Ambienta invests in LÄSSIG — products for babies and children
Milan/Munich/Babenhausen — Ambienta SGR SpA (“Ambienta”) is one of the largest European asset managers fully committed to environmental sustainability. The company has now acquired a majority stake in Lässig GmbH (“LÄSSIG”) in Babenhausen, Hesse, a leading supplier of functional, sustainable and innovative products for babies, children and the whole family in the German-speaking region and other European countries. The company was owned by financial investors, the founders Claudia and Stefan Lässig, and Karin Heinrich. Ambienta becomes the new majority owner, but the founders and Karin Heinrich remain significantly invested alongside financial investors.
LÄSSIG was founded in 2006 by Claudia and Stefan Lässig and today has more than 110 employees. The company started with innovative, sustainability-oriented diaper bags, which are still a successful product today. The product portfolio has been continuously expanded since then and today includes backpacks, accessories, toys, children’s tableware, clothing and much more in addition to bags. The products are sold in around 2,800 brick-and-mortar stores, 50 online stores and the company’s own online store at www.laessig-fashion.de.
The company is on a strong growth path and has used its strong presence in the DACH region (Germany, Austria, Switzerland) as a starting point for successful expansion into other European markets such as France and the Benelux countries. Ambienta will support further internationalization through its international network and know-how. In addition, Ambienta will work with the management team to drive the digitization of sales, processes and operations.
Based on Ambienta’s sustainable investment strategy, the focus of the investment in LÄSSIG is on resource efficiency and reduction of environmental emissions. The company is a pioneer in the implementation of a holistic sustainability strategy: even in the development of its products, LÄSSIG focuses on the economical use of resources, renewable and recycled materials, and durability. For example, the company uses sustainable materials such as organic cotton for two-thirds of its baby clothes and supports farmers in India in converting from traditional to organic farming methods. The company cooperates with recognized suppliers of recycled plastics to produce sustainable and durable products — from diaper bags to satchels.
LÄSSIG benefits from the switch to sustainable products in a market that is still dominated by conventional ranges today. In addition, the company has developed clear unique selling points through its focus on innovation and functionality. Thanks to this strategy, LÄSSIG has succeeded in building a strong brand with a very high level of trust among parents. The company and its products have received numerous awards, including the Plus X Award 2022 for sustainability, the German Brand Award 2021 and as a Top 100 Innovator 2022.
Hans Haderer (photo), partner and responsible for the DACH region at Ambienta, said: “LÄSSIG is an ideal fit for Ambienta due to its deep conviction in sustainable action and a successful growth and internationalization strategy. The company is not only a pioneer in innovations for family needs, but also in the economical use of resources, the use of recycled raw materials and product durability. We want to consistently expand this approach together with the founders and support the company’s growth strategy to the best of our ability with our network and experience.”
Founders Claudia and Stefan Lässig emphasized: “In Ambienta, we found the optimal partner for the next growth phase of our company. It was the special focus on sustainability and the outstanding expertise in the strategic development of founder-managed, medium-sized companies that ultimately tipped the scales. Both competences will decisively help us to become the leading outfitter for babies, children and families in Europe.”
Ambienta was advised on the transaction by Ommax on commercial due diligence, Houlihan Lokey on M&A (buy-side) and debt advisory, Noerr on legal and structuring due diligence, KPMG on financial and tax due diligence and ERM on ESG due diligence.
Ambienta is a European investor in environmental sustainability in private and public markets. From Milan, London, Paris and Munich, Ambienta manages assets of more than 3 billion euros. The focus is on investing in private and public companies that are driven by environmental megatrends and whose products or services improve resource efficiency and environmental protection. In the private equity sector, Ambienta has made 58 investments to date. In the public equity sector, Ambienta has launched one of the world’s largest absolute return funds fully focused on environmental sustainability and manages a full range of sustainable products from low-risk multi-asset funds to long-only equity funds.