Finexx: Acquisition of Feelgood Shop by BioneXX Holding

10. Febru­ary 2020

Stutt­gart / Venlo — The Stutt­gart invest­ment company Finexx conti­nues to imple­ment the plat­form stra­tegy for the BioneXX Holding conti­nues: As part of a succes­sion plan, the Group, with the support of its majo­rity share­hol­der Finexx, has acqui­red the company Feel­good Shop based in Venlo, the Nether­lands, was acqui­red. Guido Gmei­ner remains Mana­ging Direc­tor at the e‑commerce plat­form specia­li­zing in natu­ral and orga­nic food supple­ments. The sellers of the wholly owned shares are private investors.

Feel­good Shop B.V. was the first online store ( for natu­ral nutri­ents in the German-spea­king count­ries when it was foun­ded in 2003 and is now one of the leading suppli­ers of high-quality, certi­fied orga­nic food supple­ments and vital subs­tances there. The product range mainly compri­ses quality products on a natu­ral basis — inclu­ding vitamins, mine­rals, super­foods, vital subs­tance concen­tra­tes, anti-aging and diet products, as well as sports nutri­tion such as muscle-buil­­ding products. With around 20 employees, Feel­good Shop is growing steadily.

“We are plea­sed to have contin­ued to successfully execute our buy-and-build stra­tegy in the nutri­tio­nal supple­ments space and to have been able to support BioneXX in this important acqui­si­tion,” said Finexx CEO Matthias Heining. “The market for health-conscious, orga­­nic-orien­­ted nutri­tion is booming, and the excel­lently posi­tio­ned Feel­good Shop will give BioneXX a new boost in growth, espe­ci­ally in online sales.” The invest­ment company Finexx, which supports medium-sized compa­nies in their growth with capi­tal, know-how and an exten­sive network, has built up a leading plat­form for certi­fied orga­nic and orga­nic food supple­ments in Europe under the umbrella of BioneXX Holding in recent years. The basis for this was the majo­rity share­hol­ding in the renow­ned GSE Vertrieb Biolo­gi­sche Nahrungs­­er­­gän­­zungs- und Heil­mit­tel GmbH and natu­rity Vertriebs­ge­sell­schaft mbH at the end of 2018. In the mean­time, the former L’Oréal-LOGO­COS brand FITNE Health Care and JUVENTA Health­care also belong to the group.

The new part­ner­ship with Feel­good Shop is inten­ded to streng­then product deve­lo­p­ment in the BioneXX Group, bundle purcha­sing and logi­stics compe­ten­cies, and expand online sales capa­ci­ties. Total sales at BioneXX are expec­ted to be around 20 million euros in 2020. For Feel­good Shop, the focus is on lever­aging previously untap­ped sales poten­tial in addi­tio­nal Euro­pean markets, while meeting the steadily growing demand for health-main­­tai­­ning and health-promo­­ting products with an even broa­der and bio-focu­­sed product portfolio.

A CMS team led by lead part­ners Dr. Hendrik Hirsch and Dr. Heike Wagner provi­ded compre­hen­sive legal advice to the share­hol­ders of Feel­good Shop on the struc­tu­ring, nego­tia­tion and tax struc­tu­ring of the transaction.

About Finexx
Finexx GmbH Unter­neh­mens­be­tei­li­gun­gen, based in Stutt­gart, is a consul­ting company foun­ded in 2013 that specia­li­zes in estab­lished medium-sized compa­nies. Typi­cal fields of acti­vity are growth invest­ment and acqui­si­tion finan­cing as well as the support of chan­ges in the share­hol­der struc­ture and succes­sion plan­ning. Finexx invests long-term funds (equity capi­tal of between 5 and 50 million euros), mainly in the form of majo­rity share­hol­dings, in compa­nies from the German-spea­king region, inclu­ding insu­rance compa­nies and pension funds. These have sales of EUR 10 million or more, a quali­fied manage­ment team, and can demons­trate sustainable earnings power and cash flow based on a successful busi­ness model.

The team has many years of indus­trial and manage­ment expe­ri­ence as well as profound know-how in the invest­ment sector — both are brought to bear for the successful further deve­lo­p­ment of compa­nies and in the asso­cia­ted change proces­ses. Finexx supports manage­ment by provi­ding active commer­cial and tech­ni­cal advice without inter­fe­ring with day-to-day opera­ti­ons, as well as a cross-indus­­try network.

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