I-Deal Development is pleased to announce the sale of the “BioGénération” brand to the “Les nouveaux Robinson” Group, both specialized in the distribution of natural and organic products.

Created in 1999, “BioGénération” has 12 own sales outlets in Paris Intra-Muros and generates sales of around €10M. Le Cédant has been able to develop a strong product and customer service approach, by structuring its model on store sizes of less than 300m².

Independently of the growth of the “organic” market in the broadest sense, this acquisition will enable Nouveaux Robinson, which until now had focused on development in the outskirts, to instantly gain market share, which will enable it to achieve sales of approximately €40 million by the end of 2010.

Frédéric Bonan and Thierry Bloch, representing I-Deal Development, with their experience in the organic market, were able to analyze and steer the merger between the two companies by quickly identifying the strategic challenges.