In the latest episode of the Turning Pro podcast, we have the pleasure of welcoming Ryan Lewendon, co-founder of Giannuzzi Lewendon LLP. Known for his influential role in the legal services for emerging consumer brands, Ryan shares his journey from humble beginnings to playing a pivotal role in multi-billion dollar deals.
Ryan's journey began serendipitously with Vitaminwater, founded by entrepreneur Darius Bikoff. Tasked with overseeing the legal aspects of this fledgling company, Ryan and his partner Nicholas Giannuzzi found themselves at the ground floor of what would become a transformative brand in the consumer products industry. Their early work involved everything from financing rounds to celebrity partnerships, including 50 Cent’s equity stake and flavor endorsement and Jennifer Aniston’s long-term partnership. This hands-on experience laid the foundation for their specialized legal practice.
Founded in 2011, Giannuzzi Lewendon LLP quickly carved out a niche, focusing exclusively on consumer-facing businesses. Ryan and Nick’s strategic positioning as a go-to legal partner for CPG brands allowed them to leverage their expertise in structuring deals, building infrastructure, and fostering parity between founders and investors. Their unique approach and deep industry knowledge attracted clients like Vita Coco, Happy Baby Organic Baby Food, Hint Water, and Pirate’s Booty, among others.
One of the core tenets of Ryan’s practice is the importance of long-term client relationships. Unlike many law firms that have brief engagements, Ryan’s firm prides itself on developing decade-long partnerships. This deep engagement enables them to provide more than just legal advice; they become strategic partners, helping clients navigate growth and exit opportunities with tailored guidance.
Ryan emphasizes that authenticity is crucial in building lasting business relationships. He believes that being true to oneself, even if it means excluding certain potential clients, leads to stronger, more genuine partnerships. This authenticity fosters trust and loyalty, which are invaluable during the inevitable ups and downs of business growth.
The firm's reputation was cemented with high-profile deals such as the sale of Vitaminwater to Coca-Cola for $4.8 billion and the successful exits of brands like Blueprint to Hain Celestial. These successes showcased their ability to guide companies from modest beginnings to lucrative exits, further attracting clients seeking similar outcomes.
When it comes to investments, Ryan outlines three critical criteria: the founder, the product, and the timing. The founder's drive and vision are paramount, followed by the product's market fit and the timing of its introduction. This approach ensures they back ventures with the highest potential for success.
Ryan’s firm maintains its focus on corporate M&A within the CPG sector, avoiding diversification into unrelated areas. This specialized focus allows them to offer unparalleled expertise and strategic value, making them indispensable to their clients. Their deep industry knowledge and extensive experience provide a competitive edge that broad-based firms cannot match.
Looking to the future, Ryan identifies key trends in the CPG space, such as personalized nutrition and intelligent beauty. These areas are poised for significant growth as technology enables more customized consumer experiences. Brands that can harness data to offer personalized products will likely lead the market in the coming years.
Interestingly, Ryan's early experience running a bar in New Orleans taught him valuable lessons in customer engagement and business operations. These skills translated well into his legal practice, where understanding client needs and creating a welcoming environment are crucial.
Ryan Lewendon’s story is a testament to the power of specialization, long-term relationships, and authenticity in business. His firm’s success in guiding consumer brands from inception to exit illustrates the value of a focused, client-centric approach.
As trends like personalized nutrition and intelligent beauty emerge, Giannuzzi Lewendon LLP is well-positioned to continue leading the way in the CPG legal landscape.
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