Deal Maker of the Year Awards 2013 WINNER - EDWIN BESSANT
DEAL: Juggernaut Capital Partners Invests in Ceuta Healthcare Group
NAME: Edwin Bessant COMPANY: Ceuta Group of Companies EMAIL:
edwin.bessant@
ceutagroup.com WEBSITE:
www.ceutahealthcare.com
DEAL OVERVIEW
The completion of the investment by Juggernaut Partners, L.P. (“JP”) in Ceuta Healthcare Group (“Ceuta”) in June, 2013 is recognition of Ceuta achieving a dominant position in the outsourced sales and marketing business in the UK and broader international marketplace. Ceuta selected Juggernaut, after being courted by numerous private equity firms from Hong Kong, Dubai, New York and London, as they had a phenomenal track record of success with outsourcing in the US and other investments and JP were flexible on their approach to finding the right investment solution for both the business and management team, as well as sharing the same global ambitions and visions.
Since being founded in 1994 by joint founders Edwin Bessant and Annette D’Abreo, each coming from high profile corporate businesses, Ceuta has demonstrated consistent growth in revenue and service offerings in the UK health and beauty sector; serving major clients such as Procter & Gamble, Unilever, Bayer, Boehringer, Sanofi, Fishermans Friends, Novartis and others. With its new partner and fresh capital, the Company expects to expand its base in the UK into ancillary markets to provide a broader array of services to its current and future clients. Leveraging its infrastructure and trade channel relationships, it will expand its existing grocery business and develop new field marketing capabilities while investing in unique approaches to shopper insights and marketing execution. On the international front, Ceuta is uniquely positioned with its International Alliance, started almost a decade ago and now reaching over 120 countries around the globe. The Alliance delivers solutions to manufacturers to help launch, develop and manage brands into new markets or take
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over businesses where the client no longer has sustainable critical mass within a local market. Ceuta expects to evolve affiliate relationships into a consolidated ownership strategy to build the first global sales and marketing company. The investment by JP marks the first step in an aggressive strategy whereby Ceuta will be able to offer its clients the ability to execute at a level that has previously not been available.
The ultimate conclusion of a global strategy will take a number of years. With the establishment of our partnership with JP, the next step was retaining a new CSO to lead the expansion effort, which has been completed with the addition of Robert Vesely.
seeking to extend themselves into international markets.
Mr. Vesely was instrumental
in the consolidation of the sales and marketing industry in North America and will help Ceuta dramatically scale up the business, increasing turnover and profitability. Ceuta believes that if it is successful in executing its long term plan, it will result in future partnering with a global sales and marketing agency that has a significant foothold,
FIRM PROFILE
Juggernaut Partners, L.P. was formed in early 2009 to build on the founders’ successful, focused investment approach by targeting middle market companies primarily in the consumer products and business services industries where the principals have extensive knowledge and experience. The fund differentiates itself from competing firms though it’s demonstrated ability to source transactions on a proprietary basis, and its proven record of building stronger and more operationally efficient businesses. Their goal is to be an involved and value added investor and strategic partner to the management teams and other stakeholders of our portfolio companies. JP is uniquely positioned to help Ceuta execute its strategy as its principals provided the source of the capital and vision behind the consolidation of Advantage Sales and Marketing, the first North American sales and marketing agency.
Edwin Bessant is the Joint Founder and Group CEO of the global-leading and multi-award winning Ceuta Group of Companies. Edwin’s career has been connected with global blue-chip companies including Cadbury Ltd, Wilkinson Sword & Pfizer Consumer (the world’s largest healthcare corporation) where he held several senior and leading positions across the business. Edwin completed a fast-track 2 year European programme at Pfizer Consumer, working across all aspects of the business [ Finance, Marketing, Sales, Logistics, Acquisitions & Disposals, European projects]. Edwin stepped away from the corporate life after he had a vision of creating a company which met an industry need. Ceuta was founded in 1994 and now has an enviable position of becoming a unique multi award winning global outsourcing healthcare business, managing and developing consumer household brands on behalf of global and medium sized corporations, through a number of added value services.
UK
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