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Case Studies


The Fortia Group Advises US-Based Supplements Brand BeLive On $17,5m Exit To DE-Based PE Firm

What We Did

Founder and sole operator, John Li launched BeLive in 2017, offering wellness supplements in the form of premium gummy vitamins. BeLive quickly became an Amazon bestseller with several products reaching the #1 ranking.

With steady growth and an eye for new ventures, Mr. Li looked to exit in 2021 and approached a US-based broker to negotiate the sale. This turned out to be a mistake as the broker undervalued the brand and tried to rush through the process.

Unhappy with his experience, Mr. Li cut ties with the broker and mandated The Fortia Group to oversee the exit. Mr. Li had built a robust brand and we were able to tell the story of BeLive, highlighting the wins and the clear growth opportunities in a comprehensive CIM before taking it to market.

BeLive closed with a German PE firm for a higher amount than offered by the US broker –– and with more up-front versus deferred. This resulted in $ 2.5 million more in valuation. The process was quick and smooth, and Mr. Li was delighted with the outcome.

"In my experienced position, I signed a contract with a bad broker that did not respect my wishes. When I met with The Fortia Group, I was immediately impressed by their professionalism and integrity and decided to give them the mandate for my exit. The team is great to work with and I strongly recommend to eCommerce entrepreneurs to entrust Fortia with your eCommere exit."

John Li
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