2 Minutes Read By Dr. Stefan Sambol

OMMAX Advised L Catterton on the Successful Acquisition of IAFSTORE®

#Digital Due Diligence#Nutrition

The digital strategy consultancy OMMAX supported L Catterton, the largest and most global consumer-focused private equity firm, on the acquisition of IAFSTORE®, the leading online supplements store in Italy and one of the major European players in this segment.

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.

OMMAX helped us to understand the digital maturity and the growth potentials of IAFSTORE®. We highly appreciated the digital transaction support and we are happy to welcome IAFSTORE® in our portfolio.

Fabio Cadeddu, Investment Director at L Catterton

About L Catterton

With approximately $20 billion of equity capital across seven fund strategies in 17 offices globally, L Catterton is the largest consumer-focused private equity firm in the world. L Catterton's team of nearly 200 investment and operating professionals with management teams around the world to implement strategic plans to foster growth, leveraging deep category insight, operational excellence, and a broad thought partnership network. Since 1989, the firm has made over 200 investments in leading consumer brands. L Catterton was formed through the partnership of Catterton, LVMH, and Groupe Arnault.

For more information about L Catterton, please visit: lcatterton.com

"It is a fantastic opportunity for L Catterton to benefit from the fast-growing e-commerce sector for food nutrition and supplements. IAFSTORE® is the market leader and achieved to build long-lasting customer relationships through digital channels. We are happy to have had the chance to support the L Catterton deal team on the transaction and congratulations to the team.”

Dr. Stefan Sambol, Partner at OMMAX


Headquartered in Brescia, Italy, IAFSTORE® is the leading Italian online supplements store and one of the major European players in this space. With four key sectors (drugstore, herbalist's shop, organic foods, and sports nutrition), IAFSTORE® is the leading online platform specializing in high quality sport nutrition, food supplements, over-the-counter and healthy products, which relies on a database of approximately 700,000 profiled customers across its two websites (iafstore.com and yamamotonutrition.com).

By Dr. Stefan Sambol

Contact an expert

Do you want to know more about our expertise? Get in touch!

Industry Insights

The Power of Digital Due Diligence: Assessing Digital Growth Potentials

Digital markets are based on other mechanisms than classic markets. Due diligence analyzes a business's present position and future potential. This [...]

Industry Insights

The perfect Sales Pipeline: A Six-Step Approach

In the dynamic landscape of today's tech-driven business environment, the efficacy of sales processes can either become lucrative cash-generating [...]

Industry Insights

5 lessons learned from over 2000 digital transformation projects

In the fast-paced realm of digital consultancy, where change is constant and innovation is key, the journey of digital transformation is often filled [...]

Industry Insights

The digitalized soccer fan: understanding the fan journey

Soccer not only takes place in the stadium, but has also long since become a digital market. In fact, the global sports technology market is expected [...]

Case Studies

ghd: Scaling digital marketing and sales performance holistically

As an innovative and premium brand for hairstyling products, ghd seeks to provide their customers with an at-home hair salon experience with [...]

Case Studies

DISTRELEC: Assessing digital and commercial readiness and implementing key value creation initiatives

Distrelec is a leading European B2B distributor of electronic and technical components with around 400 employees. Beyond its main markets of [...]

Case Studies

LucaNet: Unlocking marketing and sales efficiency

LucaNet, the market leader in Corporate Performance Management tools, offers certified software for the preparation of financial statements, financial [...]

Case Studies

Klafs: Transferring digitalization potential across the value chain

KLAFS is the leading sauna manufacturer in Europe in the premium segment. In 1952, Erich Klafs delivered the first Erich Klafs Sauna, the first [...]

Sign Up for the Newsletter

Development and Execution of a Customized Digital Growth Strategy