Acquisition of Grupo Silvio Santos’s brand to open new business vertical for Marques family’s pharmaceutical company
06/19/2024
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Cimed has accelerated acquisitions towards the goal of reaching R$5 billion in sales — Foto: Divulgação
The final touches are being put on the deal between Grupo Silvio Santos and Cimed for the sale of Jequiti to the pharmaceutical company owned by João Adibe Marques. Initially discussed as a majority stake purchase, the negotiations have evolved in recent weeks toward a complete acquisition. The remaining adjustments now revolve around the price.
“There was already a consensus on the price for the majority stake, and Cimed has detailed plans for the operation. When discussions moved to shareholder agreement details, it became clear to both parties that a complete acquisition was more appropriate,” said a source.
Jequiti is being valued at around R$450 million, equivalent to its revenue, according to Pipeline, Valor’s business website. While Cimed is seeking a discount and Grupo Silvio Santos is aiming for a premium, the final check is expected to be in this range, sources say. The agreement also includes facilitated brand exposure during prime time on TV channel SBT, similar to the current arrangement. The brand has been boosted on TV over the past decade by the show “Roda a Roda Jequiti,” attracting customers and consultants seeking prizes.
Mr. Marques has also reached an agreement with Governor Romeu Zema of Minas Gerais to establish a factory and distribution center for cosmetics in the southern part of the state, benefiting from tax incentives, Pipeline found.
Jequiti, which had years of financial losses, has now returned to profitability. The new owner will integrate a national distribution network, bringing products from one of the main medium-class brands to small neighborhood pharmacies in rural towns.
On the other hand, Jequiti brings Cimed a robust outsourced sales force: the brand’s consultants, a door-to-door strategy Mr. Marques had on his radar for vitamins, baby products, and hygiene and beauty items. Jequiti boasts a team of over 200,000 consultants, and Mr. Marques plans to launch this direct sales initiative in the second half of this year, using pharmacy stock in what he describes as “the salesperson outside the store.”
“This is transformational for Cimed. The company was already growing with consumer products in addition to generics, but Jequiti opens an entire new vertical,” said an executive familiar with the matter.
Experience with Carmed lip balms has shown that Mr. Marques knows how to sell consumer items: Carmed generated R$400 million in revenue in the second half of last year through collaborations and limited editions. The goal is to reach an annual revenue of R$1 billion from this product alone.
For the Jequiti transaction, Cimed is receiving legal advice from Machado Meyer, without a financial advisor. Grupo Silvio Santos is being advised by Bradesco BBI and Lefosse Advogados.
Cimed benefits from low leverage, with room for M&A, and low financing costs in the capital market. The leverage ratio is below 0.8 times, and the group recently completed its third debenture issuance. Distributed by XP Investimentos, it raised R$600 million with a DI rate plus 0.75% per year (less than half the spread of the previous issuance) and a five-year term.
Cimed, which grossed R$3 billion last year, aims to reach R$5 billion by 2025, bringing it closer to a potential IPO. The company has been courted by banks.
Both Cimed and Jequiti did not respond to requests for comments.
The original story in Portuguese was first published on Valor’s business news website, Pipeline.
*Por Maria Luíza Filgueiras — São Paulo
Source: Valor International