Overview

The company's key geographies are the Benelux, Germany, France and the UK with plants in the Netherlands (Vlijmen and Zeewolde), the UK (Bradford), Belgium (Ieper) and Germany (Gros-Rohrheim, Waiblingen and Jessenitz). 

Its main product categories include shampoo, bath and shower gels, body lotions and hand wash. The company sells its products through private label, contract manufacturing and own brands including Soft & Gentle, Provoke, Treaclemoon, Van Gils, Sanicur and Odorex. The company differentiates itself through its focus on quality and service, longstanding relationships with key customers and superior operational capabilities at its state-of-the-art facilities. We invested alongside management to drive the company’s international growth strategy.

How we add value 

Since our initial investment, Royal Sanders has grown its production facilities from a footprint of two to seven sites, operating across the Netherlands, Germany, Belgium and the UK. The business focuses on 10 major consumer product categories including hair care, body care, face care and bath, showers and handwash, and has expanded its brand portfolio from six to 14.

We have supported Royal Sanders’ international expansion, both organically and through entry into new markets. 

The business has now completed nine bolt-on acquisitions since we first invested in 2018 and has identified several further buy-and-build opportunities. 

Regulatory information
This transaction involved a recommendation of 3i Investments plc, advised by 3i Benelux.