Mayfair Equity Partners invest in Tangle Teezer

Arrowpoint Advisory has advised Tangle Teezer, the British manufacturer of innovative detangling, blow-drying and styling hairbrushes known for their unique teeth technology, on the investment by Mayfair Equity Partners.

Mayfair will hold a majority stake in the business. Additional deal terms have not been disclosed.

Founded in 2007 by Shaun Pulfrey, the business has grown to be a world-renowned brand, recognised for creating the detangling category, and swiftly becoming an essential product for personal and professional styling.

Recognising the international growth potential of Tangle Teezer, Mayfair is partnering with James Vowles, CEO, and his management team to support further product innovation and the international expansion of the business. Mayfair will bring decades of consumer and digital expertise, through which it will also assist the business with its channel distribution and digital strategy.

‘The Original’ hairbrush first launched by Tangle Teezer in 2009 helped to redefine the category with its unique ‘teeth’ technology and design, which is sized at £5 billion globally. It quickly gained global acknowledgement, winning global consumer and business accolades, including a Queen’s Award for innovation in 2012 and for International Trade in 2014.

The business was an early adopter of direct-to-consumer sales through ecommerce with over 50% of sales now occurring through digital channels. Today, Tangle Teezer is sold in over 75 countries around the world, with a broad range of tailored products for different hair types, with ergonomic designs underpinned by a global patent portfolio. Its products are sold through a highly complementary and proven omni-channel model, with a premium positioning in well-established international online and multi-channel retailers, including Amazon, Boots, Walgreens, The Hut Group, Target, Ulta, Superdrug, Sephora and CVS. 

James Vowles, CEO at Tangle Teezer commented: “The Arrowpoint Advisory team have really helped me and the rest of the management team throughout the process. Their advice, guidance and sector insight has been excellent throughout and they worked incredibly hard to find us the right partners for the next stage in our exciting journey.”

Shaun Pulfrey, Founder at Tangle Teezer, said: “The Arrowpoint Advisory team ran a very well-structured process helping me, as the founder, to navigate the inevitable ups and downs of a transaction calmly, professionally and always with patience. I am delighted with the result and very excited to be partnering with Mayfair on the next stage of the growth story. I really cannot recommend them highly enough, they were terrific!”

Simon Cope-Thompson, Managing Director and Head of Consumer at Arrowpoint Advisory concluded: “It has been a pleasure working with the whole team at Tangle Teezer. Over the last few years James and the team have worked with Shaun and Chairman Garry Watts to further establish Tangle Teezer as one of the sector’s standout performers, with huge growth potential. With Mayfair Equity Partners the business has a new partner whose deep sector experience will be instrumental in driving continued rapid international growth and helping further establish the brand across the haircare sector.”

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