Built to Sell Radio Ep 473 Exit Story: How Grace & Stella Survived a $28M Setback to Sell for 5.8x EBITDA
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Dec 20, 2024 In this insightful discussion, Adi Gullia, founder of the global skincare brand Grace & Stella, shares his remarkable journey from a $600 investment to selling for 5.8x EBITDA. He opens up about the harrowing experience of nearly facing bankruptcy after a $28 million order fell through. Adi explores effective strategies for branding and distribution, the importance of normalizing financial statements for valuations, and navigating negotiations with multiple offers—all while managing the emotional toll as a new parent.
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Low Initial Investment
- Adi Guglia started Grace and Stella with a $600 investment in foot peeling masks.
- He initially sold them for $13.99 each, generating significant profit.
Competitive Landscape
- The beauty and skincare market is hyper-competitive, with frequent copycats and sabotage attempts.
- Differentiate through brand messaging, values, and community engagement.
Focus on Brand Image
- Focus on brand image and customer experience, rather than manufacturing details.
- Customers care about how a product makes them feel and who else uses it.