Closed transaction

Project Bacardi

Advised by
Client
XPO Brands (rebranded into Mars United Commerce)
Counterparty
Publicis Groupe
Deal stage
Closed transaction
Service
Sell
Sector
Consumer and Retail
Market
Asia
Contact
liyang@e-yefira.com

Deal details

Yefira advised XPO Brands in their sale to Mountaingate Capital-backed The Mars Agency. That transaction was based on enterprise value and involved the payment of an upfront cash component as well as Units in the Delaware-based holding company.

In mid-2024, The Mars Agency along with all its portfolio companies, including XPO Brands were rebranded into Mars United Commerce, which was subsequently acquired by Publicis Groupe. This transaction is valued at greater than US$600 million. This follows Publicis Groupe's acquisition of Epsilon and Profitero in this space and provides end-to-end commerce solutions for their clients.

In the process, Yefira has established a strong relationship with Mountaingate Capital, which has a diverse range of investments in the consumer space, healthcare, manufacturing, distribution, and business service sectors. No doubt, our US members may have their own strong relationship with Mountaingate Capital, but if we can be of any assistance in developing a relationship with Mountaingate Capital or any of their portfolio companies, we would be happy to assist.

Liyang Ye RoleAssistant Vice President FirmYefira Group Liyang Ye, serves as Assistant Vice President at Yefira Group, specialising in M&A and Capital Raising transactions within the Maritime, Marketing, Digital, Tech, and SaaS sectors. View profile

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