M&A Deal Summary

ADA Cosmetics Acquires Pacific Direct

On September 9, 2015, ADA Cosmetics acquired consumer products company Pacific Direct from Primary Capital Partners

Acquisition Highlights
  • This is ADA Cosmetics’ 1st transaction in the Consumer Products sector.
  • This is ADA Cosmetics’ 1st transaction in the United Kingdom.

M&A Deal Summary

Date 2015-09-09
Target Pacific Direct
Sector Consumer Products
Buyer(s) ADA Cosmetics
Sellers(s) Primary Capital Partners
Deal Type Add-on Acquisition

Target

Pacific Direct

Bedford, United Kingdom
Pacific Direct Ltd. is an independent manufacturer and supplier of branded toiletries and guest accessories to the luxury hotel and cruise line market.

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Buyer(S) 1

Buyer

ADA Cosmetics

Kehl, Germany

Category Company
Founded 1979
Sector Consumer Products
Employees271
Revenue 43M EUR (2011)
DESCRIPTION

ADA Cosmetics is a provider of personal care products such as shampoo, shower gel, soap, body lotion and accessories for the hotel industry. ADA Cosmetics was founded in 1979 and is based in Kehl, Germany.


DEAL STATS #
Overall 1 of 1
Sector: Consumer Products M&A 1 of 1
Type: Add-on Acquisition M&A Deals 1 of 1
Country: United Kingdom M&A 1 of 1
Year: 2015 M&A 1 of 1

Seller(S) 1

SELLER

Primary Capital Partners

London, United Kingdom

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 1994
PE ASSETS 700M GBP
Size Large
Type Sector Agnostic
DESCRIPTION

Primary Capital Partners is a private equity firm focused on management buyouts and buy-ins of mid-market companies with an enterprise value of £20 - £100 million. Primary looks for opportunities across Europe but concentrates primarily on businesses located in the UK and Germany. The Firm looks to invest £10 to £44 million of equity or equity-related capital per transaction. Target sectors include consumer products/services, business & support services, financial services, IT services, software, and industrial products/services. Primary Capital Partners was formed in 1994 and is based in London, United Kingdom.


DEAL STATS #
Overall 15 of 25
Sector: Consumer Products M&A 1 of 1
Type: Add-on Acquisition M&A Deals 10 of 17
Country: United Kingdom M&A 13 of 23
Year: 2015 M&A 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2015-06-01 MS Industrial Services

Invergordon, United Kingdom

MS Industrial Services Ltd. is a provider of environmental services and equipment. MSIS operates both onshore and offshore serving specialist industries including; oil and gas, utilities, distilling, construction and civil engineering. MS Industrial Services was established in 1998 and is based in Invergordon, United Kingdom.

Buy £20M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2016-01-12 One For Fun

Scotland, United Kingdom

One For Fun is a multi channel, multi brand retailer with retail stores, wholesale, mail order, and online channels. Incorporating several well-loved brands including Hawkin’s Bazaar and Letterbox. One For Fun was founded in 1973 and is based in Scotland, United Kingdom.

Sell -