Dayes is a leading European category manager and distributor of everyday non-food essentials. With decades of experience under its former name Nedac Sorbo Mascot, Dayes manages non-food product ranges for Europe’s largest retailers. Its key categories are beauty & personal care, pet care, health care, and home care, with which Dayes is serving its leading customers across Europe.
Our investment
H2 started investing in Dayes in 2001, when the company was severely challenged. Over the 24 years of our involvement revenues increased tenfold and EBITDA increased over 50 times. We renewed our partnership with Dayes in 2019 to support the company’s next phase of growth from EUR 225 million to EUR 630 mln. We saw an opportunity to further focus its value proposition with a lean delivery model.
The European non-food market is evolving, with retailers consolidating their supplier base and seeking partners who can deliver value add through reliable, compliant, and innovative solutions. Dayes has been able to realize growth based on this shift, leveraging its category management know-how and skills, organizing an agile supply chain, while developing deep customer relationships. Its massive scale and distinctive value add make Dayes a trusted partner for leading European retailers, and thus a strong platform for continued growth.
Together with Dayes management we have developed a sharper focus on a lean supply chain, pricing, and its own category management. In addition Dayes was able to grow through a number of selected add-on acquisitions. Gert Jan van der Hoeven has been the company’s Chairman during this transformative period.
In December of 2025 H2 realized a partial exit.