The strategic merger consolidates NaturaBuy’s position as a market leader in hunting, fishing, and outdoor equipment, while strengthening its expertise in the high-end segment through the Goldfish group’s know-how. NextStage AM remains the majority shareholder of the new entity.
The transaction established a shareholding structure divided between three investor groups. Sodero and BNP Paribas Développement funds, historic shareholders of Ultimate Fishing, are reinvesting in the new entity. The executives of both companies – Laurent Frileux, Olivier Maury, and Dominique Papin for NaturaBuy, as well as Yannick Cordier, Bruno Pebe, Benoit LEBREC, and Jean-Marc CHIGNARD for Ultimate Fishing – are also joining the project. Finally, NaturaBuy’s historic investors, including its co-founder Olivier Occeli and Antoine Freysz, president of the Kerala Ventures investment fund, complete this shareholding structure.
Founded in 2007 by Yannick Cordier, the Goldfish group distributes over 50 brands and manufactures nearly half of the products it sells. Located in Morbihan, the company with 70 employees has also become known for developing and selling “red rods” designed by Tenryu, the renowned Japanese fishing rod brand. Its international reach is reflected in 15% of revenue generated from exports in 2024.
Led since 2021 by Laurent Frileux, NaturaBuy was created in 2007 by Olivier Occelli and Olivier Maury, with support from Antoine Freysz. In 2024, the e-commerce site generated a business volume of 11 million euros and relies on a significant community of 1.2 million registered members.
A few months before this transaction, NaturaBuy had also acquired Chronocarpe.com, a site specializing in carp fishing. These successive external growth operations allow the group to strengthen its leading position in hunting, fishing, and outdoor activities. The new consolidated group is expected to generate 40 million euros in revenue and employs 150 people. Its headquarters is being transferred to Belle-Île-en-mer, previously Ultimate Fishing’s headquarters, as part of this operation.
A multidisciplinary team from the Cornet Vincent Ségurel law firm, led by partner Pierre Lamidon, advised the buyers and executives on the legal and tax structuring of the transaction.
Participants
Target Company: Groupe Goldfish (Ultimate Fishing)
Buyers:
- Naturabuy: Laurent FRILEUX
- Nextstage AM: Grégoire SENTILHES , Arthur VIGNERAS , Emilio JOHNSTON
Sellers/ Reinvestors:
- Yannick CORDIER (Founder)
- Sodero: Romain ENGRAND , Cyriaque VIAUD , Romain BATAILLE,
- BNP Paribas Développement: Frédéric CONNAULT, Charles-Antoine DIONISI , Sophie HEMOND
- Bruno PEBE, Benoit LEBREC, Jean-Marc CHIGNARD
Debt: Caisse d’Epargne Bretagne Pays De Loire, Banque Populaire Grand Ouest, Caisse d’Epargne Midi-Pyrénées, Caisse de Crédit Mutuel de Quiberon.
Advisors
Buyers’ Attorney: Cornet Vincent Ségurel
- Corporate M&A: Pierre LAMIDON , Sabrina LEMARIE
- Tax Law: Pierre LAMIDON, Lucas DESILES
Buyers’ M&A Advisor: Vulcain (Thierry FALQUE-PIERROTIN , Benoît PETIN , Amaury CAVE , Tom COUSSY)
Legal, Tax and Social DD: Cornet Vincent Ségurel (Pierre LAMIDON, Sabrina LEMARIE, Lucas DESILES, Angélique LEPIGOCHE)
Financial DD: Forvis Mazars (Pierre TCHERTOFF, Tom GEERLANDT)
Buyers’ Financing Attorneys: Nabarro Beraud (Jonathan NABARRO, Sarah SADEG)
Sellers/ Reinvestors’ Attorneys: Fidal (Jacques DARBOIS , Antoine DE BONNAFOS)
Banks’ Financing Attorneys: Cornet Vincent Ségurel (Mathieu Guignard, Angélique MERRIENNE)
