capital D’s Acquisition of a Majority Stake in Invincible Brands


Goodwin advised capital D on the deal

Capital D, a London-based private equity manager, acquires social media influencer-led marketing and product development company. Invincible Brands, founded in November 2015, achieved more than €30 million in revenues in 2017 with healthy profitability. CatCap advised the shareholders of Invincible Brands on this transaction.

Berlin-headquartered Invincible Brands has sold a majority stake to capital D, a newly-formed pan-European private equity manager investing in mid-market leading companies which disrupt legacy business models.

Founded in November 2015, Invincible Brands has accomplished exceptional growth. The company sells its products from Germany into continental European markets, employs 80 staff and serves a customer base of 500,000 millennials.

Invincible Brands is a pioneer in social media influencer-led marketing to millennials who are now the largest addressable consumer group in the world. It creates innovative, high quality and natural health, beauty and fitness products from the ground up, using proprietary product development methods and a marketing platform that reaches more than 100 million women and men across the world on social media every month.

Invincible Brands’ influencer marketing campaigns are mainly delivered through social media such as Snapchat. This approach, both analytical and tailored to select influencers, combined with the company’s market intelligence, has yielded a consistently high return on marketing spend. By targeting customers’ preferences on social media and aligning marketing programmes with short new product development cycles, Invincible Brands has achieved a 100% success rate on more than 40 product launches to date.

Goodwin’s Frankfurt, London and Paris offices advised capital D with a team including Lars Jessen (Picture) and Heiko Penndorf, Felix Krüger, Martin Prokoph, Maike Hölty, Anja Maier, Markus Hiebel, Carolin Keferstein, Mark Soundy, Sarah Priestley, Laura Charkin, Michael Halford, Alexandrine Armstrong-Cerfontaine, Benjamin Yeoh, Josepha Humbert, Christophe Digoy and Edouard Baladés.

Involved fees earner: Lars Jessen – Goodwin Procter; Martin Prokoph – Goodwin Procter; Maike Hölty – Goodwin Procter; Anja Maier – Goodwin Procter; Markus Hiebel – Goodwin Procter; Mark Soundy – Goodwin Procter; Christophe Digoy – Goodwin Procter; Édouard Baladès – Goodwin Procter; Heiko Penndorf – Goodwin Procter; Felix Krueger – Goodwin Procter; Sarah Priestley – Goodwin Procter; Laura Charkin – Goodwin Procter; Michael Halford – Goodwin Procter; Alexandrine Armstrong-Cerfontaine – Goodwin Procter; Benjamin Yeoh – Goodwin Procter;

Law Firms: Goodwin Procter;

Clients: capital D;