The Canadian head coach Martin St-Louis becomes a shareholder of the Montreal Hockey Equipment CCM manufacturer.
The private investment firm Seven7 which he founded in the United States nine years ago with partners called having achieved the acquisition of a minority participation in CCM.
Seven7 is thus associated with the Swedish investment firm Altor which became the majority shareholder of CCM last fall.
The value of the agreement was not revealed and it was not immediately possible to speak to the parties involved in the operation.
This investment marks the start of a new “daring” chapter for CCM, which will include international expansion, digital transformation, product innovations and a more sustained commitment to the next generation of players and amateurs, simply indicates the management of Seven7 in electronic communication.
When Altor entered CCM actions in the fall following an agreement with the former control shareholder, the transaction was estimated at more than half a billion Canadian dollars.
CCM products are used by several large stars in the National Hockey League such as Connor McDavid, Auston Matthews and Sidney Crosby.
Ironically, Martin St-Louis was mainly seen on NHL’s rinks with skates, gloves and a helmet from the Bauer competitor during his prolific 16-seasons professional career with the Calgary flames, the Lightning of Tampa Bay and the New York Rangers.
Bernard Brault, the press archives
Martin St-Louis with the New York Rangers in 2014.
Martin St-Louis founded Seven7 in 2016 a year after retiring as a player. He created the firm with Jeff Hamilton, a former NHL player, and Keith McCullough, a former hedge fund manager.
Seven7 supports to concentrate its investments in the sectors of sport, media and consumption.
Since its creation, Seven7 has said that it has notably made investments in the sports streaming service for young Livebarn, in the tailor -made skating manufacturer EZ ICE, and in the clothing brand Hockey.
PHOTO PERRY NELSON, IMAGN IMAGES VIA REUTERS CONNECT
Connor McDavid’s hands are protected by CCM gloves.
The annual turnover of CCM is estimated at more than half a billion Canadian dollars.
CCM admits being number two behind Bauer at the market share, all categories of products combined. In the fall, CCM management estimated its market share at just under 40 % while Bauer evaluated its market share at 53 %.
CCM CEO, Marrouane Nabih, had indicated to The press In October that CCM is number one in all product categories for players, except in the important category of skates, where Bauer estimated its global market share at 70 %.
The Toronto Investment Firm Northleaf Capital Partners, in which the Montreal Conglomerate Power Corporation has economic interest via subsidiaries, released tens of millions last fall to invest in CCM alongside Altor.
After having belonged to the German company Adidas for a dozen years, CCM had become Canadian property seven years ago after its acquisition by Birch Hill, an Ontarian investment firm. The transaction was then estimated at 110 million US. Birch Hill sold Altor last year at the end of a sales process that went on several months.
The CCM head office is located in the Saint-Laurent district in Montreal.
