ON THE SPOT
Kevin Hedderwick tests his entrepreneurial mettle again at Brian Joffe's Long4Life
The former Famous Brands CEO talks to Giulietta Talevi about what sort of assets their new venture will be looking at
It is the week of the Second Career Coming: Grant Pattison, former Massmart CEO, taking on the toughest job in South African retail at Edcon and Famous Brands lifer Kevin Hedderwick teaming up with Brian Joffe at Long4Life as chief operating officer. Not keen to spend the rest of his days waiting for the occasional board pack, Hedderwick is back in the business of entrepreneurs. Have you joined as the rainmaker? Brian is the rainmaker, but together we are quite well connected so we will both be looking for opportunities. There is lots of flexibility in the model: we are not saying we are looking for businesses that are doing more than R100m in ebitda, etc – it doesn’t matter. They can be small or medium-sized, as long as they are great brands with great people and are scaleable and with some equity. Long4Life will invent itself as it goes along. While I don’t think it will necessarily always be locked into the lifestyle space, we are not going to go looking at businesses that are in...
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