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  5. Crocus Acquires Primrose

M&A Deal Summary

Crocus Acquires Primrose

On December 14, 2022, Crocus acquired e-commerce company Primrose from Risk Capital Partners

Acquisition Highlights
  • This is Crocus’ 1st transaction in the E-Commerce sector.
  • This is Crocus’ 1st transaction in the United Kingdom.

M&A Deal Summary
Date 2022-12-14
Target Primrose
Sector E-Commerce
Buyer(s) Crocus
Sellers(s) Risk Capital Partners
Deal Type Add-on Acquisition

Target

Primrose

Reading, United Kingdom
Primrose is an online garden products retailer. Primrose offers consumers a market-leading range of over 10,000 garden and outdoor leisure products from ranges including water features, awnings, sail shades, pest control products, planters, and screening. Primrose was founded in 2003 and is based in Reading, United Kingdom.

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Buyer(S) 1

Buyer

Crocus

Windlesham, United Kingdom
Category Company
Founded 2000
Sector E-Commerce
DESCRIPTION

Crocus is an online gardening retailer based in the UK and the only one able to supply a significant range of plants, gardening tools, and accessories. Crocus was founded in 2000 and is based in Windlesham, United Kingdom.

DEAL STATS #
Overall 1 of 1
Sector: E-Commerce M&A 1 of 1
Type: Add-on Acquisition M&A Deals 1 of 1
Country: United Kingdom M&A 1 of 1
Year: 2022 M&A 1 of 1

Seller(S) 1

SELLER

Risk Capital Partners

London, United Kingdom

Investor Investor

Category Private Equity Firm
Founded 2001
PE ASSETS 75M GBP
Size Small
Type Sector Agnostic
DESCRIPTION

Risk Capital Partners is a private investment group focused on working with entrepreneurs and helping them achieve growth through acquisitions, roll-out programs, and bold organic growth strategies. Risk looks to invest £2 to £15 million of equity in established, profitable companies based in the UK and will consider opportunities across a broad range of industry sectors including consumer, retail, leisure, healthcare, financial services, transport, and support services. Risk Capital Partners was formed in 2001 and is based in London.

DEAL STATS #
Overall 14 of 15
Sector: E-Commerce M&A 1 of 1
Type: Add-on Acquisition M&A Deals 6 of 7
Country: United Kingdom M&A 14 of 15
Year: 2022 M&A 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-09-14 GAIL s

London, United Kingdom

GAIL's provides bake fresh, handmade bread, pastries, and cakes every day, served with our carefully-sourced house blend specialty coffee. GAIL's was founded in 2005 and is based in London, United Kingdom.

Sell -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2023-10-07 Curious Brewery

Ashford, United Kingdom

Curious Brewery is a provider of ciders and beers. Curious Brewery was founded in 2011 and is based in Ashford, United Kingdom.

Sell -
Mergr

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