The Body Shop acquired for £207m with the help of OMMAX

As part of our 2023 Retail Week coverage, in association with Metrocentre, we look into AURELIUS’s acquisition of UK based omnichannel health and beauty brand The Body Shop for £207m.

As part of this landmark transaction, OMMAX conducted a digital and tech due diligence, providing focused insights into The Body Shop’s digital capabilities and value creation potential including the implementation of AI.

In preparation for the acquisition, OMMAX supported AURELIUS with a digital & tech due diligence and examined the effectiveness and efficiency of The Body Shop’s digital go-to-market approach.

This covered performance marketing, SEO positioning, and conversion rate optimization to target existing customers as well as acquiring new customers. Furthermore, OMMAX identified opportunities to leverage artificial intelligence for particular use cases along the digital value chain.

Stephan Rahmede, VP at AURELIUS, on the successful cooperation: “The OMMAX team’s in-depth analysis supported the identification of efficiency levers in the digital marketing domain, which will allow us to lift value creation potential in our holding period and support the stronger online proposition for the future.”

Max Kneissl, Partner of OMMAX, comments: “We would like to congratulate AURELIUS on their successful acquisition of The Body Shop, who pioneered the ethical beauty products movement. We are confident that under the stewardship of AURELIUS, the company faces an exciting opportunity to position itself with in increasingly digital footprint and follow other successful transformations that AURELIUS has led.”

This article is part of Bdaily’s 2023 Retail Week, in association with Metrocentre.

By Mark Adair – Correspondent, Bdaily

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