{"id":2514,"date":"2025-05-05T08:51:31","date_gmt":"2025-05-05T08:51:31","guid":{"rendered":"https:\/\/dev.altercapital.es\/?page_id=2514"},"modified":"2025-11-28T12:52:36","modified_gmt":"2025-11-28T12:52:36","slug":"trending-corporate","status":"publish","type":"page","link":"https:\/\/www.altercapital.es\/en\/trending-corporate\/","title":{"rendered":"Trending Corporate"},"content":{"rendered":"
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The Alter Capital fund acquires a stake in the Seville-based cosmetics and nutrition firm Trending Corporate<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Alter Capital Enters Trending Corporate with a \u20ac3 Million Investment
<\/strong>\nThe manager Alter Capital has entered the Sevillian company Trending Corporate with a fund participated by the Junta de Andaluc\u00eda and another national one, as confirmed to ABC by Antonio Catal\u00e1n, one of its founding partners. Alter Capital has subscribed 10% of the capital of this company, which manufactures and markets cosmetic products and food supplements, where it has invested three million euros, according to sources consulted by ABC.
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The group has a healthy and functional food division with its own brands of chewing gum, smoothies and ice cream, although its \"core\" is in the distribution of cosmetics with its own brands (makeup and hair care) and independent, both Korean (facial care) and American (makeup and Brazilian straightening). In 2022, it also absorbed a company specialized in Korean cosmetics. It has Disney licenses to market masks, hair plushes, shade palettes, bath bombs or gels.
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\u201cAccelerated Growth: From \u20ac700,000 to \u20ac22 Million in Five Years\u201d
<\/strong>\n The company has gone from billing 700,000 euros in 2017 to 9.9 million euros in 2021 and 16 million in 2022. Last year recorded an ebitda of 4.5 million euros, according to Catal\u00e1n, who advances that this year they will close with a turnover of 22 million euros. Its commercial network is segmented into the \"retail\" channel, \"supermarkets and supermarkets\" and pharmacies (it serves more than a thousand offices).
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Trending Corporate has more than 5,000 points of sale in Europe, both small shops and perfumeries and online stores. However, Catal\u00e1n points out that they have the potential to reach 10,000 points of sale. With subsidiaries in Miami (USA) United Kingdom and Portugal, the firm sells in 17 European countries, and its functional gums are sold in the United States, Ecuador, Colombia or Jordan, among other markets.
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Origin and Evolution of the Company Founded in 2017\u201d
<\/strong>\nThe company was born as \"Trending Import\" in 2017 by the hand of Antonio Catal\u00e1n Navarro and Ulises Guill\u00e9n Castilla, although now it has changed its social name to \"Trending Corporate\" Currently the company is in the hands of Catal\u00e1n, with 54%; four partners with 10% each (Ulises Guill\u00e9n, the Cordoba entrepreneurs Jos\u00e9 Luis Rojano and Federico Calzado and the Alter Capital fund); and two capitalist partners with 4 and 2% of the shareholders. The entry of Rojano and Calzado occurred in 2022 with a capital increase, so that Trending Corporate absorbed the three companies of those two Cordoba entrepreneurs.
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Catal\u00e1n started working in banking but with the banking restructuring of 2008 he was unemployed and set up a neighborhood store in Mairena del Aljarafe, \"where-he-says-we-enstoored three years with bread, press and videos.\" \"I looked for a job and was hired by the Catalan company Future Cosmetic, a national leader in the low cost cosmetics sector, where I learned a business model,\" explains Antonio Catal\u00e1n (Seville, 1983).
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\u201cThe Birth of Trending Corporate and Consolidation of the Business Model\u201d
<\/strong>\n\"I set up Trending Corporate with a client, Ulises Guill\u00e9n, who had an online store. We saw the opportunity to set up a distribution of cosmetics from Asia and America,\" says Catal\u00e1n, director of sales and marketing of the firm, who recalls that to begin with he borrowed from friends and family. \"Later we decided to hire marketing staff, create facilities with mechanized services and devote a lot of time to social networks and own brands after incorporating the factories of Cordoba partners,\" he explains.
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\u201cProduction in Baena and Huelva: Chewing Gum, Shakes, and Healthy Foods\u201d
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In its plant in Baena (C\u00f3rdoba) it manufactures chewing gum with energy, relaxing or tanning functions, which can be purchased at Carrefour or Aldi. On that same plant he makes milkshakes and powdered ice cream. In addition, it has a healthy food factory in Huelva, where it makes gelled fruit snacks with the appearance of a gommy, which it sells with its own brand (Pure Fruit) and which it also makes for several distribution companies.
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On the other hand, in Hu\u00e9var (Seville) it has a logistics center, where in principle it announced an investment of five million euros, a project that was modified as a result of the war in Ukraine and the rise in the prices of raw materials. \"We changed the idea and instead of concentrating a logistics center, where we will make an investment of between two and three million euros.
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To house his offices, he bought in the PIBO polygon, in Bollullos de la Mitaci\u00f3n (Seville), in whose reform he will invest almost a million euros. Although it already has a logistics center in Seville, it proposes to have others in different European cities to guarantee services on the continent.
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\u201cAlter Capital Plans to Open an Office in M\u00e1laga and Strengthen the Andalusian Ecosystem\u201d
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\u00abAlter is the only manager with registered and operational headquarters in Andalusia regulated by the CNMV. Two years ago we received the trust of the Idea agency and several \"family offices\" to invest a fund of 15 million euros in Andalusian SMEs via capital or participatory loans,\" explains \u00c1ngel Gonz\u00e1lez, partner of this manager, which expects to have invested one hundred percent by the end of this year. \"We hope that the new Administration will clearly help strengthen the regional ecosystem of managers. For a better development of this type of investment, it is essential to be able to maintain the know-how in our land and be close to Andalusian entrepreneurs. Our goal for next year would be to open an office in Malaga,\" he adds.
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Fuente:https:\/\/www.abc.es\/sevilla\/economia\/fondo-alter-capital-compra-firma-sevillana-trending-20231108190728-nts.html
\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

\u00abEl fondo Alter Capital entra en la firma sevillana de cosm\u00e9tica y nutrici\u00f3n Trending Corporate\u00bb Alter Capital entra en Trending Corporate con una inversi\u00f3n de 3 millones de euros La gestora Alter Capital ha entrado en la empresa sevillana Trending Corporate con un fondo participado por la Junta de Andaluc\u00eda y otro nacional, seg\u00fan ha […]<\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"full-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-2514","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/pages\/2514","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/comments?post=2514"}],"version-history":[{"count":16,"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/pages\/2514\/revisions"}],"predecessor-version":[{"id":3486,"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/pages\/2514\/revisions\/3486"}],"wp:attachment":[{"href":"https:\/\/www.altercapital.es\/en\/wp-json\/wp\/v2\/media?parent=2514"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}