Supplement Group bought AWAKE Group for 15 million rubles.
The manufacturer of Dad and vitamins Supplement Group redeemed the main share in the company Awake Group, specializing in the contract output of household chemicals. The profitability of this business is 10-30%, but the market is highly competitive. The main motivation for the exit to it for Supplement Group can be business diversification.
SAPPLECTION GROOD LLC (operating under the Supplement Group brand) received 95% at Eveke Group LLC, follows from the Unified State Register of Legal Entities. Supplement Group confirmed the conclusion of the transaction without opening its amount. The seller of the share was Jeanne Nikitina, who had previously controlled 100% at Eveik Group LLC. Contacting her is not a removal to contact her. The founder of the Petroff Audit audit company Anton Petrov estimates a deal of 15 million rubles.
Supplement Group -Manufacturer of dietary supplements, vitamins and fitness-sneakers. The company has existed since 2015. In her portfolio, the brands of renovation cosmetics L! LU, vitamins Polzaboom, additives Protein Company. The beneficiary of LLC SAPPLECTION GROOD is Pavel Mamaev, according to SPARK. The company’s revenue in 2024 amounted to 541.7 million rubles, increasing by more than doubled per year. Net profit decreased by 61.5%, to 32.7 million rubles. Group production assets are located in the Moscow and Kursk regions.
OOO « Eveik groups » Created in 2019. The company is engaged in contract production of hygiene, professional and household chemicals in the city of Schelkovo, Moscow Region. The company’s revenue in 2024 amounted to 909 thousand rubles, decreasing by 93% a year by the year. Pure loss amounted to 318 thousand rubles. Against the profit of 817 thousand rubles. A year earlier. AWAKE Group also produces means for processing premises, surfaces and clothing with a disinfectant effect, cleaning and washing products, maintaining cleanliness in industries, and liquid soap.
As part of the AWAKE Group power transaction, Supplement Group in the Kursk region will be transported to the Supplement Group. RNC PHARMA Director Nikolai Bespalov calls the production of production in itself technically simple: only rooms are needed to install equipment. He considers the search for skilled personnel engaged in quality control, the purchase of raw materials: specialists will have to be transported or selected on the spot.
According to the Nielsen analytical company, natural sales of retail cleaning goods from the beginning of March 2024 to the end of February 2025 have increased by 5%year by year, body care by 9.4%, in the category of “health care” – by 9.6%. Wildberries recorded an increase in cash sales of household chemicals in the first quarter by 51% of the year. But Peter Bobrovsky calls these markets competitive: there are many both Russian and foreign players in the Association of Household Cosmetics, Cosmetics, Cosmetics and Hygiene. If the companies managed to establish regular deliveries of raw materials, the margin of its business can be 20-30% per year, otherwise – 10-15%.
185.6 billion rubles
The sales of dietary supplements through pharmacies and marketplaces were compiled in 2024, according to DSM Group.
Mr. Bobrovsky does not exclude that the acquisition of Awake Group capacities will allow Supplement Group to quickly respond to demand fluctuations. Mr. Bespalov believes that the profitability of the production of household chemicals and personal hygiene is lower than dietary supplements. But entering the new market allows the manufacturer to diversify the business. We are talking about the synergistic effect for the Supplement Group, according to the expert, can only go in case of separate positions, such as antiseptics.
It is the diversification of assets that can be the main goal of the Supplement Group. The conclusion of the mergers and acquisitions by buying small players is part of the company’s strategy: on its website there is a section on this direction. Last fall, the company purchased the manufacturer of Fitness Sneaks JUMP (see “Kommersant” dated October 14, 2024).
