Snowfox Group: a brand built for a $621m exit.

By early 2021, Mayfair Equity Partners had assembled the largest Japanese food platform outside Japan: four brands, around 3,000 sites, but there was no name, no shared identity, no unifying story. With a sale or stock market listing planned, Mayfair commissioned me to create the corporate brand from scratch. I named the group, built the positioning around a single idea: ‘better food for everyone, the Japanese way’, and developed the investor narrative for the exit process. In September 2023 Snowfox Group sold to Zensho Holdings for $621m, the largest consumer exit by a UK private equity firm in 2023. Zensho's stated acquisition rationale matched the growth thesis the brand had articulated two years earlier.