M&A Advisory – selling a business
Lifecycle Marketing
FRP Corporate Finance advised on the sale of parenting specialist, Lifecycle Marketing, to US-based Everyday Health Group Pregnancy & Parenting. Background Founded in 1991, Lifecycle Marketing Ltd is a leading parenting network and owner of popular UK pregnancy and parenting brand Emma’s Diary, a market-leading channel in the UK mother and baby sector, which provides pregnant women and new parents with information and support from pregnancy to birth and beyond. The company’s multi-channel digital resources, including a highly rated parenting app, reach more than 90 per cent of expectant parents in the UK. Action Lifecycle appointed FRP Corporate Finance to advise on strategic options including a full or partial sale of the business. We produced the marketing collateral and shortlisted a number of parties to approach which included Everyday Health, part of the NASDAQ listed Ziff Davis group. As part of the transaction, in addition to Emma’s Diary, other popular Lifecycle Marketing brands including Families and Health Professional Academy also moved across to form part of the EHG P&P portfolio. Outcome The successful sale is one of six transactions completed by our Corporate Finance team in the digital marketing sector. The deal represents the start of an exciting new era for Lifecycle Marketing’s ever popular digital platforms. Nick Watts, Managing Director of Lifecycle Marketing, said the company was “delighted” to become part of the EHG P&P family, with the prospect of realising significant synergies between the two companies, and also praised the work of the FRP team.
Simon Davies Partner Corporate Finance London West End, Reading +44 (0)7850 337 222 simon.davies@frpadvisory.com
Bilal Hasan Director Corporate Finance London West End, Reading +44 (0)7800 682 884 bilal.hasan@frpadvisory.com
Not only did FRP find us the right partner, they expertly guided us through the process, helping us to navigate through any issues that arose along the way. Nick Watts Lifecycle Marketing
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