Dallas-based Private Equity Acquires Digital Marketing Firm with Plan to ‘Grow It Fast’


Dallas-based private equity firm Trinity Hunt Partners is acquiring digital marketing and advertising firm in Burlington, Massachusetts, with the intention of “rapidly growing” the e-commerce-focused business.

Trinity Hunt said she will help Exclusive Concepts through investments in infrastructure, talent and acquisitions. George Morgan, director of Trinity, said the goal is to make Exclusive a leader in the digital marketing industry.

“Exclusive has grown incredibly well over a long period of time, and we have loved its leadership team and employee base,” said Morgan. “It got us excited about them.”

Terms of the contract are not disclosed. On his websiteTrinity says it typically invests between $ 15 million and $ 50 million in equity capital in companies with the option of investing more through limited partners co-investing.

Exclusive provides advice to clients on e-commerce topics such as SEO, conversion rate optimization, ad management for Google, social media, and email marketing.

Trinity Hunt uses a “buy and build” strategy in which it acquires companies like Exclusive and assists them with related acquisitions.

This is the first deal for the private equity firm since it announced on Sept. 1 that it was closing a $ 460 million fund, surpassing its original target of $ 400 million. It manages over $ 1.2 billion in assets under management and has invested in over 60 companies.

Trinity plans to use the new fund to make large investments in up to 12 platform companies, which will then make 30 to 40 more acquisitions, Morgan said. Trinity likes to characterize its acquisitions as partnerships because the owners of the acquired company remain and retain a minority stake.

“When we invest in companies, we see ourselves as new partners, not owners,” the company says on its website.

Winston & Strawn served as legal counsel to Exclusive in the transaction, while Katten Muchin Rosenman served as legal counsel to Trinity.


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