Axum Capital Partners acquires BARCODE hydration brand
NBA All-Star Victor Wembanyama joins the brand and new owner Axum to accelerate growth in the better-for-you hydration market.
Takeaways
- BARCODE is a performance hydration company offering premium plant-based water with vitamins.
- Axum Capital Partners is acquiring BARCODE.
- The business serves health and wellness beverages.
Performance hydration company BARCODE, co-founded by NBA champion Kyle Kuzma, has been acquired by Axum Capital Partners.
The brand markets a plant-based water containing vitamins D, B6, B12, magnesium and ashwagandha, with no added sugar, and has attracted backing from athletes and entertainers including Halle Berry, Kelly Rowland, Derrick Rose, Chelsea Gray and Carmelo Anthony.
NBA All-Star Victor Wembanyama will partner with the firm to drive the brand’s next phase of expansion.
“We are thrilled to be partnering with BARCODE; it further advances our strategy and commitment to collaborate with distinctive health and wellness consumer brands—alongside exceptional founders, operators, cultural leaders and athletes—to accelerate growth, drive operational excellence, and create long-term value,” said Muhsin Muhammad, managing partner at Axum Capital Partners.
Based in Charlotte, Axum Capital Partners targets health- and wellness-focused food and beverage companies.
DLA Piper served as legal counsel to Axum on the transaction.
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