Transformation Capital joins the shareholder base of Kubus Sports to support further growth

Transformation Capital, a Netherlands-based growth equity firm, has joined the shareholder base of Kubus Sports, a leading owner of premium sports equipment brands. Alex Cretier, current CEO and co-owner, will stay on and team up with Transformation Capital to seize opportunities that further strengthen Kubus Sports’ leading position in the niche sports equipment market.

As a hands-on investor, Transformation Capital will actively work with the management to boost Kubus’ global leadership as a premium house of brands in sports equipment. The aim is to accelerate Kubus Sports’ growth trajectory through internationalization, product portfolio expansion and strengthening its brand portfolio, as well as supporting the successful integration and growth of Naish, the leading water sports company that was acquired earlier in 2023.

Kubus Sports, founded in 1970 and headquartered in the Netherlands, has built a strong product and brand portfolio serving all-season sports such as kiteboarding, windsurfing, wingsurfing, SUP, foiling, sailing and wakeboarding, field hockey, padel and winter sports. The company is the owner of premium quality sports equipment brands across various markets, including Naish, STX, Prolimit, Storm, Ohana, Brabo, Brabo Goalie, Princess Hockey and Atom. Kubus Sports has a proven track record of building market leading brands through its in-house R&D, design, sales and marketing capabilities. In addition, Kubus distributes several other third-party brands such as Elan, Nitro, Giro and Red Bull Specs.

Alex will continue to actively serve in his management position and remain shareholder in the business. He expressed his enthusiasm about the partnership with Transformation Capital, stating: “I joined Kubus Sports in 1986, and since then we have made the transition from a seasonal business to a year-round operation together with a great team of dedicated Kubus Sporters. I am convinced that we can take Kubus Sports and its brands a lot further. We want to grow internationally and leverage on the strong brands in our portfolio, such as the world-renowned Naish brand. We want to be the best distributor and brand builder in our market segments. And to achieve this goal, we were looking for a partner that knows how to grow companies and brands in a sustainable way. I am stoked to team up with Transformation Capital as they have the required expertise and mindset to help us further accelerate our growth plans, while maintaining our entrepreneurial spirit and down-to-earth mentality.”

Transformation Capital specializes in building B2B companies with high-growth potential. The company focuses on digitalization, sustainability and human capital to build companies that are winners in their market segment. The team, with its diverse background and capabilities, is actively involved in the businesses it invests in to complement management and support sustainable growth. Gert Jan Hubers, partner at Transformation Capital, comments: “We are very enthusiastic about the opportunity to join forces with the Kubus team, a company that has been a market leader within the niche sports equipment market for years. We are eager to seize the opportunities for Kubus Sports that we have identified together with Alex and his team. Furthermore, we are confident that our skillset, our entrepreneurial network, and pragmatic hands-on approach can accelerate Kubus Sports’ growth. This marks the start of a new phase for company, where we will work together with management from strategy to execution, to further contribute to the success of Kubus Sports and its brands across the globe.”

Oaklins’ team in the Netherlands served as the exclusive sell-side advisor to Kubus Sports’ shareholders in attracting a new shareholder. This transaction emphasizes Oaklins’ profound expertise in the sports sector, as demonstrated by its extensive track record of successful mergers, acquisitions and divestments in the sports sector. On the back of this track record, Oaklins has detailed insights in sector dynamics, valuation trends, key personalities, as well as potential buyers and targets.