Three family beauty businesses—Superga Beauty, Naturopera, and Alfaparf—create a consortium to take over Eugène Perma in receivership proceedings.
WHO: The Eugène Perma group was founded in 1919 by Eugène Sutter, the hairdresser and inventor of the permanent wave. He bought the men's brand Pétrole Hahn in 1998. Didier Martin joined the company in 1984 and became its CEO in 1995 before becoming its majority shareholder. The brand's portfolio consists of Pétrole Hahn, Kéranove, Biorène, Eugène Color, Nat&Nove Bio, Laurence Dumont Institut, and Loua, as well as brands for professionals.
Alfaparf Milano is an Italian group that distributes hairdressing and beauty products in more than 120 countries via around 20 subsidiaries.
Naturopera was founded in 2013 by Kilian O’Neill and Geoffroy Blondel de Joigny and has seven socially responsible, organic, and natural brands, as well as over 120 products in the baby, feminine hygiene, and home care sectors. Naturopera products are sold in over 20 countries.
WHY: The company was placed in receivership on August 1 by the Paris Commercial Court. At the time the group said it has been "weakened" by "a succession of crises since 2018 after a supply chain problem" which was followed by "the health crisis and then inflation," all leading to "significant debt and deterioration margins." At the end of 2022, Eugène Perma "launched a process of seeking capital partnerships," but "last May, tensions with certain creditors" led to a breakdown in ongoing discussions, "which precipitated things."
IN THEIR OWN WORDS: “Naturopera is writing an exciting new chapter in its history. It is with immense pride that we welcome the emblematic brands of Eugène Perma. This takeover marks a major strategic step in our commitment to innovation and quality, strengthening our position as a leader in “made in France” perfumery hygiene. We are proud to carry this heritage, combining sustainability and excellence to offer our consumers an unrivaled experience in the world of hygiene, beauty and hair care,” said Geoffroy Blondel de Joigny and Kilian O’Neill, founders of Naturopera.
“We are three experts in our circuits, three family businesses guaranteeing sustainability and aligned with the values of the Eugène Perùma group. We are aware that significant work will need to be done on the three activities to restore momentum and dynamism to the group. The fact of acting as a team is for us a guarantee of resources and success: each trade is entrusted to dedicated experts who have made the commitment to invest themselves completely in the pursuit and maintenance of each of the trades," explains Leslie Bréau Meniger, President of Superga Beauty.
“The Superga Beauty group is carrying out an ambitious project, and we will demonstrate, as with our previous projects, our strength as well as our desire to transform a brand factory into a subcontracting factory, while preserving French know-how in cosmetics. This takeover will allow us to instantly increase our production capacities for care and hygiene products and to develop our know-how in coloring and stressed hair care," Meniger said. "I deeply believe in the success of this project. We demonstrated our commercial strength with the Cosmeurop takeover project. I believe in subcontracting and its development and in the desire of our customers to develop French manufacturing."
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