Deal Overview
- Lead advisory
- Advised on original sale by private equity backed MBO in 2013
- Sale to US-based trade player
Momentum Corporate Finance has advised Mobeus Private Equity (“Mobeus”) and management on the sale of Gro-Group Holdings Limited (“The Gro Company”) to Mayborn Group Limited (“Mayborn”).
Founded in 2000, as the result of two parents’ battle to get their baby to sleep at night, The Gro Company was responsible for the UK’s original and now internationally renowned baby sleep bag, the Grobag. The Gro Company has since expanded to become the UK’s leading baby sleep brand, offering a range of ‘must-have’ products for new-borns, including the life changing Groclock which has become so popular that one is sold every three minutes worldwide.
The acquisition provides Mayborn, the business behind the global super brand ‘Tommee Tippee’, with an additional iconic baby brand and an expanded and complimentary product range. Products are sold through the same retail channels, and targeted at the same consumer base, thus enabling The Gro Company to accelerate its international growth further.
Momentum have worked with the Gro Company since 2010 and advised on the original sale to management and Mobeus in 2013. The transaction represents an excellent outcome for the shareholders of The Gro Company and is a compelling and strategically important acquisition for Mayborn.
The Gro Company will continue to operate from its current offices in Exeter, UK where most of its 38 employees are based.
