Building Bellamy's without a single cow
The infant formula group to be swallowed by a Chinese firm is "capital light", which means it is a front-end marketing business.
The Bellamy's business, now steered by chief executive Andrew Cohen, is heavily weighted towards brand-building and marketing sizzle. Paul Jeffers
Peer closely behind the curtains at infant formula company Bellamy's Australia and there's not a lot to see when it comes to physical assets.
The company, with a $1.5 billion takeover offer from $25 billion giant China Mengniu Dairy Company that is likely to be approved by Bellamy's shareholders on December 5, has one of the more extreme versions of the ''capital light'' model.
Subscribe to gift this article
Gift 5 articles to anyone you choose each month when you subscribe.
Subscribe nowAlready a subscriber?
Introducing your Newsfeed
Follow the topics, people and companies that matter to you.
Find out moreRead More
Latest In Retail
Fetching latest articles