‘Business as usual’: Coterie Group CEO on Links Concept acquisition

Two months after Coterie Group acquired Links Concept, CEO Michael Saunders speaks to Rebecca Lo about his plans to amplify the strengths of the Hong Kong wine merchant.

Following a December trip to visit the offices of Links Concept Family Wine Merchants in greater China, Michael Saunders returned to London brimming with enthusiasm for the company.

“It was wonderful meeting the Links team,” said the CEO of London-based Coterie Group. “People have worked there for 20 or 25 years, and their passion was tangible. 

“Beijing-based general manager Louie Li took me to see customers across mainland China. I recognised straight away how they had a personal connection to him. As for managing director Jermann Lai – otherwise known as Man – there is hardly anyone that he doesn’t know.”

Recent acquisition

Coterie Group first announced the acquisition of Links Concept in November 2025. The 25-year-old Hong Kong-headquartered distributor joined other Coterie Group companies such as UK wine merchants Lay & Wheeler and Hallgarten & Novum Wines; bonded storage facilities Coterie Vaults; wine lender Jera; and superyacht supplier Global Wine Solutions. 

The group’s ultimate goal is to offer wine connoisseurs a full spectrum of services including purchase, storage, trade, movement and enjoyment of fine wine.

Saunders admitted that it was serendipity that connected Coterie Group to Links Concept. “Our executive director Lily Feng was introduced to Alice de la Fuente Saez, director of Links Concept and widow of founder Patricio de la Fuente Saez,” he said.

Business as usual

“We had been aware of the business for years. We knew they had a fantastic team and great service. Links’ network within mainland China is a good fit for us. And theirs is a legacy we can build upon. Since the acquisition, we have fielded many calls from agencies sharing their love for Links.”

Similar to Coterie Group’s portfolio, Links Concepts is comprised of family owned and operated producers including French Champagne house Louis Roederer, Spain’s Familia Torres and Australia’s Shaw + Smith. 

Saunders said he did not anticipate any drama, “as we are not changing anything.” He added: “It is business as usual, under different shareholders.

“Alice has written to all her customers informing them of the changes, and will be our bridge to continuing established relationships.”

Making moves

With the team remaining as-is, Saunders compared any foreseeable intervention to tinkering with a car engine to fine-tune how Links Concept operates – including trust building. “As benign owners, we like to think we are good at this,” said Saunders. “We plan to accelerate and amplify the good marketing work already done.”

Going forward, Coterie Group will work with the Links Concept team to ensure it feels empowered and supported while helping it to grow. “The market has not been easy the past few years,” Saunders admitted. “There is a lot to do. But no one from London will be moving over. Instead, we will advise. 

“Lily is based in Taipei; she will visit Hong Kong on a regular basis. Andrew Shaw, our wine director, will work with Links on supplier support. Our group finance director Jody Hodges will provide counsel support. That’s the benefit of joining us: to leverage our expertise.”

Key to success

Saunders acknowledged that while every acquisition is a different beast with its own nuances, the fundamentals behind success are the same. “It’s that connection between the supplier and the customer,” he stressed. “What I bring to the table is more than 40 years in the industry. 

“The common thread is that we are a people business. It’s about knowledge of the industry. At the same time, continuity is important. We are not about parachuting in people. We don’t want to make a big thing out of this acquisition.”

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