DEAL: Envie de Fraise joins the MK Direct Group

Established in 2006 in Paris by Anne-Laure Constanza, ENVIE DE FRAISE was one of the first fashion brands in the world to have been developed exclusively on the Internet, and the first to cater to expecting mothers. The company developed a disruptive business model based on control of value chain as well as digital agility. ENVIE DE FRAISE has opened its first showroom in Paris and has launched its international expansion (already amounting to 40% of its turnover) in southern Europe and especially Italy, where the brand is tremendously successful. Supported by its shareholders, including Amundi Private Equity, Generis Capital and Calao Finance, ENVIE DE FRAISE has registered historic growth over the last ten years of more than 50% a year. 

ENVIE DE FRAISE wishes to enter into a new phase of development and accelerate its growth by joining MK Direct, a leading provider of home linen with its two brands, LINVOSGES and Françoise SAGET. This operation will allow for the creation of a core business dedicated to digital mums within a group striving to be a leader in Europe amongst female consumers. Supported by Eurazeo PME, the group is also capitalizing on the combination of direct marketing and digital methods, pursuing its cross-channel transformation whilst accelerating its internationalisation. With a workforce of 540 employees, the new group represents sales figures of over €220 million, including more than 30% realized online. 

Anne-Laure Constanza, founder of ENVIE DE FRAISE, is partnering with Marie-Françoise Kerhuel, President of MK Direct, and Stéphane Poumailloux, CEO, joining MK Direct top management. Anne-Laure Constanza is investing personally along with the founders of MK Direct and Eurazeo PME, having been a majority shareholder in the group since May 2016.

EXPEN is advisor to the transaction.