Secondary Buyout • Consumer Products

Brantley Partners and HSBC Capital Acquire Boom

On May 22, 2007, private equity firm Brantley Partners and HSBC Capital acquired consumer products company Boom from Eureka Equity Partners

Acquisition Context
  • This is Brantley Partners’ 2nd and HSBC Capital’s 2nd transaction in the Consumer Products sector.
  • This is Brantley Partners’ 5th and HSBC Capital’s 14th transaction in the United States.
  • This is Brantley Partners’ 1st and HSBC Capital’s 6th transaction in New York.
Investment Fate
  • Boom was sold to a consortium of financial buyers in 2011.

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M&A Deal Summary

Date May 22, 2007
Target Boom
Sector Consumer Products
Buyer(s) Brantley Partners
HSBC Capital
Sellers(s) Eureka Equity Partners
Deal Type Secondary Buyout

Target Company

Boom

New York, New York, United States
Boom designs, develops, and sources fragrance, bath and body products sold to specialty retailers and department stores under private label and license agreements. boom! provides the beauty and personal care industry with a one source solution for product ideation, marketing, formulation, testing, packaging, manufacturing and distribution services.
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Buyers Overview 2

Buyer

Brantley Partners

Pepper Pike, Ohio, United States

Category Private Equity Firm
Founded 1987
PE ASSETS 400M USD
Size Middle-Market
Type Sector Agnostic
DESCRIPTION

Brantley Partners is a private equity firm that targets buyout and growth financing investments in profitable companies valued up to $100 million. Brantley looks for US based companies with annual revenues between $40 and $150 million. Brantley prefers to be the lead investor in prospective transactions. Brantley Partners was formed in 1987 and is based in Beachwood, Ohio.


Deal Context for Buyer #
Overall 5 of 7
Sector: Consumer Products 2 of 2
Type: Secondary Buyout 2 of 2
State: New York 1 of 1
Country: United States 5 of 7
Year: 2007 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2007-05-01 Dwellworks

Cleveland, Ohio, United States

Dwellworks is a provider of global mobility support solutions. Dwellworks' comprehensive suite of solutions includes destination services for relocating employees and their families, intercultural training, property management for both vacant and tenant-occupied homes, and valuation services for relocation, specialty, and mortgage appraisal needs. Dwellworks was established in 2007 and is based in Cleveland, Ohio.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2008-06-01 Jet LithoColor

Downers Grove, Illinois, United States

Jet Lithocolor is one of the largest printers of plastic gift, loyalty and prepaid cards. Through uniquely applied technologies, Jet engineers, manufactures, and delivers the best in end-to-end solutions for gift, loyalty, membership, and other card programs. With headquarters and operations in the suburbs of Chicago, Jet is well positioned to support their national client base

Buy -
Buyer

HSBC Capital

New York, New York, United States

Category Private Equity Firm
Founded 1991
PE ASSETS 1.6B USD
Size Large
Type Sector Agnostic
DESCRIPTION

HSBC Capital (North America) the US and Canada principal investments arm of HSBC. HSBC Capital consists of HSBC Capital Canada and HSBC Capital USA. The Group focuses on making private equity and mezzanine investments in profitable, mid-market companies and select real estate transactions. The Group will consider both control and minority positions. Investment proceeds are generally used to support buyouts, expansion financings, recapitalizations, and real estate acquisitions. In addition to targeting US based opportunities, the Group will also consider investments in Latin America. Broad sectors of interest include manufacturing, service, and distribution. HSBC Capital was formed in 1991 and is based in New York City, HSBC Capital has become Graycliff partners on Dec 2011.


Deal Context for Buyer #
Overall 14 of 24
Sector: Consumer Products 2 of 2
Type: Secondary Buyout 2 of 2
State: New York 6 of 8
Country: United States 14 of 23
Year: 2007 3 of 8
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2007-04-01 Flash Global

Parsippany, New Jersey, United States

Flash Global is an asset-light, third-party logistics provider. The company focuses on processing, facilitating and managing the delivery of high-velocity, time-sensitive critical parts. Flash Global was founded in 1983 and is based in Parsippany, New Jersey.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2007-08-01 City Carting Holding Co.

Stamford, Connecticut, United States

City Carting Holding Co., Inc. is a provider of waste management and recycling services.

Buy -

Seller Profile 1

SELLER

Eureka Equity Partners

Philadelphia, Pennsylvania, United States

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 2004
Size Small
Type Sector Agnostic
DESCRIPTION

Eureka Equity Partners is a private equity firm focused on partnering with management in acquiring middle-market companies generating sales up to $100 million. The Firm will consider both control and non-control investments. Sectors of interest include communications, consumer products and services, healthcare, and transportation. Eureka invests in the range of $10 to $25 million per transaction. Eureka's geographic coverage is within the US with a preference for opportunities located in the Eastern and Mid-Atlantic US. Eureka was formed in 2004 and is based in Philadelphia, Pennsylvania.


Deal Context for Seller #
Overall 9 of 24
Sector: Consumer Products 2 of 2
Type: Secondary Buyout 2 of 5
State: New York 1 of 1
Country: United States 9 of 24
Year: 2007 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2006-12-22 Maxima Technologies & Systems

Lancaster, Pennsylvania, United States

Maxima Technologies & Systems LLC is a full-service, manufacturing company specializing in electronic controls, vehicle instrumentation, components and related accessories for off-highway equipment, specialty vehicles, industrial and on-highway vehicles, as well as the automotive aftermarket. Maxima markets its products under four distinct brands: AST, Datcon, Stewart Warner and Stewart Warner Performance.

Sell $91M
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2007-10-24 Glebar

Ramsey, New Jersey, United States

Glebar is a custom equipment builder and contract manufacturer specializing in close-tolerance and high precision design and engineering solutions. Glebar was founded in 1952 and is based in Ramsey, New Jersey.

Buy -