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Investment Summary

Primary Capital Partners Invests In Diversity Travel

On September 1, 2023, private equity firm Primary Capital Partners invested in leisure company Diversity Travel

Investment Highlights
  • This is Primary Capital Partners’ 2nd transaction in the Leisure sector.
  • This is Primary Capital Partners’ 1st transaction in the United States.
  • This is Primary Capital Partners’ 1st transaction in Virginia.

Investment Summary
Date 2023-09-01
Target Diversity Travel
Sector Leisure
Investor(s) Primary Capital Partners
Deal Type Growth Capital

Target

Diversity Travel

Arlington, Virginia, United States
Diversity Travel is an international travel management company servicing the humanitarian, academic and not-for-profit communities. The company has a comprehensive suite of technology-led services providing specialist content, enabling clients to reduce travel spend, increase traveller policy compliance and fulfil their duty of care obligations. Diversity Travel was founded in 2008 and is based in Arlington, Virginia.

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Investor(S) 1

Investor

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 34 of 34
Sector: Leisure M&A 2 of 2
Type: Growth Capital M&A Deals 5 of 5
State: Virginia M&A 1 of 1
Country: United States M&A 1 of 1
Year: 2023 M&A 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-10-12 Maru Group

London, United Kingdom

Maru Group is a customer intelligence professional services firm delivering information and insight services. Operating in multiple countries, MARU Group provides research, insight, and advisory services to large enterprises across a broad spectrum of industries and markets. MARU Group's core area of expertise is providing fast and strategic customer feedback to corporates through a variety of technology platforms. Maru Group was established in 2016 and is based in London, United Kingdom.

Sell -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2025-02-05 Metamark

Lancaster, United Kingdom

Metamark is a manufacturer and distributor of self-adhesive sign vinyl and digital print media in the UK, Europe, and around the world. Metamark was founded in 1992 and is based in Lancaster, England.

Sell £146M
Mergr

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