M&A Deal Summary

Advantage Solutions Acquires BrandShare

On May 12, 2022, Advantage Solutions acquired marketing company BrandShare from LNC Partners and Ocean Avenue Capital Partners

Acquisition Highlights
  • This is Advantage Solutions’ 13th transaction in the Marketing sector.
  • This is Advantage Solutions’ 20th transaction in the United States.
  • This is Advantage Solutions’ 1st transaction in Pennsylvania.

M&A Deal Summary

Date 2022-05-12
Target BrandShare
Sector Marketing
Buyer(s) Advantage Solutions
Sellers(s) LNC Partners
Ocean Avenue Capital Partners
Deal Type Add-on Acquisition

Target

BrandShare

Berwyn, Pennsylvania, United States
BrandShare is a provider of omnichannel brand experiences through product sampling and digital engagement. Brandshare partners with consumer packaged goods manufacturers, retailers, and others to bring to life e-commerce, venue-based and event-based sampling; digital marketing campaigns; and consumer engagement initiatives, such as reward bags. BrandShare was founded in 1984 and is based in Berwyn, Pennsylvania.

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Buyer(S) 1

Buyer

Advantage Solutions

Clayton, Missouri, United States

Category Company
Founded 1987
Sector Marketing
Employees20,000
Revenue 4.2B USD (2023)
DESCRIPTION

Advantage Solutions is a business solutions provider committed to driving growth for consumer goods manufacturers and retailers through winning insights and execution. Advantage’s data and technology-enabled omnichannel solutions including sales, retail merchandising, business intelligence, digital commerce, and a full suite of marketing services are designed to help brands and retailers across a broad range of channels drive consumer demand, increase sales and achieve operating efficiencies. Headquartered in Irvine, California, Advantage has offices throughout the United States and Canada and a presence in select markets throughout Africa, Asia, Australia and Europe. Advantage Solutions was founded in 1987 and is based in Clayton, Missouri.


DEAL STATS #
Overall 23 of 23
Sector (Marketing) 13 of 13
Type (Add-on Acquisition) 21 of 21
State (Pennsylvania) 1 of 1
Country (United States) 20 of 20
Year (2022) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-08-26 Strong

Chicago, Illinois, United States

Strong is a provider of artificial intelligence, machine learning, and data science services for leading brands in consumer goods and retail, automotive, hospitality, marketing, and advertising, pharmaceuticals, technology, and other industries. Strong was founded in 2016 and is based in Chicago, Illinois.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2023-10-30 ATLAS Technology Group

Bentonville, Arkansas, United States

ATLAS Technology Group is a technology company that provides brands with insights and tools through its proprietary application suite to enhance product sales in-store. Atlas is headquartered in Bentonville, Arkansas.

Sell -

Seller(S) 2

SELLER

LNC Partners

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 2010
PE ASSETS 700M USD
Size Middle-Market
Type Sector Agnostic
DESCRIPTION

LNC Partners is a private investment firm focused on providing $10 to $30 million of equity and junior capital to support a variety of company transactions. As a provider of debt, LNC offers subordinated debt and unitranche securities. As a provider of equity, LNC will invest as a minority or majority partner. Prospective transaction situations include buyouts, refinancings, acquisition financings, growth capital needs, and recapitalizations. Sectors of interest include business and information services, financial services, insurance, healthcare, and niche manufacturing. LNC Partners is based in Reston, Virginia.


DEAL STATS #
Overall 24 of 26
Sector (Marketing) 1 of 1
Type (Add-on Acquisition) 9 of 9
State (Pennsylvania) 6 of 6
Country (United States) 24 of 26
Year (2022) 1 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-05-04 KemperSports

Northbrook, Illinois, United States

KemperSports is a provider of management, marketing, and brand activation services to golf courses, resorts, major sports leagues, and Fortune 500 companies. KemperSports is based in Northbrook, Illinois.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-07-28 GCG Wealth Management

Charlotte, North Carolina, United States

GCG Wealth Management is a regional financial services firm with field offices across the Southeast US. GCG offers a broad spectrum of services aimed at building and managing wealth including, but not limited to, financial planning, retirement and estate preservation, risk management, and family wealth counseling. GCG Wealth Management is based in Charlotte, North Carolina.

Buy -
SELLER

Ocean Avenue Capital Partners

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 2010
PE ASSETS 100M USD
Size Small
Type Sector Agnostic
DESCRIPTION

Ocean Avenue Capital Partners is a private equity firm focused on special situation investments in the US and Canada. The Firm targets businesses facing transition, either in need of operational assistance, facing ownership transition, or in need of restructuring. Ocean Avenue will consider minority or majority positions and looks to commit $6 to $15 million per investment. The Firm does not have any sector preferences. Ocean Avenue Capital Partners was founded in 2010 and is based in Santa Monica, California.


DEAL STATS #
Overall 1 of 1
Sector (Marketing) 1 of 1
Type (Add-on Acquisition) 1 of 1
State (Pennsylvania) 1 of 1
Country (United States) 1 of 1
Year (2022) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2018-08-20 Qwinstar

St. Paul, Minnesota, United States

Qwinstar provides parts, supplies, implementation, and maintenance services for a comprehensive portfolio of client solutions including cash automation, intelligent safes, bank branch automation, remittance processing, printing, and high-speed document imaging equipment. Qwinstar is based in St. Paul, Minnesota.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-05-19 QC Ally

Irvine, California, United States

QC Ally is a provider of software and end-to-end quality control, specialty audit, compliance, and reporting services for mortgage and consumer lenders and servicers. QC Ally is based in Irvine, California.

Buy -