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Approach - <br/>OUR APPROACH


OUR APPROACH

How we partner

We lead our businesses from the front. Winning in today’s competitive and fast-moving marketplace necessitates pushing boundaries and finding innovative ways to deliver differentiated, exceptional experiences to consumers. Against this objective, we ensure that our companies have the best management talent to execute the vision that we develop in a collaborative partnership, but we never forget that the responsibility for successful outcomes in our companies rests with us.

How we drive growth

We look for brands with untapped potential that we can unlock. We invest behind the embers of brand equity that have not been fully exploited and draw on our expertise and experience to drive forward-looking change within our companies in the pursuit of superior financial performance. Our strategies often include geographic expansion, category extension, product innovation or operating improvements. We have learned from years of experience that the critical levers for success are different for each of our companies and require a blend of art and science.



Approach - How we drive growth

How we drive growth

Geographic Expansion

Expansion into new geographies is one strategy that we pursue to drive growth by a business. For a variety of reasons, a company may lack the skill-set or the resources to expand within its existing markets or enter new ones. Lion Capital leverages its expertise in these activities to identify the most attractive regions and develop a strategic plan for operating successfully in these new markets.

  • AllSaints

    Measured expansion in new and existing markets has accelerated AllSaints financial performance. Under Lion Capital’s ownership, the company has implemented a program to help identify new store locations in select markets across Europe, Asia and North America. During this period, AllSaints has expanded in current markets with 59 new points of sale across North America and Europe, including new flagship stores in Los Angeles, Toronto, Paris and Amsterdam, as well as new locations in South Korea, Taiwan and Dubai. Plans to roll-out the brand into other new geographies are currently underway.

    See more about AllSaints >

  • Orangina Schweppes

    Driving international business expansion at Orangina Schweppes was an important component of Lion Capital’s growth strategy for the business. Under Lion’s ownership, the company established partnerships in Sweden and Norway and entered emerging markets in India, Vietnam, Russia and Ukraine. Orangina Schweppes also aligned the brand portfolio with a new strategy to focus on fruit-based drinks, specifically within the fast growing stills category, where acquisitions were also made in Portugal and France. 

    See more about Orangina Schweppes >

  • wagamama

    Under Lion Capital’s ownership, wagamama stepped up its penetration of current and new markets rolling out nearly 70 new restaurants worldwide.  The successful expansion led to strong and consistent sales growth and transformed the brand from a London-focused chain into an international restaurant brand.

    See more about wagamama >

For illustrative purposes only. For a complete list, please see Brands.

Category Extension

Branded consumer companies are sometimes able to drive growth through brand extensions, thereby offering consumers the brand they love in a new format or product.  Lion Capital has extensive experience working with companies to understand into which product categories a brand’s equity can be stretched with consumers and to develop category extensions that respond to a gap in the marketplace.

  • Bumble Bee Foods

    Under Lion Capital’s ownership, Bumble Bee Foods has pursued several initiatives to leverage its strong credentials in shelf-stable seafood into product assortments beyond the current offerings. Category extensions include the recently launched SuperFresh frozen range, a premium frozen seafood product.

    See more about Bumble Bee Foods >

  • ghd

    ghd is an iconic brand with an extremely loyal following among stylists and consumers. Under Lion Capital’s ownership, ghd has successfully launched the first of several new products to extend and broaden its range, including the Aura professional-standard hairdryer and the Curve range of curling tongs.

    See more about ghd >

For illustrative purposes only. For a complete list, please see Brands.

Product Innovation

Innovation is critical to maintain market leadership and brand equity with consumers; however, companies can sometimes become complacent, relying on the success of existing products. Lion Capital frequently reinvigorates new product development initiatives within the businesses under its ownership to augment top line growth and maintain brands' appeal.

  • Bumble Bee Foods

    Under Lion Capital’s ownership, Bumble Bee Foods has made an aggressive effort to drive innovation and is now at the forefront of innovation within the shelf-stable seafood category. The company has successfully launched several new concepts that meet consumers’ demand for healthy, tasty, convenient and affordable products, including a certified sustainable premium line of seafood and a retro-inspired canned tuna pack.

    See more about Bumble Bee Foods >

  • Weetabix

    Lion Capital saw the opportunity to drive growth by Weetabix through new product development especially in the ready-to-eat segment and with on-the-go breakfast solutions, drawing on Weetabix’s reputation for superior product quality and high nutritional profile. Under Lion’s ownership, Weetabix reinvigorated product innovation and brand development activities, launching several new products and range extensions including Weetabix Crispy Minis, Oatibix, Oatiflakes, Alpen Light Bars, Oaty bars and On The Go Breakfast Drink.

    See more about Weetabix >

For illustrative purposes only. For a complete list, please see Brands.

Operating Improvements

From time to time, Lion Capital will invest in a brand with a strong heritage but that has been severely neglected or so poorly managed that the business is in financial decline.  In these instances, Lion will often undertake meaningful change to the management, business processes, footprint and infrastructure of the company, in pursuit of improvement in the operations and financial performance of the business. 

  • AllSaints

    At the time of Lion Capital’s acquisition, AllSaints was operationally and financially challenged following a period of over-expansion. Lion took several material steps to turnaround the business that included wholesale change to the management team, a new distribution centre in the U.S. and rationalisation of the supplier base.

    See more about AllSaints >

  • Weetabix

    In addition to the recruitment of a new management team, Lion Capital pursued change in several areas operationally that led to improvements in manufacturing and corporate costs, logistics, and raw material purchasing. Operational improvement plans successfully led to significant cost reduction and simplification of Weetabix’s manufacturing and operational footprint. 

    See more about Weetabix >

For illustrative purposes only. For a complete list, please see Brands.