“Consumer goods always sell"- so the conventional wisdom "in this sector. If you look more closely, there has been an enormous change in the last 20 years. This is particularly true for retail, especially through the increase of online commerce and discounters. Online retailing is not only a new form of distribution, but also enables direct contact between the manufacturer and the end consumer, analysis of purchasing behaviour and buyer motivation ("big data") as well as a 24/7 shopping experience. Internet retailers, above all Amazon, are now successfully operating worldwide and accelerated by best-of-class logistics concepts, are displacing stationary competitors to a large extent. Stationary and mail-order retailers, who do not have a competitive online offering, will disappear from the market in the long run. And what about consumer goods manufacturers? Here, too, change is taking place: medium-size brands are being ousted by top brands and private labels. But even small brand suppliers can open up and establish new segments through innovation. In the less dynamic markets of industrialized countries, successful consumer goods manufacturers are growing through the development of new customer groups, product innovations, differentiation of the product offering, brand extension into new product categories and loyalty management. It is important to maintain the "freshness" of the brand and its products in order to be perceived by consumers as current and worthy of purchase.

Moreover, very large new sales markets have also emerged in recent years, especially for luxury goods in Asia, above all in China. For the portfolio of investors, the stability of the consumer goods sector compensates for investments in cyclical sectors.

For many years, CODEX Partners has been supporting manufacturers and retailers (online, mail order, stationary and multichannel) of consumer goods (e. g. food, pet food, toys, consumer electronics, furniture) and luxury goods (e. g. jewelry, watches, art) in strategic and operational projects. From customer segmentation by sales potential to the development and optimization of online channels to cost optimization and transaction support - we cover the main issues and apply our knowledge from diverse categories.