Information on the Target

Motion Equity Partners has made a private offer to Latour Capital for the acquisition of Atlasformen, a leading European multi-channel retailer of outdoor clothing for men. Founded in 1999 by Marc Delamarre, Atlasformen specializes in direct marketing and distribution of affordable, casual, and timeless men's apparel. The company's strength lies in its D2C sales model, which does not rely on physical stores and offers both offline (catalogs) and online (e-commerce) sales channels. As a result, Atlasformen has established itself as a significant player in the market, characterized by a robust business model and operational excellence.

In recent years, Atlasformen has experienced dynamic performance, with organic revenue growth from €189 million in 2018 to over €276 million in 2021. During this period, the company expanded internationally, successfully entering the UK (2018), Hungary (2020), Canada (early 2021), and the USA (late 2021). Currently, Atlasformen operates in 14 countries and continues to identify substantial growth opportunities.

Industry Overview

The outdoor clothing segment in Europe is increasingly competitive, driven by growing consumer demand for functionality and durability in apparel. The fashion landscape has seen a significant shift towards online shopping, which has been accelerated by recent global events that emphasize convenience and home delivery. Companies that can adapt and offer a seamless omnichannel experience are better positioned to thrive in this evolving market.

In recent years, many European outdoor clothing brands have reported steady growth as consumers become more health-conscious and environmentally aware. Sustainability and quality are now significant purchase drivers, and brands that prioritize these aspects have gained a competitive edge. This market trend is further supported by a rise in outdoor recreational activities, encouraging increased spending on outdoor clothing.

Regionally, Europe is a key market for outdoor apparel, with countries such as Germany, France, and the UK leading in sales. Companies are increasingly focusing on digital-first strategies, employing technology to enhance consumer engagement, and improve inventory management. This digital transition is vital for capturing and retaining market share amid changing consumer preferences.

The Rationale Behind the Deal

The acquisition of Atlasformen by Motion Equity Partners reflects a strategic move to strengthen its portfolio in the outdoor clothing sector. With a well-established brand and clear growth trajectory, Atlasformen is poised for continued expansion. Motion Equity Partners aims to leverage its expertise in consumer goods and D2C brands to facilitate Atlasformen's ongoing digital strategy and bolster its North American presence.

This deal aligns with Motion Equity Partners' commitment to invest in companies that demonstrate robust operational capabilities and potential for international growth. By acquiring Atlasformen, the firm can support the brand in optimizing its operations, enhancing its product offerings, and scaling effectively in new markets.

Information About the Investor

Motion Equity Partners, established to focus on the consumer sector, has a strong track record of successfully investing in D2C brands and facilitating their international expansion. The firm operates several funds, with Motion IV being the latest, raised in 2021. Motion Equity Partners brings extensive expertise in driving growth and fostering innovation within its portfolio companies.

With a deep understanding of the changing dynamics of consumer behavior, the firm is well-positioned to guide Atlasformen through its next growth phase. Motion Equity Partners has a dedicated team that emphasizes strategic partnerships and operational improvements, ensuring its investments achieve sustained value creation.

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The acquisition of Atlasformen by Motion Equity Partners appears to be a sound investment, given the latter's proven track record and industry knowledge. Atlasformen's strong performance and market presence position it well for future growth, especially in the North American market. The company's initiatives in digital sales and international expansion create significant opportunities for scalability and profitability.

Motion Equity Partners' commitment to supporting Atlasformen's strategic expansion aligns well with current market trends favoring online retailing and sustainable fashion. The combination of Atlasformen's established brand and Motion Equity Partners' financial and operational expertise could pave the way for accelerated growth and increased market share.

Overall, this deal reflects a strategic investment that has the potential to yield substantial returns as both companies continue to navigate and capitalize on the evolving landscape of outdoor apparel. The ongoing transformation in consumer habits offers a favorable environment for Atlasformen to innovate and expand its offerings further.

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