Information on the Target

Alicorp, a leading multinational based in Peru known for its brands such as Don Vittorio, Alacena, and Sapolio, has acquired 100% of the shares of Jabonería Wilson, a historic Ecuadorian company with over 80 years in the home care and cleaning market. This strategic acquisition reinforces Alicorp's market presence and expands its operational footprint in Ecuador, furthering its commitment to growth in the region.

Founded in 1945 by Francisco Nussbaum, Jabonería Wilson has grown from a small family business into a key player in Ecuador's market with renowned brands like El Macho, Lava, Gol, Cierto, and Misty. As of May 2025, the company employed 389 individuals at its production facility in Calacalí, Quito. Jabonería Wilson has been a pioneer in sustainability, earning Carbon Neutral certification through initiatives such as transitioning from diesel to LPG and utilizing recyclable packaging. In 2024, the company's sales reached approximately USD 87 million, reflecting its established presence in nine out of ten Ecuadorian households.

Industry Overview in Ecuador

The consumer goods sector in Ecuador has shown robust growth, with increasing demand for household and personal care products. The local market remains receptive to innovation and sustainability, which aligns with modern consumer preferences. Brands like Jabonería Wilson have successfully tapped into this trend, leveraging their long-standing heritage and commitment to responsible business practices.

In recent years, Ecuador has witnessed an influx of investments in the consumer goods industry, signaling a healthy economic environment for businesses. The acquisition trend is indicative of broader consolidation efforts among local companies, aiming to enhance market share and operational efficiency. Moreover, the Ecuadorian market is characterized by a diverse consumer base eager for quality and innovative products.

With Ailcorp’s extensive distribution network, currently serving 50,000 retail locations within the country, the strategic integration of Jabonería Wilson is poised to create synergies that cater to the evolving preferences of Ecuadorian consumers. The positive reception of brands within the region further positions the industry for continued growth.

The Rationale Behind the Deal

The acquisition of Jabonería Wilson is a strategic move for Alicorp to not only solidify its presence in Ecuador but also expand its operations into neighboring markets, such as Colombia. By integrating Jabonería Wilson's established product lines with its own, Alicorp aims to maximize value for consumers and streamline efficiency across its operations.

Furthermore, the alignment of both companies in terms of sustainability initiatives and product innovation underscores the significant potential for collaborative growth. This move reflects Alicorp's commitment to enhancing its market share while maintaining a strong focus on corporate responsibility.

Information About the Investor

Alicorp, originally established as Clayton & Co. (ACC), is a powerhouse in the Latin American consumer goods sector, operating in seven countries with over 150 proprietary brands spanning various categories, including food, home care, and personal care. The company's evolution since adopting its current name in 1997 showcases its unwavering dedication to expanding its business verticals and pursuing growth opportunities across the region.

Under the leadership of CEO Álvaro Correa, Alicorp has pivoted toward innovation and strategic acquisitions to boost its market influence. The company is poised to leverage its established infrastructure to capitalize on Jabonería Wilson's strong local presence, thereby dynamically enriching its offerings in Ecuador and beyond.

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This acquisition by Alicorp signifies a promising investment opportunity. Not only does it enhance Alicorp’s portfolio with well-recognized brands, but it also positions the company to capitalize on Jabonería Wilson’s established market presence and consumer loyalty in Ecuador. The synergy between the two companies could lead to significant operational efficiencies, contributing to long-term financial success.

Moreover, both companies share a commitment to sustainability, which is increasingly important in today’s consumer landscape. This alignment could attract a more environmentally-conscious demographic, ultimately increasing market share and brand loyalty.

On the flip side, potential risks associated with mergers and acquisitions, such as integration challenges and marketplace competition, should be closely monitored. However, with strong strategic planning and execution, the acquisition can indeed provide a solid foundation for future growth in the Ecuadorian market and beyond.

In summary, this integration represents not just an expansion for Alicorp but also a forward-looking investment in a rapidly evolving industry. The deal aligns with broader trends in consumer goods, suggesting a potential to innovate and meet growing market demands effectively.

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