Liberty Corporate Finance is pleased to announce the completion of the acquisition of Bounty, the UK’s largest parenting club and online community for new and expectant mums, by Kaboose, the largest independent, family-focused online media company in North America.

Under the terms of the agreement, Kaboose will acquire 100% of Bounty from the current shareholders ECI Partners and Bounty’s management for a purchase price of £70 million, less debt and other long-term liabilities of around £12 million. The acquisition will consolidate Bounty’s position as the number one UK life-stage marketing and advertising platform focused on new and expectant mums and young family house-holds. Bounty generated revenues of almost £20 million and profits of £3.5 million in 2006. The company will continue to be led by its existing management team under Simon Williamson who has been Managing Director since 2002. Headquartered in Welwyn Garden City, Hertfordshire, Bounty employs 633 people across the UK. Bounty ( is the UK's favourite parenting club, providing information, support and products to UK families throughout the four key-life stages for young families: pre-birth, birth, toddlers and pre-school. With 2.4 million members and over 50,000 new members every month, Bounty has approximately 95% market coverage of the estimated 750,000 annual births in the UK.

Liberty advised the management team on the transaction.

Bounty enjoys key partnerships with UK maternity hospitals and leading FMCG brands (such as Procter & Gamble, Kimberly-Clark, Unilever, Johnson & Johnson and ASDA), distributing over 3.4 million essential product sample packs and 2.6 million parenting guides to young families across the UK every year. Other services to its members include photography and financial products. Commenting on the announcement, Simon Williamson, Managing Director, Bounty said: “The Bounty team is thrilled to be teaming up with Kaboose. This is good news for our NHS and brand partners and for our growing UK member base of new and expectant mums. The combined company makes for a powerful and dynamic international media and marketing platform. We are especially excited by the combination of management skills, online properties and marketing technologies now at our disposal, as this will enable us to take our relationship with client brands and young families to a completely new level.” Jason DeZwirek, Chairman and CEO, Kaboose said: “The acquisition of Bounty is the biggest and most exciting step we have made in our company’s history. Bounty has an unparalleled market position in the UK and a fantastic recognisable brand with new and expectant families. The UK is Kaboose’s second largest audience and the acquisition of Bounty will enable us to maximise relations with significant European online traffic. As we extend our strategy to international markets targeting the young family audience, we believe that we have identified the best company in Europe to meet our goals.” Simon Hill from Liberty commented: “Bounty has been a key client for us and we have enjoyed working with them on a number of projects over the last few years since the Buyout in 2004. This acquisition by Kaboose delivers an excellent return to all the shareholders and is a fitting reward for the hard work the management team have put into developing the business to its current position. We wish the team every success for the future as they take the business forward with Kaboose”


Kelvin Hughes

17 November 2007

Liberty Corporate Finance is pleased to announce the completion of the Management Buyout of Kelvin Hughes Limited from its parent Smiths Group plc in a £52m transaction backed by ECI Partners.