NEON advises Genuine German on strategic investment of Melchers

16 May 2023 | NEON has advised Genuine German, a Berlin-based company, on its strategic investment of Melchers.

Melchers is a global services company based in Germany with several subsidiaries in China. With more than 200 years of experience and a long history in China, the company has a deep understanding of the Chinese consumer landscape and local customer behavior, as well as a well-established distribution network. This makes Melchers the ideal partner for Genuine’s innovative approach to ensuring brands can compete in the fast-growing digital economy in China.

The goal of both companies is to strategically collaborate and complement each other’s services to expand their respective offerings to existing and new customers with a focus on China. Through this cooperation, Melchers is expanding its portfolio in China in the area of e-commerce. Conversely, Genuine will benefit from Melchers’ long-standing expertise and roots as a service provider in Greater China.

Background: In addition to investors, NEON also regularly advises emerging startups during the founding phase and in subsequent financing rounds. Our team has special expertise in advising at the interface between VC and M&A.