Down2Earth invests in Golden Care and reinforces its management to accelerate growth ambitions

3 April 2024

Golden Care is a global provider of eco-friendly cleaning and (colour)protection products for outdoor furniture in a wide range of materials (such as teak, fabric, wicker, …). To support its growth, Down2Earth Opportunities Fund (D2E) acquires a majority stake in the company, alongside buy-in management.


Golden Care was founded in 1996, with a focus on 100% water-based and bio-degradable maintenance products for outdoor furniture, which are safe for humans and the environment (non-hazardous). Due to the excellent performance of its products, which are continuously improved by means of in-house R&D, Golden Care quickly became the supplier of choice for the leaders in the outdoor living market in Benelux.


Additionally, a strong international presence has already been established with a.o. market entry in the USA in 2006 and in Asia in 2012. As a result, Golden Care is present in the entire value chain, servicing manufacturers, brands and retailers of outdoor furniture


In the coming years, Golden Care wants to accelerate its growth trajectory, by continuing its international expansion and introducing its top-quality cleaning and protection products in new market segments and new geographies.


In order to realize these ambitious plans, the entry of D2E coincides with the reinforcement of the management team of Golden Care with a new CEO and R&D manager, while the current management team remains committed to Golden Care, both operationally and as a shareholder.


“State-of-the-art products and close client relationships have been the cornerstones of the growth we have realized over the past 28 years,” says Aart van Keersop, co-founder of Golden Care. “In D2E we have found the ideal partner to reinforce our management team and accelerate our growth.”, he adds.


“Golden Care has built up a strong position in a growing market,” says Regis De Preter of Down2Earth. “With its leading product portfolio of environmentally-friendly products, we are convinced that Golden Care will be able to continue its worldwide expansion, which we are happy to support.”


“My primary focus will be driving the expansion of our business while also nurturing our existing relationships with customers, utilizing my extensive experience in the outdoor industry,” says Seb Vangrunderbeek, the newly appointed CEO of Golden Care. “Golden Care has an exceptional reputation, and we are glad to commit ourselves to the company on the long term and build on this foundation, collectively elevating the company to even greater heights.”


About Golden Care:
Golden Care is a globally active company dedicated to the care and protection of outdoor furniture. For more information:


About Down2Earth:
Down 2 Earth Capital is an independent private equity fund, founded in 2013, focusing on small and medium-sized transactions in Belgium. D2E Capital combines years of successful private equity experience with top-level industry expertise. For more information: