New Spirit Group

Investment Approach

New Spirit Group targets the premium and aspirational branded goods sector.
• The sector includes: apparel and accessories, personal care, healthy living, food and beverage, home, lifestyle, automotive and art.
• We believe the “premium” segment will outperform peers in the pure luxury or mass-market segments.
• We will invest only in industry segments in which we have deep experience.

We target companies in the small to mid market sector that require a step change to unlock value over a 3-5 year period.

We invest principally in development capital for majority and minority stakes in western Europe from our base in London.

New Spirit Group acts as an industry insider with operational credibility and sector expertise to work with management teams and build long-term value
• We aim to grow companies on a solid and sustainable base and are realistic about timeframes.
• We source, evaluate and structure investment opportunities.
• Put in place and monitor new strategies to deliver investment goals.
• We take hands on, active roles to support management in key strategic and operational areas.
• Plan, prepare and implement exits from investments to suitable buyers.

Targeted attributes for potential investments:
• Situational: strong brand positioning; quality incumbent management teams; turnaround situations looking for funding to support growth with or without management change.
• Expansion: established companies with potential for growth through broader product/service offerings; wider geographical coverage; e-commerce and new media; licensing and franchising.
• Operational rigour: potential for improvement through optimising business processes, tight cashflow management, investment in capabilities, setting clear and ambitious goals and ensuring delivery of KPIs.