GCA Altium is now part of Houlihan Lokey

Transaction Details

May 8, 2017


Business Services

Deal Type

M&A, Debt advisory

Deal Value


Deal Team

Simon Lord, Paul Lines, Andrew Battersby, David Edwards, Richard Clark, Shane Dulabdas

GCA Altium advises Brand Addition on secondary buyout by management and Elysian Capital

GCA Altium acted as exclusive financial advisor to the shareholders of Brand Addition, a leading global service provider in the design, sourcing and distribution of promotional merchandise, on the sale by H.I.G. Capital to existing management and funds managed by private equity company Elysian Capital.

Headquartered in the UK, Brand Addition is a promotional services business serving large corporate clients across its offices in Europe, US and Asia, predominantly in the automotive, engineering, health and beauty, FMCG, technology and financial services industries.

Following the carve-out from 4imprint in March 2012 supported by H.I.G. Capital, Chris Lee, CEO of Brand Addition, and the team worked to successfully reposition the business, increasing the range of services, geographic reach and shifting the emphasis to an exclusive focus on large corporates under long term contracts. The acquisition of St. Louis based Gateway CDI in January 2016 followed new office openings in Turkey, Russia and China. Today Brand Addition offers the unique combination of broad service delivery and global reach in what remains a highly fragmented industry.

Chris Lee commented: “Under H.I.G.’s ownership we have successfully internationalised the business, concluding two acquisitions; most recently entering our largest market in the US early last year. With Elysian we believe we have a partner who can help us to continue our growth both in the UK and internationally. Elysian’s strong and consistent interest in the business and added value operating partner approach were very appealing and we look forward to the continuation of our growth with Elysian.”

Simon Lord, Managing Director at GCA Altium, said: “H.I.G. and the Brand Addition management team bought a division of a plc in 2012 and have grown the business into an international market leader with nine strategically located offices across the globe and sales of approximately £80 million. It has been an absolute pleasure to work with H.I.G. and a genuinely best in class management team and we wish Brand Addition and its new investor Elysian Capital well for the future.”

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