Consumer Product Manufacturing - Keystone Business Advisors

How to Sell a Consumer Products Manufacturing Company

Consumer products manufacturers operate in a highly competitive environment where brand strength, supply chain efficiency, distribution channels, and customer relationships play a significant role in determining business value. When the time comes to sell, owners must navigate a complex process that includes preparing the company for market, identifying qualified buyers, and managing negotiations and due diligence.

Working with an experienced consumer products M&A advisor or consumer products business broker can significantly improve outcomes by ensuring the business is properly positioned and exposed to the right pool of buyers.

At Keystone Business Advisors, we specialize in helping owners of consumer product manufacturing businesses successfully transition their companies. As a trusted manufacturing business for sale advisor, our team works closely with sellers to position their businesses, highlight growth opportunities, and connect with strategic buyers and investors who understand the value of established consumer brands.

Consumer Products Transaction Example

Keystone Business Advisors served as the exclusive sell-side advisor to Flojos, a well-known consumer footwear brand, in its sale to The Courtney Group, a California-based private equity investment firm.

Flojos, a heritage brand in the casual footwear market, had built a strong reputation for quality and design within the sandal and lifestyle footwear category. The shareholders engaged Keystone Business Advisors to lead a structured sale process designed to maximize value while identifying a partner capable of continuing the brand’s growth trajectory.

Keystone developed and executed a targeted outreach strategy, identifying and contacting more than 120 qualified strategic and financial buyers across the consumer products and footwear sectors. The competitive process generated six formal acquisition offers, providing the shareholders with multiple attractive options.

Ultimately, the sellers selected The Courtney Group based on their partnership with John Dickinson, a highly regarded footwear executive often referred to as a “Shoe Dog,” whose deep industry experience and operational leadership positioned Flojos for continued expansion.

“Our goal in every transaction is to create a competitive process that attracts the right buyers while preserving the legacy and growth potential of the business. In the case of Flojos, we were able to identify a partner with both the capital and industry expertise to help the brand continue to thrive.”
— Dave Richards, Managing Partner, Keystone Business Advisors

Read about the successful sale of Flojos

Types of Consumer Product Companies We Represent

Footwear and apparel brands
Food and beverage manufacturers
Health, wellness, and nutraceutical products
Personal care and beauty products
Specialty consumer packaged goods (CPG) brands
Pet products and specialty consumer goods
Household and lifestyle products
Private label and contract manufacturers

What Drives Value When Selling a Consumer Product Company?

Key value drivers include:

Brand strength and market positioning
Revenue growth and margin stability
Diversified customer base and distribution channels
Recurring or repeat purchase behavior
Scalable supply chain and manufacturing processes
Intellectual property or proprietary formulations
Retail or distributor relationships
Expansion opportunities in new markets

Understanding these drivers is critical to achieving a strong CPG business valuation and attracting premium offers from qualified buyers.

Speak with a Consumer Products M&A Advisor

If you’re considering a sale, timing and preparation are critical.

Schedule a confidential consultation with a Consumer Products M&A Advisor

How Much Is a Consumer Products Manufacturing Company Worth?

Consumer product companies are typically valued based on a multiple of EBITDA. A professional CPG business valuation considers factors such as brand strength, margins, customer diversification, distribution channels, and growth potential.

Strategic buyers may pay premium valuations when a brand complements their existing portfolio or provides access to new markets.

Learn more about valuation

Who Buys Consumer Product Manufacturing Companies?

Typical buyers include:

Strategic buyers (larger consumer product manufacturers)
Private equity firms building platforms in the CPG sector
Family offices and individual investors seeking established brands

An experienced consumer products business broker can help identify and engage these buyers through a structured, confidential process.

Our Process for Selling a Consumer Products Company

Business Preparation – Organizing financials, identifying value drivers, and preparing marketing materials.
Targeted Buyer Outreach – Identifying and contacting strategic buyers and investors while maintaining confidentiality.
Competitive Process – Generating multiple offers and negotiating deal structure.
Transaction Execution – Managing diligence, coordinating advisors, and supporting closing.

Learn more about our process

Ready to Explore Your Options?

If you are considering selling a consumer products manufacturing company, Keystone Business Advisors provides confidential consultations to help owners evaluate timing, buyer interest, and potential valuation.