Now that could be an expectation that they will receive a share of revenue equating to their ownership or that this 20% has bought Chanel some right to buy the entire company at a later point. Or something in between or something very different. No matter what the deal was it wasn't charity, and so at some point they will have a say in what goes on at FPJ.
I can buy into partnership with a larger company that shares a similar ethos as you say. And that may be very true. But this is a business deal and with business deals come difficult conversations.