Jeantet advises Quadrivio Group on its acquisition of a majority stake in Les Secrets de Loly
Paris, 12 March 2025 — Jeantet advises Italian investment fund Quadrivio Group, which specialises in premium lifestyle brands, on its acquisition of a majority stake in Les Secrets de Loly, a pioneering brand in hair care for textured hair.
As part of this LBO, Quadrivio Group becomes the majority shareholder of the brand. Founder Kelly Massol is reinvesting significantly and retaining a stake in the capital, alongside the management team led by Carlota Thévenot, CEO of the group. The transaction is being carried out with the support of Weinberg Capital Partners and Three Hills Capital Partners as co-investors.
The aim of this transaction is to accelerate the brand’s international development and to continue the operational structuring of the group in support of sustainable growth.
Founded in 2009 by Kelly Massol, Les Secrets de Loly has become a reference brand in the market for wavy, curly, frizzy and kinky hair care. The brand is now distributed in pharmacies, select retailers and online, and benefits from an engaged community and strong brand awareness in the French market.
Quadrivio Group is a leading private equity investment firm with offices in Luxembourg, Milan and London, having collectively raised and managed more than €2 billion of assets. The group focuses on investments in the lifestyle and premium brands sectors, and this transaction marks its second majority investment in France, following its acquisition of a stake in the Marseille-based ready-to-wear brand Sessùn.
The Jeantet team involved in this transaction included Pascal Georges, partner, Marie Noppe, Nicolas Méheust and Kassio Akel Da Silva, associates, on the Corporate aspects; Gabriel di Chiara, partner, François-Xavier Simeoni, counsel, and Hugo Cherqui, associate, on the tax aspects; Caroline André-Hesse, partner, Juliette Hubert and Elsa Layani, associates, on the employment aspects; and Frédéric Sardain, partner, Maxime Seiller and Claire Allavena, associates, on the IP/IT aspects.
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