We Buy Brands and Make Them Work
Vilna Gaon is a Belgian Private Equity firm that invests in consumer brands and data-driven commerce — scaling them through operational excellence, supply chain optimization, and Agentic AI.
Since 2013, we have combined strategic investment with hands-on operations. We partner with brand owners, invest in high-potential companies, and distribute consumer products across Belgium’s major retail chains through our platform Distrimarks.
Investments
Vilna Gaon holds strategic equity positions in companies that combine technology, data, and consumer brand expertise.
LR Data Science (25% equity)
eCommerce and Data Analytics — LR Data Science powers sales with data. Based in Chicago with Belgian roots, LR manages 117 websites, 1.21 million SKUs across 4 warehouses, and serves clients including Leroy Merlin, Oral-B, and Hubo. Services include eCommerce audits, product catalog management, online channel strategy, and data analytics for retail and manufacturing.
OPALYA — Partnership with Bio-Recherches Laboratoires
Cosmetics — Skin care and beauty products developed and manufactured by Bio-Recherches Laboratoires (Nahmani family). Vilna Gaon manages distribution across Belgium and Europe through Distrimarks.
Teatower — Premium Tea Partnership
Premium Tea — Artisanal Belgian tea blends. BIO-certified range with 40+ varieties in loose-leaf and infusette formats. Distributed through Delhaize and specialty retailers.
Distribution — Distrimarks
Distrimarks is Vilna Gaon’s distribution platform, powering over 1.8 million EUR in annual brand revenue. We distribute a portfolio of consumer brands — our own and third-party — across Belgium’s major retail chains and 150+ specialty retailers.
Retail partners: Delhaize, Carrefour, Colruyt, Kruidvat, Cora, Intermarche, Distriplus (Di)
Online: Newpharma, eFarmz, Kazidomi, Bebe au Naturel
Brands distributed: BEBIO (baby care), OPALYA (cosmetics), Feminine (intimate care), Vita Verde (natural care), Teatower (premium tea), and more.
2024 figures: 1,801,221 EUR revenue | 6,735 orders | 150+ active clients | Belgium, Luxembourg, France, Denmark
How We Create Value
1. Invest
We take strategic equity positions in companies and brands with strong fundamentals but untapped potential. We invest our own capital alongside operational expertise.
2. Operate
We apply 12 years of FMCG supply chain experience to optimize logistics, reduce costs, and accelerate cash conversion cycles for every brand we touch.
3. Distribute
Through Distrimarks, we place brands on the shelves of Delhaize, Carrefour, Colruyt, and Kruidvat — leveraging buyer relationships built over a decade.
Our Edge: Agentic AI Since 2025
We are the first Belgian PE firm to integrate Agentic AI into brand operations. Instead of hiring a 50-person team across every discipline, we deploy 18 specialized AI agents — each one an expert in a single domain: neuromarketing, supply chain, financial modeling, UX, cosmetics science, sales, real estate, business law, and more.
Why agents instead of generalists? Because consumer brands demand deep expertise across too many disciplines for any small firm to staff traditionally. A tea company needs a sommelier, a retail merchandiser, a supply chain planner, a financial modeler, and a content strategist — all working in concert. A cosmetics brand entering African markets needs a formulation scientist, a trade finance CFO, and a business development lead who knows ECOWAS regulations. By deploying purpose-built AI agents with clearly defined expertise, certifications, and frameworks, we bring institutional-grade knowledge to every portfolio company without the overhead of a large organization. Each agent operates with the rigor of a senior consultant: structured methodology, domain-specific mental models, and zero ego.
The result: we can run value creation plans across Teatower, OPALYA, Distrimarks, CIBUS Market, and Kosherbread Pro simultaneously — at boutique-firm costs. Our agents handle everything from Cialdini-based conversion audits to HACCP-compliant ingredient sourcing, from DCF valuations to WCAG accessibility testing. This is not automation replacing humans — it is specialization at a scale that no small PE firm could otherwise achieve.
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 and company 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