2015
Deal completed
2018
Exit
Consumer
Sector
01
Business
Web distribution of coffee products (machines, coffee, accessories)
MaxiCoffee.com is the leading pure player dedicated to coffee (coffee machines, beans, ground coffee, capsules, pods, accessories…). MaxiCoffee combines expertises in digital marketing, e-commerce management (sourcing, supply chain, SAV) and specialty coffee.
02
Strategy
Consolidate Maxicoffee’s leadership
Scaling-up a pure digital player on a niche market and unlock its strategic value for a big brick and mortar operator.
Entry
Primary MBO
2015
Exit
Trade sale to Daltys (portfolio company of 21 Invest)
2018
03
Value Creation Path
Structuring the company
• Workforce growth from 46 to 73 people within 2 years, over 25% CAGR in turnover
• Reorganization of top management to accompany this rapid growth: set up of a Management Board with 4 top managers, internal promotion of a COO and recruitment of a Head of Marketing executive
• Reinforcement of middle management: recruitment of several senior managers
• Set up of an incentive scheme for all employees
Scaling-up
• Launch of a Business Intelligence Tools project in order to master exponential growth of datas, critical for digital marketing -e.g. customer loyalty programs, customer acquisition channels, analysis of repeat business
• Reengineering of the warehouse to enhance supply chain: improvement of logistic flows, new packaging equipment
• Set up of a 2-year deployment project to prepare for the relocation of the company in a 2x bigger site.
Revenue
