Berkshire Partners LLC has entered a definitive agreement to acquire majority control of CPG digital media solutions provider Catalina from fellow private investment firm Hellman & Friedman, LLC. Financial details of the transaction have not been disclosed.
Hellman & Freeman will remain a significant investor in Catalina. Hellman & Friedman initially acquired Catalina in 2007, shifting the company’s focus from grocery couponing solutions to developing an omnichannel digital media platform. Catalina plans to continue expanding its team of 1,350 employees worldwide, and will further establish operations in St. Petersburg, Fla.; Boston, Mass.; Chicago, Ill.; Paris, France; and Tokyo, Japan.
“We are attracted to Catalina’s unique ability to translate shopper data into personalized media at mass scale,” said Brad Bloom, Managing Director at Berkshire Partners. “We look forward to working alongside Catalina’s leadership team to accelerate their capacity to serve the world’s leading CPG retailers and brands.”
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Bank of America Merrill Lynch and J.P. Morgan acted as financial advisors to Catalina during the transaction process, while Simpson Thacher & Bartlett acted as the company’s legal counsel. Ropes & Gray LLP offered legal counseling to Berkshire Partners.
