We Buy Brands and Make Them Work
Vilna Gaon is a Belgian Private Equity firm that acquires consumer brands and scales them through operational excellence — from supply chain optimization to Agentic AI.
Since 2013, we have built a portfolio of consumer brands distributed across Belgium’s major retail chains. We do not just invest — we operate. Every brand we acquire gets our full playbook: supply chain restructuring, retail distribution, and AI-powered operations.
Portfolio at a Glance
We manage a portfolio of consumer brands across baby care, cosmetics, natural care, intimate hygiene, and premium tea — distributed through Delhaize, Carrefour, Colruyt, Kruidvat, and 150+ specialty retailers.
BEBIO
Baby Care — Natural, BIO-certified baby wipes, liniment, body wash, and ecological diapers. Present in all major Belgian retail chains.
OPALYA
Cosmetics — Skin care and beauty products by Bio-Recherches Laboratoires. Distributed across Belgium and Europe.
Feminine
Intimate Care — Intimate hygiene products including gels, wipes, aerosols, lubricants, and menstrual cups.
Vita Verde
Natural Care — Floral waters, clay masks, solid shampoos, and eco-friendly personal care. BIO and DIY-friendly.
Teatower
Premium Tea — Artisanal Belgian tea blends. BIO-certified range with 40+ varieties in loose-leaf and infusette formats.
Distrimarks
Distribution Engine — Our platform powering 1.8M EUR in annual brand revenue across 150+ clients in Belgium, Luxembourg, France, and Nordics.
How We Create Value
1. Acquire
We identify undervalued consumer brands with strong products but inefficient operations. We buy them at fair prices with creative deal structures.
2. Optimize
We apply our supply chain playbook — built over 12 years in FMCG — to restructure logistics, reduce costs, and accelerate cash conversion cycles.
3. Scale
We leverage our retail relationships (Delhaize, Carrefour, Colruyt, Kruidvat) and Agentic AI to distribute brands at scale across Belgium and Europe.
Our Edge: Agentic AI Since 2025
We are the first Belgian PE firm to integrate Agentic AI into brand operations. Our AI specialists handle neuromarketing analysis, content planning, sales strategy, financial modeling, and deal structuring — allowing us to operate leaner and faster than traditional PE firms.
The result: institutional-grade operations at boutique-firm costs.
Looking to Sell Your Brand?
If you have built a consumer brand and you are ready for the next chapter, we would like to talk. We buy brands from founders who want their legacy to continue — and we make them work.
Our Methodology: OGSM
Every brand in our portfolio is managed using the OGSM framework (Objectives, Goals, Strategies, Measures) — the same methodology used by Procter and Gamble under AG Lafley. It aligns every operational decision with strategic outcomes.
Vilna Gaon SRL — Rue Chapelle-des-Clercs, 3 — 4000 Liege, Belgium
Private Equity | Brand Operations | Agentic AI