In 2014, Josep Casas and Esteban Humet couldn't find a place on the Internet to buy everything they wanted: natural supplements, organic food, natural cosmetics. So they built it. Seven years later, Naturitas was the leading e-commerce company exclusively for players in Spain and Portugal, and was acquired by Uriach. In 2021, it had a turnover of 60 million euros with an EBITDA of 5%, with a catalog of more than 90,000 products and a presence in more than 20 countries. Join us in Barcelona and enjoy a fireplace to found LEGNDS together with a civil engineer turned consultant turned operator who grew a market from zero to 60 million euros and sold it to an industrial buyer. We go beyond the highlights. Expect Josep to share:

  • What was “zero to 60 million euros in seven years” really like year after year: where did growth really come from and the years that were about to fail it
  • Selling to an industrial buyer, not a fund: how the Uriach process worked, what I would negotiate differently, and what the founders don't quite understand about strategic purchasers
  • Why he returned to physical and hard businesses after leaving it: pet food at Food for Joe, pistachio farms at Europistachios and what is the unitary economy like when there is no margin of software to hide in
  • What you now support as an investor: more than 20 angel investments and your own fund, Real Ventures. What makes you say yes and what makes you approve?

Open-ended questions and answers: Ask your real questions, not just the polite ones. Other Fireplace Chats in this series:

  • cofounder
  • entrepreneur
  • founder
  • founder mode
  • vc
  • venture capital