Houlihan Lokey Advises Sunday Natural
Houlihan Lokey is pleased to announce that Sunday Natural, a leading D2C brand for premium vitamins, minerals, and supplements (VMS), has received an investment from CVC. The partnership aims to support the scaling and internationalisation of the business. Sunday Natural’s founder, Dr. Jörg Schweikart, will continue to play a pivotal role in the strategic development of the business and will remain significantly invested in the company. The terms of the deal are undisclosed.
Founded in 2010 and headquartered in Berlin, Sunday Natural is the fastest-growing brand for premium nutrition in German-speaking countries. Its unique formula is based on a wide range of premium products inspired by nature and its True Clean Label philosophy, which ensures quality, purity, and transparency at every stage of the value chain. With its own research and development team and more than 1,000 different products, Sunday Natural has the broadest and deepest assortment in the market.
Through its D2C platform, the company distributes its products to more than 1 million loyal customers annually, generating revenues of approximately EUR 100 million in 2022. This strong customer affinity and loyalty is a testament to Sunday Natural’s commitment to quality and has allowed the brand to become truly loved by its community.
“The partnership with CVC marks a significant milestone on Sunday Natural’s exciting path to becoming a global brand for science-based and nature-inspired nutrition,” said Dr. Schweikart. “CVC’s track record and partnership approach align perfectly with our growth ambitions and our commitment to the True Clean Label philosophy. The partnership will help us scale our operations and accelerate growth into new geographies. I am extremely proud of our team’s dedication and grateful for our community’s strong support.”
“Sunday Natural’s remarkable growth embodies our belief in shared success,” said Daniel Pindur, Managing Partner at CVC. “Our partnership goes beyond investment; we are thrilled to collaborate with Jörg and the team, combining our expertise and extensive networks to take Sunday Natural’s outstanding products global.”
Can Toygar, Senior Managing Director at CVC, added: “Sunday Natural operates in an exciting, fast-growing market that is benefiting from consumer megatrends around health and self-care. We strongly believe in Sunday Natural’s high-quality offering and its principles underlying the True Clean Label philosophy.”
CVC is a leading private equity and investment advisory firm with a network of 25 offices throughout EMEA, the Americas, and Asia, with approximately EUR 161 billion of assets under management. Funds managed or advised by CVC are invested in over 125 companies worldwide, which have combined annual sales of approximately EUR 130 billion and employ more than 450,000 people.
CVC’s successful track record of building better businesses alongside founders as well as its entrepreneurial expertise and extensive network were key to securing the partnership with Sunday Natural. CVC has been a major player in the German-speaking market for more than 30 years and has partnered with several businesses in which the founders and founding families are still involved. These include The Quality Group, a leading European player in the sports and dietary supplements market; Douglas, Europe’s leading omnichannel beauty destination; DKV, a leading pan-European B2B mobility service provider; and up until recently, Messer, a global leader in industrial gases.
Houlihan Lokey acted as the exclusive sellside advisor to Sunday Natural and its shareholders on its partnership with CVC and assisted in marketing, structuring, and negotiating the transaction as well as performing lender education on behalf of the shareholders. This transaction marks another essential milestone in Houlihan Lokey’s expertise in VMS and D2C/e-commerce, strengthening its strong positioning as a leading M&A advisor in both spaces.
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