Management buy-in Sunshine Loyalty

SUNSHINE LOYALTY B.V.

Sunshine Loyalty B.V. (www.sunshineloyalty.com) was acquired by Berend Berger and Wido Duncker through a management buy-in. The acquisition was made possible by BuyInside and investors Pieter Schoen and Theo de Rooij and opens the way for further growth of Sunshine Loyalty in the Benelux and Germany.

Sunshine Loyalty develops distinctive savings and retail promotions for supermarkets and petrol stations in the Netherlands, Belgium and Germany. The business is known for successful own brands such as the Swizzel children's cuddly toy, Swizz pillows and comforters and the exclusive TopCar model cars. From Best, an enthusiastic team of 32 employees serves the Dutch, Belgian and German retail market.

Sunshine Loyalty was founded in 2006 by Johan van Eck and Hans Bartelings. As a supplier of pillows, comforters and seasonal items to drugstores, the company became a leading party in developing and implementing savings campaigns for local and regional supermarket operators.

In recent years, Sunshine Loyalty has further strengthened its market position. As no other at home in effective customer loyalty, it further expanded its loyal customer base with a diverse product portfolio, fast service, flexibility and delivery reliability. This allows Sunshine Loyalty to realize a complete savings campaign on the store floor within one week, completely relieving the entrepreneur.

Recently Johan van Eck and Hans Bartelings sold their shares to Berend Berger and Wido Duncker and co-investors Pieter Schoen and Theo de Rooij. The new owners will focus primarily on strengthening Sunshine Loyalty's position in the Benelux. They will also focus on further growth in Germany with a diverse consumer-driven portfolio.

MANAGEMENT BUY-IN

Sunshine Loyalty B.V. (www.sunshineloyalty.com) was acquired by Berend Berger and Wido Duncker through a management buy-in. The acquisition was made possible by BuyInside and investors Pieter Schoen and Theo de Rooij and opens the way for further growth of Sunshine Loyalty in the Benelux and Germany.

BuyInside assisted Berend Berger in preparing his MBI plans and subsequently in his search. During the search process BuyInside mediated between Berend Berger and Wido Duncker.

Berend Berger has 16 years of experience as an adviser on corporate strategies, mergers and acquisitions, and as a retail & consumer sector specialist in Europe and Asia for banks including ABN AMRO, Royal Bank of Scotland, CIMB and Rabobank.

Wido Duncker held various sales and marketing positions at PepsiCo International and Coca-Cola Enterprises. The past 7 years at BrandLoyalty he gained broad international experience in the fast growing Loyalty business.

Pieter Schoen is a successful serial entrepreneur and founded, among others, Nederlandse Energie Maatschappij (NLE).

Theo de Rooij has extensive financial experience at companies including VOPAK, NLE and YOUFONE.

With the combined experience, market knowledge and financial strength of the new owners, Sunshine Loyalty expects to realize its ambitious growth plans, both in the Benelux and beyond.

ROL BUYINSIDE

·      Zoekproces

- First contact

·      Waardering

·      Onderhandelingen

·      Financiering

- Finalizing transaction