London, United Kingdom – LAWFUEL – The Law News Network – International law firm Dechert LLP advised the management of retail media provider bezier Holdings Ltd on the buy-out led by funds managed by MidOcean Partners for £77 million. The buy-out was effected through a new company, bezier Acquisitions Ltd. Previous majority owners of bezier, Electra Invesment Trust plc, managed by Electra Partners, will retain a minority stake in the new company.
bezier is one of Europe’s largest retail media specialists and the leading UK-based provider of Point of Purchase (“POP”) marketing materials serving a blue chip customer base of retailers and branded goods manufacturers. The Company provides retail media solutions including POP, marketing and promotional material and in-store media, and its retail solutions encompass everything from research and design of retail media through to production and implementation. bezier works with a broad portfolio of blue chip brands and retailers including ASDA, Coca-Cola Enterprises Ltd, Superdrug, Homebase, Boots, Honda and First Choice.
Mark Shaw, who becomes Chief Executive of bezier on completion of the deal; said: “This is a fantastic outcome for bezier. MidOcean’s investment is recognition of our incredible potential and recent achievements in driving the business forward, and we look forward to drawing on MidOcean’s expertise in the retail and consumer sectors in further developing the business. We will continue to serve our customers at the highest level, and our ambitious targets for continued growth and expansion mean great new opportunities for the Company.”
Mark Davis, private equity partner, led the Dechert team, assisted by corporate associate Nick Watson. Partner Charles Wynn-Evans advised on employment issues, and partner David Gubbay on tax matters.
MidOcean were advised by Linklaters, led by partner Clodagh Hayes and associate Richard Youle. Electra were advised by Ashurst, led by partner David Carter and William Belcher. The Royal Bank of Scotland, who provided the acquisition finance, were advised by Denton Wilde Sapte, led by partner Chris Fanner.
