Paris, October 26th, 2022

Following a competitive process that brought together players from Europe and the US, the independent communication agency Why? Brand Design, based in Singapore and specialised in branding and design, joins the French group Lonsdale, which is consolidating its international footprint.


This strategic acquisition marks a new phase in Lonsdale’s ambitious expansion plan and confirms the company’s desire to develop an integrated hub by major geographical area. After Paris and its hub dedicated to Europe, this direct presence in Singapore enables the company to serve the entire Asia Pacific zone, a key region for many of its international customers such as Bel, L’Oréal, Sanofi and Lagardère Travel Retail.


Lonsdale now has 250 talents and a turnover of €30 million in 2022, 25% of which outside France (Asia, Middle East), with the goal to reach 40% by 2025. Cécile Ayed, Managing Director of Why? Brand Design, joins Lonsdale’s board as Partner.


For Frédéric Messian, President of Lonsdale: “This hub in Southeast Asia gives us a fine understanding of the cultural nuances and transformation challenges of this key region. The integration into the Lonsdale collective of Why? Brand Design – 37 employees of 11 nationalities -, aims to enrich our global approach to design and our business-minded creativity.”


Florent de Maximy, founder of Why Brand Design says «Why ? Brand Design has experienced strong growth since its inception by capitalising on its design expertise dedicated to international consumer brands. Joining the Lonsdale group will allow it to move on to a new level, thanks in particular to a presence in Europe and access to other design professions. I am very happy to pass the torch to an independent group whose core business is branding and which values entrepreneurship and agility. These objectives and challenges were perfectly understood by our advisor DDA & Company who accompanied us with commitment and efficiency throughout the process. A big thank you to them”


Cécile Ayed adds “Singapore has bounced back particularly well after the pandemic, consolidating its position as a regional hub. We are seeing more multinationals setting up their HQ’s and R&D Centers in Singapore. Joining Lonsdale, with its strong European heritage, will allow Why? Brand Design to better serve its customers, by giving them access to new expertise from Corporate or Retail. It is also a direct connection to Innovation teams and the creation of a seamless strategic planning.”


DDA & Company’s team, made up of Alain Sitbon and Benjamin Guedj, advised Why? Brand Design on its sale. This operation once again reflects DDA & Company’s expertise in the communication sector and its capacity to complete cross-border deals