The Target

Founded in 2017, BeLive had already increased its sales by 165 percent last year and is a top seller on the Amazon marketplace with two products for Nutraceutical Gummies. BeLive’s products are designed to meet mineral and trace element needs. As the market-leading holding company for certified organic & biological nutritional supplements, BioneXX now plans to expand the trend to the German market and add four new products to its range.

The Transaction

This acquisition marks BioneXX’s fourth investment by shareholder FINEXX and its second investment with the support of boutique strategy consulting firm FOSTEC & Company. As one of the fastest growing companies in Europe, FOSTEC & Company advised the client FINEXX on the transaction with a commercial due diligence and a comprehensive analysis of the digital value chain and e-commerce activities. “We have been able to achieve gratifying growth within the BioneXX Group over the past two years. The analyses within the scope of the CDD as well as the developed growth strategy of FOSTEC & Company have supported us significantly in this regard. This has enabled us to expand BioneXX as an international competitor, gain a sustainable foothold in the USA in particular, while minimizing risks during the transaction,” says Matthias Heining, Managing Director of FINEXX GmbH about the cooperation with FOSTEC & Company.

The Target

PrimeUp is a German agency founded in 2017. PrimeUp’s clients include Amazon merchants as well as major brand manufacturers and D2C brands in the European market, but also in America.  With around 30 employees based in Hamburg, Germany, and Pune, India, it is one of the leading agencies for Amazon and E-Commerce. As a full-service e-commerce agency, the agency achieves a competitive edge for their customers primarily by developing and implementing excellent marketing and advertising concepts. PrimeUp’s core competencies include Amazon marketing, such as conception, consulting and execution of Amazon PPC and DSP advertising campaigns using PrimeUp’s proprietary buyQ® marketing technology, as well as content creation and marketplace management.

The Transaction

FOSTEC Ventures is a private investment company which focuses as a Company Builder on start-ups and SMEs in Europe.  In 2020 FOSTEC Ventures extended its portoflio in German-based IT companies in areas of technology-driven and data-driven advertising and media optimization. “We see a lot of synergies between PrimeUp core business and FOSTEC & Company activities, which focus in on high-class consulting services in E-Commerce and Digitalization. PrimeUp has already proved to be an expert in Amazon marketing and we see high demand on such services from our clients” said Markus Fost, Managing Partner of FOSTEC Ventures. FOSTEC Ventures portfolio includes more than 10 successful digital start-ups mainly based in Germany with a track of several successful exits.

The Target

The company Feelgood Shop, founded in 2003 and based in Venlo, the Netherlands, was the first online store (www.feelgood-shop.com) for natural nutrients in German-speaking countries when it was founded, where it remains one of the leading suppliers of high-quality, certified organic food supplements and vital substances. The product range mainly comprises quality products on a natural basis – including vitamins, minerals, superfoods, vital substance concentrates, anti-aging and diet products as well as sports nutrition such as muscle building products. With around 20 employees, Feelgood Shop is growing steadily.

The Transaction

The strategy consulting boutique FOSTEC & Company with its team around Managing Partner Markus Fost comprehensively supported the client Finexx in the transaction. The consulting included the Commercial Due Diligence including the analysis of the digital value chain as well as all E-Commerce activities. “The analyses within the scope of FOSTEC & Company’s CDD opened our eyes to the opportunities and challenges of Feelgood’s E-Commerce market. We thus invested with full awareness of the opportunities and challenges and were able to significantly minimize our risk in the transaction,” says Mathias Heining, CEO of Finexx GmbH about the collaboration with FOSTEC & Company.

The Target

all4golf is the largest European online retailer for golf equipment and has been offering golfing products to customers in Germany and Europe for over 30 years. The retailer has had an online store since 1998. Today, all4golf sells over 20,000 items and operates one of the largest golf ranges in northern Germany in Hanover.

The Transaction

The strategy consulting boutique FOSTEC & Company comprehensively supported the client AFINUM in the transaction. The consulting included the commercial due diligence including the analysis of the digital value chain, the verification of the leading position in the online golf market and the elaboration of the performance improvement potential based on the current e-commerce maturity level. In addition, the growth potential presented in the business plan was examined and additional management potential quantified.