American Pacific Group (APG), a San Francisco-based private equity firm, together with Joe Falsetti of Dana Holdings, has formed Yukon Wellness Holdings (Yukon Wellness), a company that will serve as a platform to acquire and grow consumer wellness brands. Simultaneously, Yukon Wellness acquired Eu Natural, a fast-growing provider of vitamin and mineral nutritional supplement products.
Yukon Wellness is at the intersection of several key trends in the industry, including increased consumer focus on wellness & self-directed care, shift in channel share from traditional retail to ecommerce channels, and the emergence of at-scale ecommerce sellers in search of growth support. Yukon Wellness will maintain centres of excellence in areas including market strategy, branding, product development, regulatory, and supply chain management to support ecommerce-focused wellness brands.
Founded in 2013, Eu Natural has established a digitally native wellness brand focused on growing both its portfolio of high-quality products and its ability to effectively serve customers on an omnichannel basis. Eu Natural’s product portfolio targets several functional areas including reproductive health and beauty.
Vinay Amin, Eu Natural’s Founder and Brand President, says: “Eu Natural was founded with the simple goal of empowering its customers and their health. Since 2013, we have worked to build an extensive product portfolio, a great team, and a strong base of highly valued customers. We are excited to join the Yukon Wellness platform as we collectively work towards delivering high-quality wellness products to consumers.”
Fraser Preston, Managing Partner at APG, says: “We are excited to launch Yukon Wellness and to welcome Eu Natural as the platform’s first acquisition. We have been impressed by what the Eu Natural team has achieved in recent years and look forward to working with them to drive continued growth for Eu Natural and for the other businesses we hope to partner with through the Yukon Wellness platform.”
