4fresh

The online store 4fresh was created by Anton Kozlov with his wife Natalia in 2010. At first, the company sold only natural cosmetics, later household chemicals and food products appeared in the assortment.

History

2023: Synergetic bought 49% of 4fresh

The Russian manufacturer of detergents and cosmetics Synergetic has become the owner of a 49% stake in the 4fresh marketplace. This became known in early March 2023, however, as Forbes magazine noted, information about the change of ownership in the SPARK-Interfax system was registered on December 1, 2022. Prior to that, 100% of 4Fresh LLC belonged to its co-founder Anton Kozlov.

The company did not disclose the financial terms of the agreement. Investment manager of TilTech Capital Anna Slobodenyuk estimates it at up to 100 million rubles, taking into account the market situation in 2022, the lack of significant growth in 4fresh and its low profitability. The assessment of Infoline CEO Mikhail Burmistrov is more optimistic: in his opinion, the purchase amount did not exceed 200 million rubles. Ilya Puida, director of the phytochai manufacturer Floris, one of the 4fresh partners, estimates the deal at a large amount - 400-450 million rubles.

Synergetic bought 49% of the natural cosmetics and food marketplace 4fresh

According to Dmitry Ermolaev, general director of the Marketplaces analytics service, the 4fresh startup is needed by Synergetic as a platform for selling products. The company has acquired almost half of the site for the sale of its products, he states. In his opinion, thanks to the deal, the manufacturer can increase turnover, reduce commission costs and thus receive double benefits.

Ilya Puida believes that for Synergetic, buying 4fresh is a way to increase the audience. The manufacturer will be able to expand the range of healthy lifestyle products and increase its presence in this niche, he says, noting that this may be part of Synergetic's long-term strategy.^[1]

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