What Sawaya Partners does

CG Sawaya Partners is a premium independent M&A advisory business specializing exclusively in the consumer industry. Operating as a division of Canaccord Genuity Group Inc. (TSX: CG) since December 2021, the firm provides mergers and acquisitions advisory, corporate finance, restructuring, debt advisory, and strategic advice to corporate, government, and private equity clients in the consumer sector. The firm organizes its coverage around four consumer segments: Food & Beverage, Health & Wellness, Home & Auto, and Outdoors. Its core service is sell-side and buy-side M&A advisory for middle market consumer growth companies, with complementary capabilities in equity capital markets and debt advisory leveraged through Canaccord Genuity's broader platform spanning 10 countries and 10 stock exchanges.

The firm has no proprietary technology platform or AI tooling disclosed; its competitive foundation rests on senior banker expertise and deep category knowledge in the consumer arena. Recent disclosed mandates include acting as exclusive financial advisor to Foundation Consumer Healthcare on the US$1.045 billion divestiture of Breathe Right and other consumer health brands to Prestige Consumer Health (June 2026), co-managing Hims & Hers' US$403 million convertible senior notes offering (May 2026), and advising ONCAP on Venanpri Group's joint venture with Griffon Corporation (June 2026).

Revenue is generated through transaction-based advisory fees, including M&A success fees and capital markets co-management economics. The go-to-market is enterprise field sales, leveraging deep relationship networks with consumer industry executives and private equity sponsors. The leadership team includes Fuad Sawaya (Vice Chairman & Global Head of Consumer Investment Banking), Jeffrey H. Kuhr (Head of US Consumer Investment Banking), and multiple Managing Directors across the New York-based team. Sawaya Partners was originally founded in 2001 and rebranded under the CG Sawaya Partners identity following the 2021 Canaccord integration.

Name

Sawaya Partners

Legal name

CG Sawaya Partners

Website

https://sawayapartners.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

CG Sawaya Partners is a premium M&A advisory firm within Canaccord Genuity Group, specializing exclusively in consumer industry mergers, acquisitions, and financial advisory services for middle market growth companies, private equity sponsors, and corporate clients across Food & Beverage, Health & Wellness, Home & Auto, and Outdoors segments.

Ownership category

akta.pro rank

Product category

Investment Banking / M&A Advisory

NAICS

Management Consulting Services (54161), Securities and Commodity Contracts Intermediation and Brokerage (5231)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industry-Specialist / Sector-Focused M&A Advisory (FSAEAGAJ)

akta.pro secondary industries

Buy-Side M&A Advisory (FSAEAGAB), Corporate Development & Strategic Partnerships Advisory (JVs, Alliances, Carve-outs) (BPAHAOAG)

Keywords

• M&A advisory services
• Consumer investment banking
• Financial advisory services
• Equity capital markets
• Debt advisory services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. M&A Advisory Fees: Transaction-based advisory fees for mergers, acquisitions, and financial advisory services to consumer industry companies. Revenue generated through successful deal completion, typically including sell-side and buy-side M&A mandates.
2. Capital Markets Services: Equity capital markets and debt advisory services as part of Canaccord Genuity's broader platform, including co-management of debt and equity offerings.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

CG Sawaya Partners is a premium independent M&A advisory firm specializing in the consumer industry, providing sell-side, buy-side, divestiture, joint venture, equity capital markets, and debt advisory services. Operating as a division of Canaccord Genuity Group since December 2021, the firm serves middle market growth companies across Food & Beverage, Health & Wellness, Home & Auto, and Outdoors consumer segments.

Product overview

CG Sawaya Partners is a premium independent M&A advisory business that operates as part of Canaccord Genuity Group's investment banking division. The firm offers a unified suite of financial advisory services centered on the consumer industry, comprising M&A and Financial Advisory Services (the core offering), Consumer Investment Banking (serving growth companies in Food & Beverage, Health & Wellness, Home & Auto, and Outdoors segments), Equity Capital Markets (for equity offerings and IPO support), and Debt Advisory & Restructuring services. These services are delivered through Canaccord Genuity's global platform spanning 10 countries with access to 10 stock exchanges.

Differentiator

Problem solved

Functional benefit

Products and services

• M&A and Financial Advisory Services Premium independent mergers and acquisitions advisory and corporate finance services targeting middle market growth companies in the consumer industry, including sell-side mandates, buy-side acquisitions, divestitures, joint ventures, corporate finance, restructuring, debt advisory, and strategic advice.
• Consumer Investment Banking Full-service middle market investment banking coverage focused exclusively on growth companies in four consumer verticals: Food & Beverage, Health & Wellness, Home & Auto, and Outdoors.
• Equity Capital Markets Equity capital markets services delivered through Canaccord Genuity's broader platform, including equity underwriting, IPO support, secondary offerings, and co-management of equity and convertible debt offerings for corporate and private equity clients.
• Debt Advisory & Restructuring Debt advisory and restructuring services for corporate, government, and private equity clients globally, delivered as part of Canaccord Genuity's investment banking group.

Quantifiable outcome

• US$1.045 billion transaction - Foundation Consumer Healthcare divestiture of Breathe Right® and Other Consumer Health Brands to Prestige Consumer Health (June 2026)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lincoln International: Global mid-market M&A advisory with deep consumer sector coverage and a relationship-driven, sector-focused model that directly parallels Sawaya's premium consumer advisory franchise.
• Livingstone Partners: Global mid-market M&A advisory with a strong consumer products sector practice, comparable in size, business model, and target client profile to CG Sawaya Partners.
• William Blair: Mid-market investment bank with a dedicated consumer investment banking group serving growth companies — comparable advisory model, sector focus, and middle-market client profile.
• Brown Gibbons Lang & Co. Independent middle-market investment bank with a Consumer team focused on branded consumer products M&A — a close boutique competitor with similar sector specialization.
• Harris Williams: Middle-market M&A advisor with a dedicated Consumer Group covering food, beverage, health and wellness, and outdoor — overlapping directly with Sawaya's four consumer verticals.
• Canaccord Genuity Group Inc. Parent company and direct platform peer — Canaccord Genuity is the largest independent investment dealer in Canada and provides the global investment banking platform that Sawaya operates within.
• Robert W. Baird & Co. Mid-market investment bank with a strong consumer products M&A practice. Comparable to Sawaya in serving growth-oriented consumer companies with advisory and capital markets services, and a similar boutique-on-platform model.

Broad incumbents

• Jefferies: Full-service global investment bank with a meaningful consumer M&A franchise. Competes with Sawaya for larger consumer mandates and provides capital markets capabilities in adjacent service lines.
• Piper Sandler: Investment bank with a dedicated consumer investment banking group serving middle-market and growth companies, with broader scale and product breadth than Sawaya but overlapping consumer client base.
• Centerview Partners: Elite independent advisory firm with substantial consumer M&A activity. While larger and more diversified, it competes with Sawaya for high-value consumer mandates given its premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/canaccord-genuity-global-capital-markets
• Xx.com/SawayaPartners

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sawaya Partners