Lunar is a Shanghai-based private equity investment manager that specializes in acquiring and developing middle-market consumer businesses in China. Founded in 1999, Lunar focuses on sectors where the growing Chinese consumer market demands higher quality, mass-market premium products and services. The firm has completed over 20 buyouts, utilizing its industry expertise to guide businesses from early-stage development to market leadership. Notable investments include Little Star, a prominent brand in the baby and children’s market, and Castle Snacks, which encompasses several leading snack food brands and a burgeoning e-commerce platform. Lunar's operationally-intensive approach has positioned it as a pioneer in the Chinese private equity landscape, emphasizing the creation of brands and experiences that resonate with Chinese consumers.
Operator of public exhibitions, public programs and research initiatives. The company specializes in organizing exhibitions, surveys and research, staging public programs and undertaking community outreach and educational ventures along with retailing artworks from both internationally recognized and local artists.
Shanghai LifeFun
Private Equity Round in 2017
LifeFun is a leading snack food business established in 1938, selling a wide variety of snack food products under the LifeFun brand. LifeFun is a “Shanghai Time Honored” brand and is one of the most recognized snack food brands in Shanghai and Eastern China. The Company sells more than 500 products, positioned at the mid-to-high end of the market, and focuses on beef and pork jerkies, poultry products and nuts.
Orchard Farmer is a Beijing-based company that specializes in the production and marketing of processed nuts, preserved fruits, and dried fruit snacks. Founded in 1993, the company has established itself as a regional leader in northern China and holds the position of the largest seller of nuts and dried fruits in Beijing. Through its well-known brand, Orchard Farmer, the company offers a variety of specialty snacks that cater to diverse consumer preferences.
Yao TaiTai is one of the most recognized snack foods in China, selling more than 1,000 SKUs under the Yao TaiTai and Yi Min brands.
Yonghong Niutou
Private Equity Round in 2013
Yonghong, headquartered in Huishui County of Guizhou Province, is one of the top players in the Chinese beef jerky market. The Company’s most famous product, “Niutou”, or “Bull Head”, is a recognized “China Famous Trademark”, a prestigious title granted to only a handful of branded products. For nearly 30 years Bull Head has been synonymous with taste and quality.
Yeehoo Group is a Chinese company established in 1995 and headquartered in Guangzhou. It specializes in the design, manufacturing, distribution, and retail of high-quality baby products, including infant clothing, bedding, bath care items, furniture, and maternal products. The company operates under two primary brands, Yeehoo and Bukangfu, with Yeehoo being a well-recognized name in the domestic infant clothing sector. Yeehoo Group offers a diverse range of over 3,000 products across more than ten categories, catering to the needs of infants and their mothers. The company's commitment to quality and innovation has positioned it as a significant player in the market for maternal and infant goods in China.
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