Formed in 1952, La Boite Rose is a major player in “childbirth marketing”, specializing in connecting brands – primarily in the infancy sector – with future and young parents, through several physical and digital media (gift boxes, parenthood guides, web platform, etc.).
The group currently enjoys a leading position in five European countries (France, Belgium, Poland, Czech Republic and Slovakia), having a strong link with healthcare professionals and enduring relationships with major advertisers.
Its flagship product is the childbirth gift box, which has given its name to the company, containing samples, publications, good deals… and distributed free of charge by healthcare staff to parents on the birth of their child.
Context of the deal
A trusted partner of future and young parents for nearly 70 years, the Family Service group was taken over through an MBO in 2020 by its chairman Eric Depoorter, with the support of Axio as majority shareholder. The deal also enabled 5 key executives to become shareholders.
A benchmark player on the parenthood market in Europe, Family Service seeks to consolidate its very special positioning by developing its data and digital activities and by diversifying its offer to accompany to best advantage the arrival of a child.
In 2022, the group adopted the status of a mission-led company.
Key figures
1952 year
of formation
14 €M
of sales
5 countries
4000000
gift boxes distributed per annum
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