Case study
Hair Co

An investment fund engaged Pyxis to evaluate Hair Co’s investment potential and growth opportunities. Pyxis leveraged Amazon data to assess haircare category sales by brand and segment, break down Hair Co’s revenue, and analyze customer spend and product performance across SKUs – all to inform an evolving investment thesis and highlight growth / development opportunities.

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Private equity due diligence

The Challenge

An investment fund was conducting early research into 2 key brands in hair care, looking specifically at Amazon performance vs. a long tail of larger, more established players. They engaged Pyxis for Amazon-specific insights on the target’s investment potential, sustainability strategy, and additional growth opportunities.

How Pyxis Helped

Market Size & Growth
Analysis
Assessed Amazon haircare sales by product brand / segment over time and provided a category-level breakdown of target Hair Co’s revenue
Insight
Hair Co was outgrowing incumbent players, with sales most concentrated among two primary products
market growth analysisPyxis platform
Share of Wallet
Analysis
Broke down share of customer spend on haircare for a brand’s products by the selected brand’s respective customers
Insight
Share of wallet for Hair Co products were middle-of-the-pack, with several other players capturing notable share of haircare spend
market growth analysisPyxis platform
Product Performance
Analysis
Examined repurchase rates by product SKU and product-mix for repeat customers to assess rate of replenishments vs. testing new products / categories
Insight
A majority of Hair Co customers who re-ordered hair products over time expressed high interest in trying new products in other categories (e.g., moisturizing treatments / masks), signalling promising cross-sell opportunities
market growth analysisPyxis platform

Pyxis provided analysis using a custom Amazon transaction dataset to the investment fund, which worked closely with a dedicated Bain team to generate insights. Learn more about our custom delivery models.

The Results

Data-driven assessment of Hair Co’s investment appeal, leveraging market, customer, and product insights to form the basis of an investment thesis and highlight key growth / development areas, such as:

Identified opportunity to invest in consumer education to build brand awareness and drive loyalty
Explore cross-sell opportunities in product categories with higher purchase incidence and frequency
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