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Merel van Cruchten

Associate Partner,


Leader in the Consumer Products and Retail practices, with core capability in Commercial Strategy

Sobre Merel

Merel van Cruchten is a member of the firm’s Consumer Products, Retail and Private Equity practices. Since beginning her career in 2011, she's gained consulting and industry experience across Europe and Asia, having previously been based in our Tokyo Office.

Merel primarily advises clients across the consumer products and retail industries, working in such sectors as beverages, food, luxury goods, apparel. Her core capability includes commercial strategy (top-line growth acceleration), with emphasis on brand strategy and commercial excellence. She has also gained broad expertise across the value chain of private equity investors, including commercial due diligence, portfolio value creation and exit planning.

In addition to her client work, she is passionate about people development and has led various talent initiatives across the Amsterdam and Tokyo offices.

Prior to Bain, Merel worked in corporate and business unit strategy in the financial services industry, focusing on the retail segment. She holds a BSc and MSc in international business from Maastricht University with a concentration in finance.

Outside of working hours, Merel is a happy mother of two, and enjoys various sports. 

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