Catherine Max has acquired Adele Sand, previously owned by BrandAlley. The operation was performed thanks to the support of its historical shareholder Yohan Ruso, Director of BrandAlley and ex-Director of Ebay France, and three investment funds (Serena Capital, Amundi and Seventure).

This acquisition is a part of the company’s new strategy: segmenting the offer around two showrooms. Catherine Max pursues its strategic positioning in high-class and luxury, essential to major luxury brands who would be reluctant to use the Internet in their commercial strategy.

“Luxury brands need confidentiality on their private sales. They do not want to post up their private sales on the Internet or be associated to other type of products”, says Yohan Ruso.

The new group targets sales of about 40 millions of euros from 2014, based on the reinforcement of its partnerships with brands producing ready-to-wear and accessories and developing new ones with jewelry and interior design brands. In the long run, Catherine Max would study the opportunity to further develop in others European cities.

Exclusive advisor of Catherine Max and its shareholders, Effective Capital has entirely structured the operation: opportunity analysis, business plan, organization of audits and closing supervision.