Lion Equity Partners acquires Vivabox USA

By Deanna Utroske

- Last updated on GMT

Lion Equity Partners acquires Vivabox USA

Related tags Strategy

The Denver, Colorado – based private investment firm announced completion of the deal recently and now has plans to grow the cosmetics and personal care sampler box maker’s business organically and strategically by acquisition.

Vivabox is a fairly full-service sample box company. With headquarters in Gaithersburg, Maryland, Vivabox does business in Mexico, the US, and Canada. The company, essentially a marketing venture, makes co-branded and white label gift boxes as well as multi-branded sample boxes. 

As a press release about the Lion Equity deal explains, Vivabox “services include design and packaging management, complete box and bag content management, and logistics support through an international network of strategic partners….Samples within the package come from a crafted array of brands that fall under the same product category, with the goal of taking a complex category (e.g., perfume) and simplifying it for the consumer.”


For Vivabox the deal signals a next phase of growth. “We are very excited about our future,” ​Desiree Paquette, Vivabox CEO, says in the press release. “Our strength has always been seamless and scalable management of the entire process of delivering a unique product to clients. The combination of Vivabox’s consumer products expertise along with strategic direction and capital from Lion Equity positions our company extremely well for continued success.”

Lion Equity has plans to grow the Vivabox business both as it is now and by buying up other companies that will complement the existing business. “Vivabox is a dynamic, growth-oriented company with a long-standing reputation for delivering high quality products and services to some of the world’s largest retailers,” ​Tom Carney, operating partner of Lion Equity, tells the media. “We believe the company is well positioned for continued growth, both organically and through strategic add-on acquisitions.”

Carney believes the company is well positioned to be a go-to beauty box maker and one that handles the whole endeavour seamlessly for its clients. “We look forward to working with Vivabox’s management team to execute the company’s growth strategy. Vivabox has emerged as leader in the multi-branded sample box segment, and is uniquely positioned to provide true 'turnkey' solutions to leading brands and retailers,” ​he says.


Terms of the Vivabox – Lion Equity deal were not made public. But, Lion Equity outlines its overarching acquisition criteria online, and states that the firm “will consider acquisitions of middle market companies operating in a broad range of industries.”​  The industry-agnostic firm describes a “typical transaction [as one with] values of up to $50 million [and] revenues between $20 and $150 million.”

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