OMMAX Advised L Catterton on the Successful Acquisition of IAFSTORE®

Munich, 17.07.2020

Founded in 2007 as an e-commerce distributor of third party products, IAFSTORE® has become the industry-leading online platform specialized in sport nutrition, food supplements, over-the-counter (“OTC”) and healthy products. In 2012, IAFSTORE® launched its first owned brand, Yamamoto®, which quickly became a food supplement leader, providing nutritional products dedicated to millions of fitness enthusiasts and athletes all over the world. Today IAFSTORE® has seven branded products under the brand names Yamamoto® Nutrition, Yamamoto® Research, IAFSTORE®, OneProtein, Alphazer®, Yamamoto® Active Wear, and Smile Crunch, offering a broad selection of high quality supplements.

In the preparation of the acquisition, OMMAX supported L Catterton with a digital due diligence, examining the digital market dynamics, e-commerce performance and value proposition of the two e-commerce shops. As part of the due diligence, OMMAX analyzed the digital market size and identified a fast-growing online interest for products in the Italian sports nutrition and supplements market. As most of the market players are brick and mortar retailers, the shift in consumption habits to digital provides an attractive opportunity for best-in-class e-commerce companies such as IAFSTORE® to establish a strong online business and engage with customers through digital channels.

OMMAX also assessed the digital competitive positioning of IAFSTORE® as well as the customer behavior based on Google Analytics and customer transaction data, including the calculation of customer economics (Customer Lifetime Revenues, Customer Acquisition Costs, Customer Lifetime Values). OMMAX further performed an in-depth assessment of the IT landscape and infrastructure, benchmarked the performance and identified significant value creation potential.