BETJEMAN & BARTON acquired by MANAGEMENT & PRIVATE INVESTORS
Context
The Cluizel family, owner of the chocolate group Cluizel, acquired the tea brand Betjeman & Barton from the Italian coffee group Illy, owner of the Damman‑thés group. The deal is structured as a full‑control acquisition where Michel Cluizel takes over the Betjeman & Barton name, its Paris headquarters, and its network of boutiques, while retaining the existing management team led by General Manager Agnès Defontaine. The transaction enables the chocolate group to diversify into the premium tea and infusion segment, a category characterized by strong brand loyalty, relatively high margins, and opportunities for experiential and gifting‑oriented retail formats. Strategic rationale for Michel Cluizel includes cross‑selling potential, such as integrating Betjeman & Barton teas into selected Parisian chocolate boutiques and pairing tea‑driven experiences with Michel Cluizel’s premium chocolates and pastry partnerships, while also accelerating the tea brand’s international expansion using the chocolatier’s established distribution and know‑how.
BETJEMAN & BARTON, which reported an EBITDA margin of LOGIN in 2018, is valued in this transaction at an EV/EBITDA multiple of LOGIN, a level to compare with the average currently observed in the AgriFood sector (10.8x).
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Target
Betjeman & Barton is a French tea company and retail brand specializing in premium loose‑leaf teas, blends, and related products. Founded in 1919 in Paris by two British tea experts, the company has built a century‑long heritage around high‑quality, sourced‑direct tea offerings and a strong focus on in‑store and experiential retail. The brand operates a network of about twenty boutiques, with roughly half of these located outside France, including locations in Europe, Canada, Japan, and Malaysia, giving it a meaningful international footprint despite its relatively small scale. Betjeman & Barton focuses on a curated selection of orthodox teas, specialty blends, and luxury gifts, targeting a discerning, “aesthete” client base that values craftsmanship, storytelling, and origin‑based narratives.
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Historical Financials (EUR)
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REFERENCES
Revenue range: 0M - 5M EUR
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Authors: verified mynth contributor (mynth data is contributed by M&A / PE professionals and systematically cross-verified with private deal documents and official press releases).
Target: betjeman & barton