In preparation of the acquisition, OMMAX supported Essity with a commercial- and digital due diligence, focusing on the assessment of the digital market dynamics, Knix’s brand strength and digital capabilities as well as the resulting performance along the customer journey, its customer economics and (digital) marketing efficiency, complemented with a detailed business case validation based on these digital KPIs.
Knix and their teen brand, Kt by Knix, offer a broad assortment of intimate apparel, focused strongly on the growing category of leakproof apparel. The company has a strong presence in Canada and the USA, leveraging its positive and inclusive brand image to operate a successful direct-to-consumer business model complemented by six flag-ship stores.
Thibaut Saphore, Vice President Business Development at Essity, comments: “OMMAX effectively supported our due diligence, leveraging their deep commercial expertise in analyzing the dynamic market combined with their digital know-how assessing the brand strength and digital capabilities of Knix. We valued the close and productive collaboration with the OMMAX team in the process.”
Dr. Stefan Sambol, Partner at OMMAX, comments: "We would like to congratulate Essity on their successful acquisition of Knix. The close collaboration with the global and regional Essity teams was a great experience, characterized by a highly productive and open atmosphere. With regards to Knix, we are very impressed by the company’s ability to build and communicate an authentic and inclusive brand image and leverage this image for a successful D2C business model.”
Essity is a leading global hygiene and health company. We are dedicated to improving well-being through our products and services. Sales are conducted in approximately 150 countries under the leading global brands TENA and Tork, and other strong brands, such as Actimove, JOBST, Leukoplast, Libero, Libresse, Lotus, Nosotras, Saba, Tempo, TOM Organic, Vinda and Zewa. Essity has about 46,000 employees. Net sales in 2021 amounted to approximately SEK 122bn (EUR 12bn). The company’s headquarters is located in Stockholm, Sweden, and Essity is listed on Nasdaq Stockholm. Essity breaks barriers to well-being and contributes to a healthy, sustainable and circular society.
For more information, please visit: www.essity.com
Knix Wear Inc. (“Knix”) is a leading provider of leakproof apparel for period and incontinence. As a first mover in leakproof intimates, tops and activewear, Knix has established a particularly strong presence in its core markets Canada and the USA. Leveraging its positive and inclusive brand image, Knix operates a successful direct-to-consumer business model complemented by six flag-ship stores.
For more information about Knix, please visit: www.knix.com
ABOUT OMMAX – BUILDING DIGITAL LEADERS
OMMAX is a fast-growing digital strategy consultancy in Europe, specializing in transaction advisory, strategy and end-to-end execution of digital initiatives. The vision of OMMAX is building digital leaders in Europe with the overall objective of driving innovation and accelerating digital growth and profitability. Over the last 10 years, OMMAX realized 200+ M&A deals with >€15B deal value, and 800+ international value creation projects in 7 industries for leading private equity firms in the areas of strategy, digital operational excellence, advanced data strategy and analytics, tech and automation. As a front-runner for holistic data-driven strategy consulting and end-to-end execution, OMMAX is the leading consultancy within the European Private Equity sphere, specialized as both the architect and the executor of best-in-class value creation.
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