Eversheds Sutherland has advised investors SilverTree Equity Partners and Perwyn on the acquisition of the Salesmanago platform and its Krakow-headquartered developer Benhauer from 3TS Capital and others. Deloitte Legal advised Benhauer on the sale.
According to Eversheds Sutherland, "this transaction provides the business with further capital and resources to become a global leader in the strategic and high-growth mid-market customer data platform & marketing automation market. The investment will also allow Salesmanago to continue to win business from blue-chip companies and to deliver a feature-rich, cloud-native product with a short time to market and proven customer value."
Founded in 2012, Salesmanago/Benhauer is a Customer Data Platform & Marketing Automation platform. The company’s customers are a mix of large blue-chip and mid-size organizations located across Europe, the Americas, and Asia. Its customers include Starbucks, Burger King, Pizza Hut, BMW, Toyota, Harley Davidson, Victoria’s Secret, Crocs, and T-Mobile.
SilverTree Equity is a sector specialist private equity firm, investing in software, technology, and technology-enabled businesses. Founded in 2013, Perwyn is a family-backed, international private equity and growth capital investor.
"We founded Salesmanago in 2012 with the ambition to deliver a world-class customer data platform," Salesmanago CEO Greg Blazewicz commented. "Since then, the company has grown rapidly into a CDP and marketing automation market leader. Our partnership with SilverTree and Perwyn brings us additional strength to fuel our rapid growth and accelerate our current momentum internationally. The combination of these two investors, with their strong software and international growth expertise, provides more access to global resources and enables us to invest even more to deliver innovation and value for our clients."
The Eversheds Sutherland team was led by UK-based Partners Jon Gill and Lizzy Tindall and included Poland-based Partners Ewa Szlachetka and Michal Markowski, Senior Associate Grzegorz Barszcz, and Associate Malgorzata Golebiowska, the Netherlands-based Partners Tom Van Wijngaarden and Wieger ten Hove, Associate Marijn Kloos, and Junior Associate Nynke Corporaal, as well as UK-based Senior Associates James Finney and Owen Llewellyn, and Associate Robyn Thompson.
The Deloitte Legal team was led by Partner Piotr Siezieniewski and included Senior Managing Associate Jakub Labuz and Managing Associate Zuzanna Sapocinska.