PRIMROSE
Acquired by
ROCKPOOL INVESTMENTS
PRIMROSE acquired by ROCKPOOL INVESTMENTS
Target
PRIMROSE
Acquirer
ROCKPOOL INVESTMENTS
Context
Rockpool Investments acquired a majority stake in Primrose in a management buyout from its previous backer, BGF (Business Growth Fund). The transaction was supported by senior loans and a revolving credit facility provided by OakNorth Bank. The strategic rationale centered on professionalizing the leadership team and investing in e-commerce systems and customer experience to capitalize on the demographic trend of "mature, home-owning consumers" increasingly shopping for garden leisure products online.
This transaction is part of the TMT (Tech, Media, Telecom) industry, which currently tracks an average EBITDA multiple of 13.1x since the beginning of 2026, 4.7% decrease compared to 2025. This data is based on contribution from our growing community, composed of M&A and Private Equity professionals, and has been verified by our team to ensure its accuracy.
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Target
Primrose is Europe's largest online-only garden products retailer. It offers a specialized range of over 10,000 products, including water features, awnings, sail shades, and planters. The company operates a lean, digital-first business model, sourcing products from the Far East and selling directly to consumers via dedicated UK and European websites. At the time of the deal, its sales were geographically diversified: 50% UK, 25% Europe, and 25% through third-party intermediaries.
Ent. Value
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Equity Value
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Multiples Analysis
EV / Revenue
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EV / EBITDA
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EV / EBIT
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Historical Financials (EUR)
Other operations with PRIMROSE
mynth data is contributed by M&A / PE professionals and systematically cross-verified against private deal documents and official releases. All source materials are destroyed post-validation to guarantee data anonymity and compliance.