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Female-backed SPAC, Powered Brands, aims to create new beauty conglomerate after public listing


Katherine Power (left) and Dana Settle (proper) fashioned the SPAC Powered Brands to be the following international beauty conglomerate.

Source: Powered Brands

The SPAC craze rippling throughout Wall Street has largely disregarded ladies. But one group of feminine founders and traders is trying to change that.

A particular objective acquisition firm, or SPAC, referred to as Powered Brands priced earlier this month on the Nasdaq, below the ticker “POWRU,” with the purpose of making a new form of international conglomerate made up of sustainable and digitally centered beauty manufacturers.

Powered Brands was based by serial entrepreneur Katherine Power, who has launched a variety of beauty and wine manufacturers, and Dana Settle, founding companion at enterprise capital agency Greycroft.

Its bench of feminine executives and traders makes it one of many only a few SPACS to be based and funded by ladies. Power additionally presently serves as chief govt of Clique Brands, a world media and shopper manufacturers firm that she co-founded in 2007, which owns amongst different issues the stylish vogue web site for ladies referred to as Who What Wear.

Following a profitable public debut, Powered Brands says it is aiming to purchase between $800 million and $1.5 billion price of belongings. By reimagining what a world beauty conglomerate could be, it would compete with among the greatest, together with Estee Lauder, L’Oreal, Shiseido and Coty. The beauty enterprise has been heating up on the heels of Target and Kohl’s putting long-term partnerships with make-up sellers Ulta and LVMH-owned Sephora, respectively.

The U.S. status beauty business generated $18.eight billion in gross sales throughout 2019, in accordance to market researcher The NPD Group.

“We really feel like the SPAC is the perfect vehicle for this,” Power, who’s Powered Brands CEO and director, stated in an interview. “Historically, there haven’t been a lot of beauty companies that have gone public or have chosen to take that path. And it’s typically because they get bought up by a strategic before that happens.”

“There haven’t been a lot of great examples, but I think you’re going to start to see that changing because, ultimately, these businesses really make great public companies,” she stated.

SPACs have just lately surged in reputation, throughout many industries, capturing the eye and involvement from high-profile traders together with hedge fund supervisor Bill Ackman. Also referred to as “blank-check corporations,” SPACs should not a new acquisition car. They’ve been round for many years, enjoying a a lot smaller function within the investing panorama. But they turned mainstream in 2020, largely due to the uncertainty introduced on by the Covid pandemic.

In 2020, whereas there have been 194 conventional IPO offers elevating $67 billion — the very best 12 months since 2014, in accordance to Renaissance Capital — it was a good higher 12 months for SPACs, 200 of which raised about $64 billion. Already this 12 months, there have been as many SPACs as there have been in all of 2019.

SPACs are corporations with no industrial operations which might be established solely to elevate capital from traders for the aim of buying a number of working companies. Investors in SPACs can vary from well-known non-public fairness funds to the final public. SPACs have two years to full an acquisition, or they have to then return their funds to traders.

Powered Brands stated in its preliminary submitting with the SEC final 12 months that it was setting out to elevate $200 million, however ended up with greater than $1.5 billion in orders by the tip of its first pricing day, in accordance to Power.

“That showed us the opportunity for this industry, and that the vision was so compelling to the market that people were willing to step up,” she stated.

Greycroft’s Settle, who serves as Powered Brands’ chairperson, stated the SPAC will look to spend money on beauty, wellness and personal-care manufacturers. It has not but publicly disclosed any offers.

“Anything in a large addressable market that’s growing quickly; that has native digital expertise built into their DNA,” she stated. “We’re looking for clean ingredients and some level of sustainability. We’re looking for businesses that are built around diversity, inclusion and transparency.”

Some of Settle’s profitable exits at Greycroft embrace the 2019 IPO of The RealReal and the sale of Trunk Club to Nordstrom. She additionally presently serves on the board of administrators of Imax.

Credit Suisse is the only bookrunner on this SPAC deal.

The current SPAC explosion hasn’t come with out some scrutiny, nonetheless. As extra blank-check corporations elevate cash and search offers, their sponsors might discover themselves below heightened stress to “differentiate their approaches and demonstrate returns,” McKinsey stated in a current evaluation of the SPAC market.

Former Goldman Sachs CEO Lloyd Blankfein additionally just lately on CNBC cautioned traders that the SPAC course of circumvents the rigorous due diligence of the conventional IPO course of.

But a few of Powered Brands’ traders see the SPAC’s technique to purchase up a number of manufacturers as a bonus.

“A lot of other SPACs are focused on being one product companies, with a multi-SPAC approach,” stated Mike Kuchmek at Schonfeld Strategic Management, additionally an investor in Powered Brands. “The next generation is much more focused on sustainable products and the Powered Brands team cared about ESG long before it was en vogue … and consumers are attracted to authenticity, not a large multinational trying to ‘buy ESG.'”

SPAC’s advisory board consists of Karen Cate, presently chief monetary officer and head of operations at on-line grocer Thrive Market; Kimberly Paige, present chief advertising and marketing officer for BET Network; and Brianna Mobrem, present president and CFO at Clique Brands.

Together, these ladies hope to get their fingers on what they are saying is a $2 trillion international well being and wellness market, and beauty and personal-care industries valued at greater than $500 billion, citing business analysts’ estimates.

“There’s a certain democratization of beauty that’s happening through distribution [channels] like Target — being able to walk in anywhere you shop and pick something up that might otherwise be considered prestige or luxury,” stated Power, who additionally based and leads the skin-care model Versed and the beauty model Merit. “The brands that understand that and can adapt to that are going to do really well.”



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