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PRINT THIS PAGE MidOcean Partners acquires Bezier Holdings from Electra Partners for £77m24/08/2005. Source: AltAssets. 
 New York and London-based middle market private equity firm MidOcean Partners has agreed to acquire Bezier Holdings from London-based Electra Partners for £77m through the acquisition vehicle bezier Acquisitions. Following the transaction Electra Partners will hold a minority interest in the new company.
bezier provides retail media solutions including point of purchase (POP), marketing and promotional material and in-store media. The company serves blue chip brands and retailers including ASDA, Coca-Cola Enterprises and Boots.
Graham Thomas, a managing director of MidOcean, said, 'bezier is a highly attractive asset for MidOcean. We have identified POP as a critical component of below-the-line marketing spend, which is becoming increasingly sophisticated.'
David Symondson, director of Electra Partners, added, 'bezier has reached an important milestone in its development with the appointment of a new chief executive, and the change of ownership. Under the leadership of Mark Shaw and MidOcean, the company is well placed to grow its business and Electra is delighted to have a continuing involvement.'
MidOcean Partners targets sectors including consumer and leisure, media and communications, business and financial services, and industrials. Last month the firm completed the acquisition of UK health and fitness chain LA Fitness.
Copyright © 2005 AltAssets
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