Beauty specific transaction support
Two established advisory businesses combined to provide unrivalled transaction and strategy support in the Health & Beauty category
Our approach
Our unrivalled beauty category knowledge enables us to expertly assess a company and its growth opportunities. Our transaction experience is international and typically covers transactions between €10m and €150m. Primary research is our main source of information with our wide network giving us quick access to key operators
Meet our team
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Fiona Glen - Category Director
Over 14 years’ experience in global beauty retailing, Fiona has held senior buying roles for major retailers including Superdrug (A.S Watson) and Tesco.
Fiona has extensive retail experience across commercial and marketing functions at both strategic and implementation levels in all beauty categories and frequently provides commentary on the industry to press and specialist publications.
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David Caden - Transaction Director
David has 20 years of global consulting experience focused on the consumer space. During this time, he has provided acquisition support to both financial and strategic buyers on transactions ranging in size from $5m to $4billion.
David’s clients have included investors like Aurelius, Bridgepoint and Epiris, as well as strategics of all sizes from SMEs to MNCs.
Prior to his consulting career, David worked as an investment banker for J.P. Morgan in Asia and Europe.
Combining the capabilities of two leading consultancy companies
CREDEN combines the transaction expertise of CADEN Strategy, a boutique strategy consultancy, with The Red Tree, a specialist beauty consultancy.
CREDEN integrates the names of the two parent companies to reflect the partnership.
Why Beauty?
Beauty has long been underserved in traditional advisory practices. There are positive trends in deal flow, exit multiples and innovation. This demands a more specialised, category-specific approach
Our services
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Transaction Support
Market appraisalIdentification and evaluation of targets
Pre-acquisition business planning
Commercial and vendor due diligence
Synergy and red flag evaluation
Post acquisition support
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Strategy Development
Corporate and Business Unit StrategyCategory, Portfolio and Brand Strategy
Route-To-Market Strategy
International Strategy
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Market Intelligence
Interviews with buyers, competitors, suppliers, industry commentators, etc.Synthesis of proprietary quantitative data
Review of other published information
“At Houlihan Lokey, I worked alongside David and his team for 18 months on a series of acquisitions for a mutual client … It was one of the best experiences I have had working with a strategy consultant - and we have worked with several leading firms. The quality of CADEN’s work is top-tier and their approach is highly collaborative”
M&A DIRECTOR, COCA-COLA EUROPEAN PARTNERS