Bounty

• Bounty is a marketing services business focused on expectant and new mothers

• An established and well known brand but under-exploited commercially within its parent Havas.
• ECI believed there was significant potential to broaden Bounty’s service offering and commercial partnerships and to monetise its unique relationship with the ‘young family’ market in the UK

Strategy/Value Creation

• Management team was strengthened by the recruitment of Peter Chappelow as chairman and a board level hire recruited to run the online and consumer facing activities
• Divested the non core handling and fulfilment business
• Repositioned the business as the UK’s leading Parenting club and extended the portfolio to reach all families up to pre school
• Expanded key FMCG accounts and developed partnerships with leading retailers
• Built an online presence to become number 1 website in category

 Performance

• Bounty built on its coverage of over 90% of circa 750,000 UK births p.a. and created the biggest parenting club with 2.1 million active members and Europe’s largest database of young families with 9 million records
• Doubled profits in the three years of ECI’s ownership
• Sold to a Canadian trade buyer, Kaboose Inc, for £70m representing a return of 5.9x cost and a 89% IRR