Logo The Valley

Philip Kok, Auke Meijer and Brian Oostenbrink, together forming the management team of The Valley, have successfully realised a management buyout (“MBO”). Main Corporate Finance has structured the MBO and arranged the debt financing. Bank financing has been provided by ING. The transaction was partly financed with a mezzanine loan provided by Main Mezzanine Capital.

The Valley (www.thevalley.nl) is a leading marketing and communications agency with a digital heart. The agency has a leading market position for years and provides valuable propositions based on brand strategy, data and user experience. The Valley serves its customers with development of apps, corporate sites, portals, (advertising) campaigns, activations, events, content, e-commerce platforms, interiors, branding, loyalty programs and e-mail marketing.

Over a year ago, The Valley focused its strategy on the rollout of the in-house developed data platform Nominow supported by growth financing of Main Mezzanine Capital. This strategy proves to be successful by connecting various clients such as Tommy Hilfiger, Calvin Klein, KPMG, Basic Fit, Erasmus University and SDU. Recently, the website of Nominow (www.nominow.com) has been released. Nominow is an omnichannel platform that allows customers to deploy data for the purpose of personalized marketing campaigns. The Valley creates the opportunity for her clients to generate a 360-degrees customer profile, the dream of every marketer.

Philip Kok: “Main Mezzanine Capital is a creative and entrepreneurial financial partner with whom we will achieve our ambitious growth strategy. Main’s confidence in the strategy of The Valley, shows that we have chosen the right course with our agency and that we provide a valuable proposition to the market and our customers.”

Lars van ‘t Hoenderdaal: “We know The Valley for over a year and have very good experience with this management team. The Valley shows strong development of recurring revenue and we have great confidence in management and their strategy of controlled profitable growth of the company!”

The Valley is located in Amsterdam, has over 60 employees and realises profitable revenues of over € 8 million of which 30% is recurring revenue generated by CRM, data and technology products. The customer base exists of companies like Nike, Tommy Hilfiger, AkzoNobel, Verkade, Sultana, Hertog Jan, Essent, ONVZ Zorgverzekeraar, ABN AMRO, ING, Rabobank, Fokker Services, Renault, UWV, Raet and Goede Doelen Loterijen.

Main Mezzanine Capital is part of Main Capital Partners (www.main.nl), an investment and financing company, as well as a corporate finance advisor, with a focus on growing and profitable companies in the TMT sector in the Netherlands. Main Mezzanine Capital is funded by its own shareholders, wealthy individuals, family offices and (former) entrepreneurs, who like to invest in companies with an interesting risk-return profile. This MBO has resulted in the second exit of the Main Mezzanine Capital portfolio.

MMC Closing The Valley II