The parent company of Marvis has invested 50 million euros

Hualizhi acquired 30% minority equity of Ludovico Martelli, the parent company of Italian men's grooming brand promaso and high-end toothpaste brand Marvis, for 50 million euros. Nuo capital, a private equity fund owned by the Baozheng family in Hong Kong, announced the acquisition of a 30% minority stake in the parent company Ludovico Martelli of the Italian men's grooming brand promaso and the high-end toothpaste brand Marvis for 50 million euros. In the future, Nuo capital will help Ludovico Martelli's brands to continue to expand their international business, and help the brands to open up the Asian market with the help of their strong relationship network in the Far East. According to the agreement, Martelli, the founder family of Ludovico Martelli group, will continue to hold the controlling equity of the group and the management team will remain unchanged.

Founded in 1908 by an entrepreneur of the same name, nbspludovico Martelli, headquartered in Fiesole, Tuscany, Italy, is a personal care company mainly engaged in the R & D, production and sales of cosmetics and toiletries. In 1948, nbsp launched male grooming brand proraso. After years of development, proraso has become a leading Italian men's grooming brand, with excellent reputation in Germany, France, Spain and the United States. In order to better consolidate the company's position in the field of personal care, Ludovico Martelli acquired Marvis, an Italian aromatic toothpaste brand that can effectively solve the oral problems of smokers, in 1997 (known as "Hermes in toothpaste" by Chinese netizens). The company has developed a precise distribution strategy for Marvis in the overseas market, opening up market in China through social media. At present, the group has more than 120 employees with product footprints in more than 60 countries. About 30% of the sales are from international businesses. Its brands include: proraso, Sul Filo del rasoio, body care brands kaloderma, Sapone del Mugello, valobra and Schultz; oxy, hair care products brands Batist, prokrin, adorn and just for men; Erbaviva, baby and mother, Marvis, etc.

Thanks to Marvis's excellent performance in the Chinese market, the group's sales increased by 16% year-on-year to EUR 61.8 million in fy2017. (for details, please refer to the historical report of Huali Zhi: "Hermes in toothpaste" is popular with Chinese social media, and Marvis, an Italian high-end toothpaste brand, helped the parent company achieve sales of 61.2 million euros in 2017) Giovanni Galeotti, CEO of nbspludovico Martelli, said that Nuo capital will help the group speed up the international market by increasing marketing investment and acquiring specific brands Business expansion speed. Tommaso Paoli, chief executive of nbspnuo capital, believes that Ludovico Martelli is one of the most potential personal care companies in Italy, and they hope to help the group expand its international business faster and more efficiently. Nuo capital is a private equity company based in Milan. Its founder and chairman Stephen Cheng is the grandson of Bao Yugang, the founder of Bao Zheng group and a famous industrialist in Hong Kong. Mr. Bao Yugang founded global shipping group, the largest shipping company in the world. Up to now, Nuo capital has made eight investments. In 2018, luxuriant Chronicle reported that they invested in sozzi arredamento, an Italian luxury furniture group, artemest, an online shopping mall for handmade luxury goods, and slowear, a high-end leisure clothing group in Venice, Italy. (see the report for details: Nuo capital, a private fund of Hong Kong Bauer group, acquired 30% of the parent company of promemoria, an Italian luxury furniture brand; artemest, an Italian handicraft luxury online shopping mall, completed a round of financing of 5 million US dollars; Bao Yugang's grandson founded the fund to invest in slowear, a high-end leisure clothing group in vines, Italy) part from fashion, design and luxury, Nuo capital Also involved in the wine industry, in 2016, in cooperation with simest, the Italian investment bank, and holding Terra Moretti S.r.l, the holding company, acquired two Italian wineries, namely sella e Mosca in Sardinia and teruzzi & puthod in San Gimignano in Tuscany.  Investment bank GCA Altium, accounting firm KPMG (KPMG), studio chrea served as the financial adviser of Ludovico Martelli, law firm Gatti Pavesi Bianchi served as the legal adviser of the group; Nuo capital's financial adviser was Boston Consulting Company (BCG), accounting firm ey, and the legal adviser was Italian law firm Chimenti.