantage of building on this excellent platform.
Why does the current owner want to sell:
After 10 years the owner still enjoys the job, but feels that it is time to move on and to start a new project.
€16,800 per annum
Very attractive Berlin office.
There is a lot of potential due to the increasing demand for organic and premium products all over Europe. The multichannel -strategy allows to focus on distribution channels with more potential, for example Amazon. The owner sees a lot of potential in Eastern Europe where there is tremendous growth and less competition.
There is competition and the market is fragmented. However, margins are high and there is tremendous potential for growth when looking for example at Amazon's distribution of similar products in other countries. Some of the new products are exclusively available in the German market.
After 10 years the owner still enjoys the job, but feels that it is time to move on and to start a new project. He is interested in dispensing a majority shareholding as he really believes in the future of this business.
The current founder and CEO is offering any support and training necessary for a successful transition period.
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