Merel van Cruchten - Management Consultant

<!DOCTYPE html> <html lang="en" id="html" data-toggler=".off-canvas-menu--active" dir="ltr" data-generated-at="2/17/2025 3:24:39 PM"> <head prefix="og: http://ogp.me/ns# article: http://ogp.me/ns/article# profile: http://ogp.me/ns/profile#"> <title>Merel van Cruchten - Management Consultant | Bain & Company</title> <meta charset="UTF-8"> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <meta name="format-detection" content="telephone=no" /> <meta name="google" content="notranslate" /> <meta name="description" content="Merel van Cruchten is a member of the firm&rsquo;s <a href="/link/42c37f14c3924ab5bcc0cbc386a0c418.aspx">Consumer Products</a>, <a href="/link/80db637eba854453a639adfe3435a377.aspx">Retail</a> and <a href="/link/c857f4077d2f4202b720a7b2104ea312.aspx">Private Equity</a> 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." /> <meta name="keywords" /> <meta property="fb:app_id" content="" /> <meta property="og:type" content="profile" /> <meta property="profile:first_name" content="Merel" /> <meta property="profile:last_name" content="van Cruchten" /> <meta property="og:title" content="Merel van Cruchten" /> <meta property="og:description" content="Consumer Products, Private Equity, Retail" /> <meta property="og:image" content="https://www.bain.com/contentassets/e76b23ae445c4c0e8456a98b13c56a22/van-cruchten-merel-16_9.jpg" /> <meta property="og:url" content="https://www.bain.com/our-team/merel-van-cruchten/" /> <meta property="og:site_name" content="Bain" /> <meta property="og:locale" content="en" /> <meta name="twitter:title" content="Merel van Cruchten" /> <meta name="twitter:site" content="Bain" /> <meta name="twitter:card" 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data-toggle-class="level-three-active">Transportation</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-56dd1a86-47fe-492d-b2ef-74027577bb0c, #sub-nav-56dd1a86-47fe-492d-b2ef-74027577bb0c-close, #nav-253e1f42-778b-4603-bef6-923f86153a61-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-56dd1a86-47fe-492d-b2ef-74027577bb0c-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Industries</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/industry-expertise/transportation/" aria-label="Transportation">Transportation</a> </h5> <ul> <li> <a href="/industry-expertise/transportation/freight-logistics/" aria-label="Freight & Logistics">Freight & Logistics</a> </li> <li> <a href="/industry-expertise/transportation/public-transit/" aria-label="Public Transit">Public Transit</a> </li> </ul> </div> </div> </li> <li> <a href="/industry-expertise/travel-leisure/" aria-label="Travel & Leisure">Travel & Leisure</a> </li> </ul> </div> </div> </div> </div> </section> </div> </div> </li> <li> <a href="#" id="nav-635b9b62-b0d3-430b-9cd6-96150fae737e" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active">Consulting Services</a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-635b9b62-b0d3-430b-9cd6-96150fae737e, #nav-635b9b62-b0d3-430b-9cd6-96150fae737e-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span 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href="/consulting-services/customer-strategy-and-marketing/customer-experience-transformation/" aria-label="Customer Experience">Customer Experience</a> </li> <li> <a href="/consulting-services/sustainability-corporate-responsibility/" aria-label="Sustainability">Sustainability</a> </li> <li> <a href="/consulting-services/strategy/next-business-building/" aria-label="Innovation">Innovation</a> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/consulting-services/mergers-acquisitions/" aria-label="M&A">M&A</a> </li> <li> <a href="/consulting-services/operations/" aria-label="Operations">Operations</a> </li> <li> <a href="/consulting-services/organization/" aria-label="People & Organization">People & Organization</a> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/industry-expertise/private-equity/" aria-label="Private Equity">Private Equity</a> </li> <li> <a 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<section data-dynamic-max-height data-delay-time="400"> <div class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="/insights/">Insights</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/insights/industry-insights/" aria-label="Industry Insights">Industry Insights</a> </li> <li> <a href="/insights/consulting-services-insights/" aria-label="Services Insights">Services Insights</a> </li> <li> <a href="/insights/books/" aria-label="Bain Books">Bain Books</a> </li> <li> <a href="/insights/topics/bain-webinars-expire/" aria-label="Webinars">Webinars</a> </li> <li> <a href="/about/bain-futures/" aria-label="Bain Futures ">Bain Futures </a> </li> </ul> </div> </div> <a class="primary-nav__see-all" href="/insights/">View all Insights</a> </div> <section class="primary-nav__secondary-list"> <h5 class="primary-nav__mega-menu-heading">Featured topics</h5> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/insights/topics/ai/" aria-label="Artificial Intelligence">Artificial Intelligence</a> </li> <li> <a href="/insights/topics/inflation/" aria-label="Managing Inflation">Managing Inflation</a> </li> <li> <a href="/insights/topics/volatility/" aria-label="Thriving in Uncertainty">Thriving in Uncertainty</a> </li> <li> <a href="/insights/topics/ceo-agenda/talent/" aria-label="The Talent Imperative">The Talent Imperative</a> </li> <li> <a href="/insights/topics/macro-trends/" aria-label="Macro Trends">Macro Trends</a> </li> </ul> </div> </div> </section> <section class="primary-nav__secondary-list"> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/insights/topics/m-and-a-report/" aria-label="M&A Report">M&A Report</a> </li> <li> <a 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id="sub-nav-a3e03662-e398-4216-a284-2242269c2729" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Diversity, Equity & Inclusion</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-a3e03662-e398-4216-a284-2242269c2729, #sub-nav-a3e03662-e398-4216-a284-2242269c2729-close, #-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-a3e03662-e398-4216-a284-2242269c2729-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">About</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/about/further/diversity-equity-inclusion/" aria-label="Diversity, Equity & Inclusion">Diversity, Equity & Inclusion</a> </h5> <ul> <li> <a href="/about/further/diversity-equity-inclusion/dei-report/" aria-label="2024 Diversity, Equity, and Inclusion Report">2024 Diversity, Equity, and Inclusion Report</a> </li> <li> <a href="/about/further/diversity-equity-inclusion/dei-report/2023/" aria-label="2023 Diversity, Equity, and Inclusion Report">2023 Diversity, Equity, and Inclusion Report</a> </li> </ul> </div> </div> </li> </ul> </div> </div> </section> <section class="primary-nav__secondary-list"> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/about/further/our-social-impact/" aria-label="Social Impact">Social Impact</a> </li> <li> <a href="/about/further/our-sustainability/" aria-label="Sustainability">Sustainability</a> </li> <li> <a href="/about/world-economic-forum/" aria-label="World Economic Forum">World Economic Forum</a> </li> </ul> </div> </div> <a class="primary-nav__see-all" href="/about/further/" aria-label="Learn more about Further">Learn more about Further</a> </section> </div> </section> </div> </div> </li> <li> <a href="#" id="nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active">Careers</a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657, #nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span class="icon-bars"></span> </button> <div class="off-canvas-menu__logo primary-nav__logo "> <a href="/" aria-label="Main navigation logo link"> <img alt="" src="/contentassets/0b88e3e10a7b4592809517c28b75847e/logo_red_bain.svg" /> </a> </div> </div> <div class="off-canvas-menu__back-link"> <a id="nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657-close" data-toggle="off-canvas-header" data-toggle-element="#off-canvas-menu-container" data-close-only="true" data-toggle-class="level-two-active" data-remove-class="level-three-active" class="off-canvas-menu__back-link ">Main menu</a> </div> <section data-dynamic-max-height data-delay-time="400"> <div class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="/careers/">Careers</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-55fec2bb-2f09-4d60-bd6a-e7e34cfbf24e" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Work with Us</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-55fec2bb-2f09-4d60-bd6a-e7e34cfbf24e, #sub-nav-55fec2bb-2f09-4d60-bd6a-e7e34cfbf24e-close, #nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-55fec2bb-2f09-4d60-bd6a-e7e34cfbf24e-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Careers</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/careers/work-with-us/" aria-label="Work with Us">Work with Us</a> </h5> <ul> <li> <a href="/careers/work-with-us/find-your-place/" aria-label="Find Your Place">Find Your Place</a> </li> <li> <a href="/careers/work-with-us/our-work-areas/" aria-label="Our Work Areas">Our Work Areas</a> </li> <li> <a href="/careers/work-with-us/integrated-teams/" aria-label="Integrated Teams">Integrated Teams</a> </li> <li> <a href="/careers/work-with-us/students/" aria-label="Students">Students</a> </li> <li> <a href="/careers/work-with-us/internships-programs/" aria-label="Internships & Programs">Internships & Programs</a> </li> <li> <a href="/careers/work-with-us/recruiting-events/" aria-label="Recruiting Events">Recruiting Events</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-88cfdcde-99be-4a19-a68b-326ea5c1e8ee" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Life at Bain</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-88cfdcde-99be-4a19-a68b-326ea5c1e8ee, #sub-nav-88cfdcde-99be-4a19-a68b-326ea5c1e8ee-close, #nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-88cfdcde-99be-4a19-a68b-326ea5c1e8ee-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Careers</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/careers/life-at-bain/" aria-label="Life at Bain">Life at Bain</a> </h5> <ul> <li> <a href="/careers/life-at-bain/supporting-your-growth/career-stories/" aria-label="Career Stories">Career Stories</a> </li> <li> <a href="/careers/life-at-bain/our-people/" aria-label="Our People">Our People</a> </li> <li> <a href="/careers/life-at-bain/where-we-work/" aria-label="Where We Work">Where We Work</a> </li> <li> <a href="/careers/life-at-bain/supporting-your-growth/" aria-label="Supporting Your Growth">Supporting Your Growth</a> </li> <li> <a href="/careers/life-at-bain/affinity-groups/" aria-label="Affinity Groups">Affinity Groups</a> </li> <li> <a href="/careers/life-at-bain/benefits/" aria-label="Benefits">Benefits</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="/careers/impact-stories/" aria-label="Impact Stories">Impact Stories</a> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="sub-nav-618959a5-b2f7-423b-9508-912745c928b2" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Hiring Process</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#sub-nav-618959a5-b2f7-423b-9508-912745c928b2, #sub-nav-618959a5-b2f7-423b-9508-912745c928b2-close, #nav-5598dda8-62d1-47b7-9e43-2eeaf6f0a657-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="sub-nav-618959a5-b2f7-423b-9508-912745c928b2-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" class="off-canvas-menu__back-link">Careers</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5> <a href="/careers/hiring-process/" aria-label="Hiring Process">Hiring Process</a> </h5> <ul> <li> <a href="/careers/hiring-process/what-to-expect/" aria-label="What to Expect">What to Expect</a> </li> <li> <a href="/careers/hiring-process/interviewing/" aria-label="Interviewing">Interviewing</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__career-ctas primary-nav__career-ctas-hamburger"> <a href="/careers/find-a-role/" class="btn--pill-hamburger " data-ctabuttonclick="true">FIND JOBS </a> </div> </div> </div> </div> </section> </div> </div> </li> </ul> <ul class="primary-nav__level-one off-canvas-menu__utility-nav global-utility-nav"> <li> <a href="#" id="nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active"> Offices </a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35, #nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span class="icon-bars"></span> </button> <div class="off-canvas-menu__logo primary-nav__logo "> <a href="/" aria-label="Main navigation logo link"> <img alt="" src="/contentassets/0b88e3e10a7b4592809517c28b75847e/logo_red_bain.svg" /> </a> </div> </div> <div class="off-canvas-menu__back-link"> <a id="nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active" data-remove-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Main menu</a> </div> <section data-dynamic-max-height data-delay-time="400"> <div class="primary-nav__level2-container"> <div class="primary-nav__primary-list"> <h4 class="primary-nav__mega-menu-heading"> <a href="" aria-label="Offices">Offices</a> </h4> <div class="primary-nav__col-group"> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-815a23aa-36f3-40ed-82c2-7f5f17296d38" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">North & Latin America</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-815a23aa-36f3-40ed-82c2-7f5f17296d38, #nav-utility-815a23aa-36f3-40ed-82c2-7f5f17296d38-close, #nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-815a23aa-36f3-40ed-82c2-7f5f17296d38-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">North & Latin America</h5> <ul> <li> <a href="/offices/atlanta/" aria-label="Atlanta">Atlanta</a> </li> <li> <a href="/offices/austin/" aria-label="Austin">Austin</a> </li> <li> <a href="/offices/bogota/" aria-label="Bogota">Bogota</a> </li> <li> <a href="/offices/boston/" aria-label="Boston">Boston</a> </li> <li> <a href="/offices/buenos-aires/" aria-label="Buenos Aires">Buenos Aires</a> </li> <li> <a href="/offices/Chicago/" aria-label="Chicago">Chicago</a> </li> <li> <a href="/offices/dallas/" aria-label="Dallas">Dallas</a> </li> <li> <a href="/offices/denver/" aria-label="Denver">Denver</a> </li> <li> <a href="/offices/houston/" aria-label="Houston">Houston</a> </li> <li> <a href="/offices/los-angeles/" aria-label="Los Angeles">Los Angeles</a> </li> <li> <a href="/offices/mexico-city/" aria-label="Mexico City">Mexico City</a> </li> <li> <a href="/offices/minneapolis-frwd/" aria-label="Minneapolis">Minneapolis</a> </li> <li> <a href="/offices/monterrey/" aria-label="Monterrey">Monterrey</a> </li> <li> <a href="/offices/montreal/" aria-label="Montreal">Montreal</a> </li> <li> <a href="/offices/new-york/" aria-label="New York">New York</a> </li> <li> <a href="/offices/rio-de-janeiro/" aria-label="Rio de Janeiro">Rio de Janeiro</a> </li> <li> <a href="/offices/san-francisco/" aria-label="San Francisco">San Francisco</a> </li> <li> <a href="/offices/santiago/" aria-label="Santiago">Santiago</a> </li> <li> <a href="/offices/sao-paulo/" aria-label="São Paulo">São Paulo</a> </li> <li> <a href="/offices/seattle/" aria-label="Seattle">Seattle</a> </li> <li> <a href="/offices/silicon-valley/" aria-label="Silicon Valley">Silicon Valley</a> </li> <li> <a href="/offices/toronto/" aria-label="Toronto">Toronto</a> </li> <li> <a href="/offices/washington-dc/" aria-label="Washington, DC">Washington, DC</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-2b2440bf-6e7a-47d9-b173-1938f6427145" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Europe & Africa</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-2b2440bf-6e7a-47d9-b173-1938f6427145, #nav-utility-2b2440bf-6e7a-47d9-b173-1938f6427145-close, #nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-2b2440bf-6e7a-47d9-b173-1938f6427145-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Europe & Africa</h5> <ul> <li> <a href="/offices/amsterdam/" aria-label="Amsterdam">Amsterdam</a> </li> <li> <a href="/offices/athens/" aria-label="Athens">Athens</a> </li> <li> <a href="/offices/berlin/" aria-label="Berlin">Berlin</a> </li> <li> <a href="/offices/brussels/" aria-label="Brussels">Brussels</a> </li> <li> <a href="/offices/copenhagen/" aria-label="Copenhagen">Copenhagen</a> </li> <li> <a href="/offices/dusseldorf/" aria-label="Dusseldorf">Dusseldorf</a> </li> <li> <a href="/offices/frankfurt/" aria-label="Frankfurt">Frankfurt</a> </li> <li> <a href="/offices/helsinki/" aria-label="Helsinki">Helsinki</a> </li> <li> <a href="/offices/istanbul/" aria-label="Istanbul">Istanbul</a> </li> <li> <a href="/offices/johannesburg/" aria-label="Johannesburg">Johannesburg</a> </li> <li> <a href="/offices/kyiv/" aria-label="Kyiv">Kyiv</a> </li> <li> <a href="/offices/lisbon/" aria-label="Lisbon">Lisbon</a> </li> <li> <a href="/offices/london/" aria-label="London">London</a> </li> <li> <a href="/offices/madrid/" aria-label="Madrid">Madrid</a> </li> <li> <a href="/offices/milan/" aria-label="Milan">Milan</a> </li> <li> <a href="/offices/munich/" aria-label="Munich">Munich</a> </li> <li> <a href="/offices/oslo/" aria-label="Oslo">Oslo</a> </li> <li> <a href="/offices/paris/" aria-label="Paris">Paris</a> </li> <li> <a href="/offices/rome/" aria-label="Rome">Rome</a> </li> <li> <a href="/offices/stockholm/" aria-label="Stockholm">Stockholm</a> </li> <li> <a href="/offices/vienna/" aria-label="Vienna">Vienna</a> </li> <li> <a href="/offices/warsaw/" aria-label="Warsaw">Warsaw</a> </li> <li> <a href="/offices/zurich/" aria-label="Zurich">Zurich</a> </li> </ul> </div> </div> </li> </ul> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-a86268ad-58af-4394-b35b-a240010cdbc9" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Middle East</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-a86268ad-58af-4394-b35b-a240010cdbc9, #nav-utility-a86268ad-58af-4394-b35b-a240010cdbc9-close, #nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-a86268ad-58af-4394-b35b-a240010cdbc9-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5><a href=/offices/middle-east/>Middle East</a></h5> <ul> <li> <a href="/offices/doha/" aria-label="Doha">Doha</a> </li> <li> <a href="/offices/dubai/" aria-label="Dubai">Dubai</a> </li> <li> <a href="/offices/riyadh/" aria-label="Riyadh">Riyadh</a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-093a8451-d865-44ec-bb58-b0b4c2268d4e" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Asia & Australia</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-093a8451-d865-44ec-bb58-b0b4c2268d4e, #nav-utility-093a8451-d865-44ec-bb58-b0b4c2268d4e-close, #nav-utility-50b543e2-5957-4b8f-91b2-47452c403d35-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-093a8451-d865-44ec-bb58-b0b4c2268d4e-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Offices</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Asia & Australia</h5> <ul> <li> <a href="/offices/bangkok/" aria-label="Bangkok">Bangkok</a> </li> <li> <a href="/offices/beijing/" aria-label="Beijing">Beijing</a> </li> <li> <a href="/offices/bengaluru/" aria-label="Bengaluru">Bengaluru</a> </li> <li> <a href="/offices/ho-chi-minh-city/" aria-label="Ho Chi Minh City">Ho Chi Minh City</a> </li> <li> <a href="/offices/hong-kong/" aria-label="Hong Kong">Hong Kong</a> </li> <li> <a href="/offices/jakarta/" aria-label="Jakarta">Jakarta</a> </li> <li> <a href="/offices/kuala-lumpur/" aria-label="Kuala Lumpur">Kuala Lumpur</a> </li> <li> <a href="/offices/manila/" aria-label="Manila">Manila</a> </li> <li> <a href="/offices/melbourne/" aria-label="Melbourne">Melbourne</a> </li> <li> <a href="/offices/mumbai/" aria-label="Mumbai">Mumbai</a> </li> <li> <a href="/offices/new-delhi/" aria-label="New Delhi">New Delhi</a> </li> <li> <a href="/offices/perth/" aria-label="Perth">Perth</a> </li> <li> <a href="/offices/seoul/" aria-label="Seoul">Seoul</a> </li> <li> <a href="/offices/shanghai/" aria-label="Shanghai">Shanghai</a> </li> <li> <a href="/offices/singapore/" aria-label="Singapore">Singapore</a> </li> <li> <a href="/offices/sydney/" aria-label="Sydney">Sydney</a> </li> <li> <a href="/offices/tokyo/" aria-label="Tokyo">Tokyo</a> </li> </ul> </div> </div> </li> </ul> </div> </div> <a href="/about/offices/" aria-label="See all offices" target="" class="primary-nav__see-all">See all offices</a> </div> </div> </section> </div> </div> </li> <li > <a href="/about/alumni-services/" aria-label="Alumni" class="">Alumni</a> </li><li > <a href="/about/media-center/" aria-label="Media Center" target="_top" class="">Media Center</a> </li><li > <a href="/subscribe/" aria-label="Subscribe" class="">Subscribe</a> </li><li > <a href="/about/contact-us/" aria-label="Contact" target="_top" class="">Contact</a> </li> <li> <a href="#" id="nav-utility-3b14f9c0-7b04-4d76-88f3-ce849ce309a4" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-two-active"> <i class="utility-navigation__icon utility-navigation__icon--global"></i> Global | English </a> <div class="primary-nav__mega-menu" data-level="1" data-delay-toggle data-control-elements="#nav-utility-3b14f9c0-7b04-4d76-88f3-ce849ce309a4, #nav-utility-3b14f9c0-7b04-4d76-88f3-ce849ce309a4-close" data-class-toggle="mega-menu__level-two--expanded" data-delay-time="400" data-reverse="true"> <div class="primary-nav__mega-menu-wrapper"> <div id="off-canvas-header" class="off-canvas-menu__header"> <button data-toggle="off-canvas-menu body html overlay" aria-controls="off-canvas-menu" aria-label="menu" class="js-hamburger-btn js-hamburger-btn-in-off-canvas"> <span class="icon-bars"></span> </button> <div class="off-canvas-menu__logo primary-nav__logo "> <a href="/" aria-label="Main navigation logo link"> <img alt="" src="/contentassets/0b88e3e10a7b4592809517c28b75847e/logo_red_bain.svg" /> </a> </div> </div> <div class="off-canvas-menu__back-link"> <a id="nav-utility-3b14f9c0-7b04-4d76-88f3-ce849ce309a4-close" data-toggle-element="#off-canvas-menu-container" 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data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet columbia-icon"></i> Colombia (Español) </a> </li> </ul> </div> </div> </li> </ul> </div> <div class="primary-nav__col"> <ul class="primary-nav__level-two"> <li> <a href="#" id="nav-utility-5aebfe92-6484-49e5-bd55-47fbb124c7ed" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active">Europe, Middle East, & Africa</a> <div class="primary-nav__level-three" data-level="2" data-delay-toggle data-control-elements="#nav-utility-5aebfe92-6484-49e5-bd55-47fbb124c7ed, #nav-utility-5aebfe92-6484-49e5-bd55-47fbb124c7ed-close, #nav-utility-3b14f9c0-7b04-4d76-88f3-ce849ce309a4-close" data-class-toggle="mega-menu__level-three--expanded" data-delay-time="400" data-reverse="true"> <div class="off-canvas-menu__back-link"> <a id="nav-utility-5aebfe92-6484-49e5-bd55-47fbb124c7ed-close" data-toggle-element="#off-canvas-menu-container" data-toggle-class="level-three-active" data-close-only="true" class="off-canvas-menu__back-link">Select your region and language</a> </div> <div class="off-canvas-menu__level-three-wrap"> <h5 class="">Europe, Middle East, & Africa</h5> <ul> <li> <a href="/fr/our-team/merel-van-cruchten/" title="France (Français)" target="" data-visibility-id="utility-lang-message_fr" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet france-icon"></i> France (Français) </a> </li> <li> <a href="/de/our-team/merel-van-cruchten/" title="DACH Region (Deutsch)" target="" data-visibility-id="utility-lang-message_de" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet german-icon"></i> DACH Region (Deutsch) </a> </li> <li> <a href="/it/our-team/merel-van-cruchten/" title="Italy (Italiano)" target="" data-visibility-id="utility-lang-message_it" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet italy-icon"></i> Italy (Italiano) 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data-visibility-id="utility-lang-message_ko" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet korea-icon"></i> Korea (한국어) </a> </li> <li> <a href="/ja/our-team/merel-van-cruchten/" title="Japan (日本語)" target="" data-visibility-id="utility-lang-message_ja" data-utility-lang-nav> <i class="utility-megamenu__icon utility-megamenu__icon--spritesheet japan-icon"></i> Japan (日本語) </a> </li> </ul> </div> </div> </li> </ul> </div> </div> </div> </div> </section> </div> </div> </li> <li> <a href="#" id="red-3aee8b3c-5c31-472d-9c48-3f7e394ac95d" class="js-offcanvas-red-folder" data-nav-red-folder-hamburger-control> <span class="icon-folder"></span>Saved items  <span class="red-folder-count-container" data-red-folder-count-container>(<span class="red-folder-count" data-red-folder-count>0</span>)</span> </a> <section class="red-folder empty" data-delay-toggle data-control-elements="#red-3aee8b3c-5c31-472d-9c48-3f7e394ac95d, 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<div class="profile-actions__cta"> <a href="/about/contact-us/contact-form-page/" class="btn btn--secondary">Get in touch</a> </div> </div> </aside> <section class="large-7 large-offset-2 large-pull-1 column profile-container__main"> <header class="row column"> <h2>About Merel</h2> </header> <div class="row profile-lists"> <section class=" medium-5 column"> <h4 class="section__heading section__heading--secondary">Expertise</h4> <ul class="link-list"> <li> <a href="/industry-expertise/consumer-products/">Consumer Products</a> </li> <li> <a href="/industry-expertise/private-equity/">Private Equity</a> </li> <li> <a href="/industry-expertise/retail/">Retail</a> </li> </ul> </section> </div> <div class="rte rte__heading"> <p>Merel van Cruchten is a member of the firm’s <a href="/industry-expertise/consumer-products/">Consumer Products</a>, <a href="/industry-expertise/retail/">Retail</a> and <a href="/industry-expertise/private-equity/">Private Equity</a> 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.</p> <p>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.</p> <p>In addition to her client work, she is passionate about people development and has led various talent initiatives across the Amsterdam and Tokyo offices.</p> <p>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.</p> <p>Outside of working hours, Merel is a happy mother of two, and enjoys various sports. </p> </div> </section> <aside class="large-3 large-push-9 column profile-container__right-sidebar" aria-labelledby="relatedProfilesTitle"> <section class="profile-aside-container profile-aside-container--large"> <h6 id="relatedProfilesTitle" class="profile-aside-container__title">Related Profiles</h6> <ul class="profile-aside-container__list"> <li> <section class="profile-aside-block profile-aside-block--sidebar-large"> <div class="profile-aside-block__image-container"> <a href="/our-team/astrid-lambrechts/" aria-label="Astrid Lambrechts"> <div class="profile-aside-block__image-wrap"> <img alt="" src="/contentassets/98d2e5b4e48248589a70a5a5e144ae3a/lambrechts-astrid-1_1.jpg?width=110&height=110&mode=crop" data-object-fit /> </div> </a> </div> <div class="profile-aside-block__text-container"> <h5 class="profile-aside-block__profile-name"> <a href="/our-team/astrid-lambrechts/" class="textlink textlink--cta-dark">Astrid Lambrechts</a> </h5> <h5 class="profile-aside-block__profile-office"> Partner, New York </h5> <ul class="social-links false"> <li class="social-links__item"> <a class="social-links__link" id="1101_socialLinkLinkedIn" href="https://www.linkedin.com/in/astridlambrechts/" title="LinkedIn"> <i class="icon-linkedin" aria-hidden="true"></i> </a> </li> </ul> <script nonce="9KFLpO0KogqLPmzdWy3IPCoAme5jXBRpYqykZSsv5NE="> document.getElementById('1101_socialLinkLinkedIn').onclick = function () { return shareData(this.href); 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