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Professional racer Wout van Aert invests in Mon Dada

Mon Dada, a Belgian producer of artisanal candles, has big plans for the future. Founded by Belgian entrepreneur Pauline Dhaenens in 2019 in New York City, Mon Dada has since gained international acclaim for its luxury candles, which are distributed through a dealer network spanning over 40 countries worldwide. In recent months, discussions have taken place between Mon Dada and Belgian professional racer Wout van Aert and his wife Sarah De Bie, leading to the couple acquiring a significant stake in Mon Dada.

'Several investors expressed a keen interest in participating in our rapidly growing and successful enterprise. This was the turning point for us to chart a new course for Mon Dada, and we are committed to leaving no stone unturned', Dhaenens says. The injection of capital, the introduction of additional insights and experience, along with their enthusiasm and passion, played pivotal roles in this strategic move. Alongside co-investor Bruno Descamps, CEO of flooring company Lamett, they have devised a vision and plan for the coming years.

Van Aert and De Bie were captivated from the outset by Dhaenens enthusiasm, passion, and creativity. The ambitions and vision of Mon Dada align perfectly with their entrepreneurial philosophy. They are eager to stand behind Pauline to grow Mon Dada into a leading company: 'We have been following the Mon Dada brand for some time and secretly fell in love with the product. The handcrafted candles are simply unique and immediately appeal to many. This luxury product brings a feeling of authenticity and cosiness. Our love for the product was the reason for this investment. However, Pauline's story further convinced us to be part of her success story. The craftsmanship and the ambiance that Pauline sets out to create with Mon Dada are truly authentic.'

Descamps added: 'With Lamett, we have successfully grown in a highly competitive market over the years. The initial discussions with Pauline immediately reminded me of the ambitions we set for ourselves at the time. The challenge of elevating Mon Dada to a higher level with her was evident from the beginning. Pauline's authenticity and passion for her product are unparalleled, and we are delighted to contribute to her journey.'

Dhaenens reflected on the past few months, stating: 'It has been a fascinating journey, and it was a remarkable experience to engage with various individuals who expressed interest in my story and the business we have built. I had long contemplated the idea of taking the next step by expanding with new partners. Thanks to Wout and his associates, including Bruno Descamps, CEO of Lamett, I am entirely convinced that we have devised an exciting plan for the years ahead.'

More information:
Mon Dada Collections

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