Olsam is at the forefront of not only building one of the largest marketplace operators, but at the same time implementing a long-term roadmap through the brands we acquire and operational expertise we are continuously developing.

So, you might be wondering what type of brands we target at Olsam; our key focus is placed on synergies, brand equity and financial performance because with it, this allows us to take on defensible and promising brands where resources and focus can be placed on growth strategy as opposed to staying afloat and fending off intense competition.

Brand Equity can be summarised by (but not limited to) several factors that individually add layers of defence to a business:

• Recognised brand image (logo/brand name) with a story that connects the products to the brand. This can be seen in various metrics i.e. repeat purchase rate, low ad reliance and success of D2C channels etc.
• Product differentiation that separates a brand’s products from the wider category. In addition, IP is highly valued as it offers long-term protection on these product USPs.
• Highly rated products that are well received by customers with strong organic ranking that has been built steadily over time.
• Strong social following from loyal and engaged customers that can drive higher conversation rates of new buyers as well as from repeat purchasers.

Financial Performance:  

• Brands that have the potential to maintain secular growth at a healthy margin.
• Large potential market to grow into, i.e. new channels and regions, alongside flexibility of the brand to expand the product range into new categories.
• We note that, some strong brands have experienced headwinds as a result of cost inflation, capital constraints, competition etc – we at Olsam also value these opportunities as high value targets as a result of a potential turnaround scenario.

Synergies are realised over time from deploying an established value creation playbook and utilising Olsam’s operational infrastructure.

• Operational synergies exist across brand management, marketing, supply chain and finance and are unlocked as Olsam acquires brands in categories we target and look to build expertise in i.e. Sports & Outdoors, Pet Supplies, Baby, and Personal Care & Health.