Classic Brands LLC / Merit Capital & Aigion Capital
FrontRange Capital Partners, Brass Ring Capital, and the management team have sold Classic Brands, LLC to Merit Capital Partners and Aiglon Capital. Management. Financial details have not been disclosed.
Based in Denver, Colorado, Classic Brands is an industry leading designer, manufacturer and wholesaler of bird feeders and related products and sells its products primarily through major retailers and lawn and garden stores nationwide and online. Founded in 2010 by industry veteran Bob Donegan, Classic Brands has already become the second largest company in the industry and expects to become the dominant supplier through a multi-channel strategy to educate consumers and grow the increasingly popular pastime of feeding wild birds. Classic Brands is well known for its customer research driven design process, innovative product portfolio and unique packaging across its four distinct brands, More Birds®, Stokes Select®, Squirrel-X™ and Droll Yankees®.
Based in Chicago, Merit Capital Partners focuses on high-quality, established businesses with carefully conceived operating strategies. Its goal is to work with committed owners and strong managers to help increase a company’s value. Aiglon Capital Management is a private investment firm that acquires, manages, and grows lower middle-market manufacturing, distribution and services companies.
Oaklins’ team in Los Angeles acted as the exclusive sell-side advisor to Classic Brands, LLC in this transaction.
“I am very excited about the next chapter for Classic Brands and our new partnership with Merit Capital and Aiglon Capital. The team in Los Angeles did a terrific job preparing and guiding the management team through the process. They really understood the management team’s perspective and were responsive to our needs.”
Recent Deals for Consumer & Retail Sector
Margaret Dabbs London
Best World International
Lay & Wheeler
Avicenna Holdings Limited
Juno Health Limited
Marinetrans & BGL
Waterland Private Equity