March 2014Berkshire Partners Enters Agreement to Acquire Catalina

Catalina remains focused on driving business for CPG retailers and brands

St. Petersburg, Florida, March 3, 2014 — Catalina, a leading provider of personalized digital media solutions for the CPG industry, announced today that Boston-based investment firm Berkshire Partners LLC has entered into a definitive agreement to acquire majority control of the company from Hellman & Friedman LLC. Hellman & Friedman remains a significant investor.    
“We are attracted to Catalina’s unique ability to translate shopper data into personalized media at mass scale,” said Brad Bloom, a Managing Director at Berkshire Partners. “We look forward to working alongside Catalina’s leadership team to accelerate their capacity to serve the world’s leading CPG retailers and brands.” 

Following Hellman & Friedman’s acquisition of the company in 2007, Catalina charted an ambitious growth plan, transforming from a grocery channel coupon company to an omni-channel digital media platform. Today, Catalina reaches 350 million global shoppers each month. The company expanded its digital network by forming strategic partnerships with leading retailers including Target and Walgreens; formed a joint venture with Nielsen to create BuyerGraphic™ media targeting for television and online advertising; and launched mobile and online promotion, as well as advertising solutions. 

“We remain strong believers in Catalina’s vision, people and ability to drive innovations to capitalize on this incredible market opportunity,” said Philip Hammarskjold, Hellman & Friedman CEO. “The company is well-positioned as the leading personalized digital media platform for CPG, and we are excited to continue our partnership with Catalina for years to come.” 

Catalina plans to continue expanding its team of 1,350 employees across the globe, including operations in St. Petersburg, Fla., Boston, Chicago, Paris, and Tokyo. 

“We believe this transaction is an affirmation of Catalina’s growth outlook, strategy and leadership team,” said Jamie Egasti, Catalina CEO. “We’ll continue our investments in talent, technology and data science to drive innovations that will further enable our clients to engage and delight consumers.”

“We’ve enjoyed a successful partnership with Hellman & Friedman, and look forward to our next chapter of growth with Berkshire Partners,” added Egasti. 

BofA Merrill Lynch and J.P. Morgan acted as financial advisors to Catalina. Simpson Thacher & Bartlett acted as legal counsel to Catalina. Ropes & Gray LLP acted as legal counsel to Berkshire Partners.

About Catalina
Catalina's personalized digital media drives lift and loyalty for the world’s leading CPG retailers and brands.  Catalina personalizes the consumer’s path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world.  Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan.  To learn more, please visit or follow us on Twitter @Catalina.

About Berkshire Partners
Berkshire Partners, the Boston-based investment firm, has invested in over 100 middle market companies since 1986 through eight private equity funds with aggregate capital commitments of $11 billion.  Berkshire has developed specific industry experience in several areas including consumer products and retail, business services, industrial manufacturing, transportation and communications. Berkshire has a strong history of partnering with management teams to grow the companies in which it invests with the goal of consistently achieving superior investment returns.  The firm is currently investing from Berkshire Fund VIII, a $4.5 billion fund raised in 2011.  Berkshire seeks to invest $50 million to $500 million of equity capital in each portfolio company.  For additional information, visit 

About Hellman & Friedman
Hellman & Friedman LLC is a leading private equity investment firm with offices in San Francisco, New York, and London. Since its founding in 1984, H&F has raised and, through its affiliated funds, managed over $25 billion of committed capital. The firm focuses on investing in superior business franchises and serving as a value?added partner to management in select industries including software, financial services, insurance, business and marketing services, internet and digital media, media, healthcare, and energy and industrials. For more information on H&F, please visit


Source: Business Wire
Title: Berkshire Partners Enters Agreement to Acquire Catalina
Date Published: March 3, 2014
Date Accessed: March 3, 2014

Company Details

  • St. Petersburg,
  • Year Invested2014
  • Year Realized2019
  • Industry
  • TypesManagement Recapitalization

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