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Our History

ABOUT COMPANY

54 Capital helps create industry champions in Africa through its entrepreneurial approach

Country and sector agnostic. 54 Capital invests in countries and sectors with strong growth potential.
54 Capital adopts an ‘on-the-ground’ approach and is actively involved in creating, implementing and monitoring its value creation plan.

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2013

54 Capital Founded by Saad Aouad

54 Capital is founded in London to invest in African business with high growth potential and makes its first investment - into UPM, a Private University in Marrakech.

2014
2014

54 Capital Invests into the Ethiopian FMCG Space

Blue Bird Holding Ltd is established as an FMCG platform to invest in businesses in Ethiopia

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2015-2016

54 Capital increases its presence in Ethiopia through further investments into the FMCG space.

Expanding the platforms reach in the FMCG sector through a growth capital investment into a factory with a small Edible Oil line to build a new refinery and create a leading Ethiopian Grown Brand. 54 Capital invests into Addis Pharmaceutical Factory, Ethiopia’s largest Pharmaceutical drug provider.

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2016

54 Capital introduced a turnaround strategy for the FMCG business, including a Brand Overhaul and the construction of a state-of-the art-Edible oil refinery

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2019

54 Capital exists its investment in UPM

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2020

Proparco/Ethos invest into Turaco

Proparco and Ethos (now the The Rohatyn Group) invest into the Edible Oil and Soap & Detergent businesses within the Bluebird Platform, under a newly created subsidiary ‘Turaco’

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2022

Norfund invests into SAMANU

The FMCG platform is renamed SAMANU. Nor fund backs the businesses vertical integration plan, focusing on boosting Ethiopia’s agricultural potential

2013
54 Capital founded by Saad Aouad
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2014
54 Capital invests in Gullele
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2015
54 Capital invests in: UPM/ Tena / Aquasafe / ASTCO
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2016
54 Capital invests in Etete
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2018
54 Capital exits its investment in UPM
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2020
Proparco/Ethos invest into Turaco
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2022
Norfund invests into SAMANU
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About Us

Founded in 2013, 54 Capital is an Africa-focused asset manager with an agile deal-by-deal strategy providing investors with access to direct deal flow.