Avon va fi cumpărată de deținătorul The Body Shop cu 2 miliarde de dolari

Source: Financiarul.ro.

Natura Expands Its Portfolio with Avon Acquisition

The Brazilian cosmetics giant Natura, which already owns The Body Shop and Aesop, has announced its acquisition of Avon, a leading cosmetics distributor, for a staggering $2 billion.

New Corporate Structure and Market Impact

Following the acquisition, shareholders of Natura will control 76% of the newly formed entity, which is projected to generate annual revenues exceeding $10 billion. This merger will position the company as the fourth-largest cosmetics firm globally, boasting a network of 3,200 retail locations across 100 countries.

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Avon’s Transition in a Digital Era

In recent years, Avon has been working diligently to modernize its global operations, as the traditional door-to-door sales model has waned in popularity with the rise of e-commerce. In 2016, the company announced its relocation from New York to the UK, alongside a significant reduction of 2,500 jobs worldwide as part of a restructuring strategy. Concurrently, Avon divested its U.S. operations to the investment firm Cerberus.

In April, LG Household & Health Care reached an agreement to acquire both Avon’s shares and those held by Cerberus in the U.S. market.

Future Prospects and Challenges

Analysts from Brasil Plural suggest that Natura, with its similar business model, aims to establish itself as a global brand. However, they caution that substantial investment will be necessary to enhance Avon’s operations in Brazil, where the company already has a robust network of 2.2 million direct marketing consultants.

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Source: digi24.ro