When was PRIMROSE acquired by ROCKPOOL INVESTMENTS?

PRIMROSE was acquired by ROCKPOOL INVESTMENTS in 2018.

What was the revenue of PRIMROSE at the time of the deal?

The revenue of PRIMROSE at the time of the deal is estimated to be in the range of 25M - 50M GBP.

What was the EBITDA of PRIMROSE during the acquisition?

PRIMROSE's EBITDA is estimated to be in the range of 0M - 5M GBP.

How is the data for the PRIMROSE acquisition sourced and is it reliable?

Mynth data is contributed by a professional community of M&A and Private Equity experts. Each transaction, including the PRIMROSE deal, is systematically cross-verified by our team using private deal documents and official sources. You can also find the official press release for this transaction here: https://www.privateequitywire.co.uk/rockpool-invests-online-garden-products-retailer-primrose/

What is the average EV/EBITDA multiple for the TMT (Tech, Media, Telecom) sector in 2026?

The average EV/EBITDA multiple for the TMT (Tech, Media, Telecom) sector in 2026 is 15.1x.

← DATABASE

Home Database TMT (Tech, Media, Telecom)PRIMROSE

09/2018

PRIMROSE acquired by ROCKPOOL INVESTMENTS

UNITED KINGDOM Media & Internet / E-commerce & Marketplaces / Specialized E-commerce REV 25M - 50M GBP

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.

PRIMROSE, which reported an EBITDA margin of in 2017, is valued in this transaction at an EV/EBITDA multiple of , a level to compare with the average currently observed in the TMT (Tech, Media, Telecom) sector (15.1x).

-> Deep-dive in TMT (Tech, Media, Telecom) market trends

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

Equity Value

Multiples

EV / Revenue

EV / EBITDA

EV / EBIT

Historical Financials (GBP)

Year

Rev

EBITDA

EBIT

2017

2016

Similar deals in Media & Internet

List of similar M&A transactions (Date, Acquirer, Target, Country, Sub-sector)
Date	Acquirer	Target	Country	Sector
09/2020	IAD	NEXIMO	MEXICO	E-commerce & Marketplaces
12/2018	INITIATIVE & FINANCE	PRIMELIS	FRANCE	Digital Marketing, SEO, SEA, Data Analytics
11/2018	MATAS GROUP	Firtal Group	DENMARK	E-commerce & Marketplaces
05/2017	PetSmart	Chewy	UNITED STATES	E-commerce & Marketplaces
07/2016	AZULIS CAPITAL	LA BOUTIQUE OFFICIELLE.COM	FRANCE	E-commerce & Marketplaces
06/2016	IK PARTNERS / FIVE ARROWS	IAD	FRANCE	E-commerce & Marketplaces
02/2016	TOWERBROOK	INFOPRO DIGITAL	FRANCE	Digital Press
07/2015	APAX PARTNERS	IDEALISTA	SPAIN	E-commerce & Marketplaces
04/2014	PAI PARTNERS	EURO MEDIA GROUP	FRANCE	Audiovisual Production
01/2014	APAX PARTNERS	TRADER MEDIA GROUP	UNITED KINGDOM	E-commerce & Marketplaces

REFERENCES

Revenue range: 25M - 50M GBP

EBITDA range: 0M - 5M GBP

Note: This page provides detailed data on a private equity M&A transaction. Detailed and exact financial metrics for the acquisition of PRIMROSE by ROCKPOOL INVESTMENTS are reserved for mynth community members. Register for free to unlock full data.

Authors: This transaction was contributed by a verified mynth contributor and cross-checked against available transaction documents and official company communications.

Acquirer: rockpool investments