A Market Leader


Market leader in premium hair styling irons and accessories

United Kingdom

Salon market share


would repurchase product


Salons use product

A market leader in premium hair styling irons, complementary wet products and other hair styling accessories, marketed under the ‘ghd’ brand. The Jemella Group (“Jemella”) revolutionised hair styling with its products, which exhibited high levels of customers advocacy and repeat sales.

A Montagu business

  • Market-leading product with strong brand loyalty – 92% of customers would buy again
  • Track record of strong financial growth
  • Products entrenched in salons and consumers’ lifestyles

Growth unlocked through international expansion

We worked with Jemella’s management team to execute a successful value creation strategy that saw it expand into new geographical markets and transition to a direct sales model, increasing sales rapidly.  Investment was also made in the management team to enhance the company’s marketing capabilities and develop new products.

There was a significant interest in the company and an unsolicited offer from a trade buyer triggered the launch of a formal process.  In 2013, Montagu sold Jemella to private equity investor Lion Capital.