Secondary Buyout • Marketing

EagleTree Capital Acquires Channel Company

On November 9, 2021, private equity firm EagleTree Capital acquired marketing company Channel Company from Stone-Goff Partners and Northstar Capital

Acquisition Context
  • This is EagleTree Capital’s 2nd transaction in the Marketing sector.
  • This is EagleTree Capital’s 38th transaction in the United States.
  • This is EagleTree Capital’s 1st transaction in Massachusetts.

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M&A Deal Summary

Date November 9, 2021
Target Channel Company
Sector Marketing
Buyer(s) EagleTree Capital
Sellers(s) Stone-Goff Partners
Northstar Capital
Deal Type Secondary Buyout
Advisor(s) JEGI Clarity (Financial)
Fredrikson & Byron (Legal)

Target Company

Channel Company

Needham, Massachusetts, United States
Channel Company is an IT channel-focused B2B marketing platform enabling technology companies to target and reach their channel partners. Channel Company was founded in 1982 and is based in Needham, Massachusetts.
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Buyer Overview 1

Buyer

EagleTree Capital

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 2001
PE ASSETS 4.8B USD
Size Large
Type Sector Agnostic
DESCRIPTION

EagleTree Capital is an independent private equity and investment firm focused on mid-market leveraged buyouts. The Firm's buyout group looks to invest $50 to $200 million to support acquisitions of profitable companies in the media/communications, consumer products, and water/industrial products and services sectors. EagleTree Capital was formerly known as Wasserstein Partners, an investment firm formed by Bruce Wasserstein, the late CEO of investment bank Lazard Freres. EagleTree Capital is based in New York City.


Deal Context for Buyer #
Overall 40 of 47
Sector: Marketing 2 of 3
Type: Secondary Buyout 11 of 14
State: Massachusetts 1 of 1
Country: United States 38 of 45
Year: 2021 5 of 5
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-11-01 Lignetics

Broomfield, Colorado, United States

Lignetics is a residential wood pellet manufacturing company in the U.S. The company’s innovative eco-friendly offering includes premium wood pellets for super-efficient home heating, barbecue pellets that naturally seal in perfect wood-fired flavor, and a superior all-natural high-performance cat litter. The company delivers these innovative all-natural products through national retail partners and directly to consumers via the only national network of wood pellet manufacturing plants spread across the U.S. and Canada with 22 different plant locations. Lignetics was founded in 1983 and is based in Broomfield, Colorado.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-01-04 Andronaco Industries

Kentwood, Michigan, United States

Andronaco Industries manufactures pipes, valves, hoses, pumps, and other flow control products for applications that require corrosion resistant properties for end customers in chemical, utilities, water and wastewater, energy, and other diversified industrial end markets. Andronaco Industries was founded in 1994 and is based in Kentwood, Michigan.

Buy -

Seller Profiles 2

DESCRIPTION

Stone-Goff Partners is a private equity investment firm that acquires and builds lower middle-market companies. Specific areas of interest include marketing, media, education, healthcare services, industrial services, information services, consumer products and services, food and beverage, tourism, e-commerce and retail sectors. Stone-Goff Partners was established in 2006 and is headquartered in New York City.


Deal Context for Seller #
Overall 4 of 9
Sector: Marketing 1 of 2
Type: Secondary Buyout 3 of 6
State: Massachusetts 1 of 3
Country: United States 4 of 9
Year: 2021 1 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-03-10 MissionWired

Washington, District of Columbia, United States

MissionWired provides a full suite of integrated marketing solutions that connect clients with donors to improve digital fundraising results. MissionWired was founded in 2007 and is headquartered in Washington DC.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2021-12-08 Spotlight

Kansas City, Missouri, United States

Spotlight is an analyst relations firm that supports emerging software and enterprise technology companies in scaling their AR programs. Spotlight offers specialty AR consulting services and a proprietary software platform that allows internal AR teams to capture insights about their programs, provide action-oriented strategies, and form and track relationships with analysts in their industry to maximize the effectiveness of the sales channel. Spotlight was founded in 2012 and is based in Kansas City, Missouri.

Buy -
SELLER

Northstar Capital

Minneapolis, Minnesota, United States

Investor Investor Investor Investor Investor


Category Mezzanine Finance Firm
Founded 1993
PE ASSETS 1.7B USD
Size Large
Type Sector Agnostic
DESCRIPTION

Northstar Capital is a mezzanine finance firm that provides junior capital to middle-market companies operating in the value-added distribution, light manufacturing, business services, financial services, education, and specialty healthcare sectors. Northstar's typical investment size is $5 to $30 million in businesses generating sales of $20 to $300 million with an EBITDA of at least $3 million. Prospective companies have stable cash flows and sustainable margins. Investments typically have maturities of five to eight years. Northstar does not invest in start-ups, real estate development, natural resource exploration, or high technology companies. Northstar Capital was formed in 1993 and is based in Minneapolis, Minnesota.


Deal Context for Seller #
Overall 62 of 81
Sector: Marketing 1 of 1
Type: Secondary Buyout 23 of 26
State: Massachusetts 1 of 1
Country: United States 60 of 77
Year: 2021 8 of 10
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-09-20 Drake Waterfowl Systems

Olive Branch, Mississippi, United States

Drake Waterfowl Systems is a provider of hunting gear, hunting boots, hunting waders, and hunting clothes made especially for duck hunters by duck hunters. Drake Waterfowl Systems was founded in 2002 and is based in Olive Branch, Mississippi.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2021-12-01 CURiO

Starkville, Minnesota, United States

CURiO is a manufacturer and seller of personal care and home fragrance products. CURiO is based in Starkville, Mississippi.

Sell -