Riverside Strengthens Platform With Latest Investment February 28, 2012
BrandMuscle Acquisition Delivers New Capabilities to Marketing Platform
The Riverside Company has signed a definitive purchase agreement to acquire Cleveland-based BrandMuscle, a provider of full-service distributed marketing technology. BrandMuscle will join Riverside’s platform Centiv Services, which develops and executes localized marketing campaigns.
The addition of BrandMuscle makes Centiv the largest and most integrated company in its space, and helps expand the end markets served. BrandMuscle will continue running out of Cleveland under the leadership of BrandMuscle’s CEO Philip Alexander.
“BrandMuscle is an impressive company, both in terms of scope and capabilities,” said Riverside Managing Partner Loren Schlachet. “The companies will form the clear market leader in the localized marketing space, with technology and service offerings to meet virtually any traditional or digital marketing need for clients with distributed marketing organizations.”
Founded in 2000, BrandMuscle provides localized campaigns for national companies with local marketing needs through an online software tool that allows clients to create customized local marketing material (print and digital) that comply with both internal brand standards and regulations. BrandMuscle serves Fortune 500 clients within the financial services, manufacturing, telecommunications, retail and automotive industries. BrandMuscle also provides media buying, planning and placement services to help clients execute their local marketing programs.
“BrandMuscle has tremendous opportunities moving forward, and we plan to aggressively grow the business,” said Alexander. “This is an exciting time for our business, and we’re looking forward to a lot of good things.”
“It’s always nice to make an investment in your back yard,” said Cleveland-based Riverside Principal Alan Peyrat. “BrandMuscle is an incredible business, and we’re glad to be part of the next chapter in its growth.”
Working with Schlachet and Peyrat on the transaction for Riverside were Senior Associate Brad Resnick, Associate Tim Thacher and Riverside Micro-Cap Fund Finance Director MaryAnne McLaren. Origination Partner Robert Landis sourced the investment opportunity for Riverside.
Jones Day was Riverside’s legal counsel, and Deloitte & Touche advised Riverside on financial due diligence.
The Riverside Company
The Riverside Company is a global private equity firm focused on acquiring growing businesses valued at up to $200 million (€200 million in Europe). Since its founding in 1988, Riverside has invested in more than 275 transactions. The firm’s international portfolio includes more than 75 companies, and it has $3.2 billion/€2.5 billion in assets under management.