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Aperion, Leeds Novamark invest in BrandShare

Aperion Management LLC and Leeds Novamark Capital have recapitalized IDR Marketing Partners LLC d/b/a BrandShare. Financial terms weren’t announced. Management will retain a significant stake in the company and will continue to run the day-to-day day. Brian Martin, who owned a majority of BrandShare, is the seller. Ocean Avenue Capital Partners LP is also investing with Aperion and Leeds in BrandShare, an eCommerce media network. Steven Trepp will be executive chairman of the company going forward and he will also have a stake, a spokesman said. Trepp and Aperion also announced the launch of AT Media Group LLC, which will focus on investments in digital media and marketing services. Sanjay Chadda of Petsky Prunier LLC advised BrandShare.


April 28, 2015 – Private equity investors Aperion Management, LLC and Leeds Novamark Capital (“LNC”) have partnered with industry executive Steven Trepp and management to recapitalize IDR Marketing Partners, LLC d/b/a BrandShare.

BrandShare is the leading eCommerce media network in the United States providing exclusive access for marketers of consumer packaged goods and other blue chip advertisers to reach consumers in their homes through a variety of means including custom content (both digital and printed), offers, coupons, and samples in eCommerce packages from leading online retailers.

Led by its President & Co-Founder, Doug Guyer, Chief Operating Officer, Kathryn Tuoni, Chief Financial Officer, Steven Guyer, and SVP of Sales Business Development, Bekki Gredinger, BrandShare’s management team will remain significant investors in the company and will continue to manage day-to-day operations in partnership with Steven Trepp, Aperion, and LNC.

Doug Guyer said, “We are excited to begin this next chapter with Steven and the teams from Aperion and LNC based on their strong track record of helping growth companies like ours reach their full global potential.”

The transaction provided liquidity for entrepreneur and majority owner, Brian F. Martin, who was an early investor in BrandShare. “I want to thank the management team for their partnership. We’ve accomplished a lot together. In selecting Steven Trepp, Aperion and LNC, Doug has fantastic partners to assist in accelerating the growth even further,” said Mr. Martin, who will be stepping down from his role as Executive Chairman.

Steven Trepp is a successful digital media and marketing services industry veteran who previously held senior leadership roles at FreshSpace Media, Ticketmaster Online-Citysearch, and TMP Worldwide. In conjunction with the transaction, Steven Trepp and Aperion also announced the launch of AT Media Group, LLC, a private equity vehicle that will focus on investments in digital media and marketing services.

“BrandShare is a unique, high-growth company that ofs both its customers and eCommerce retail partners a meaningful value proposition in its approach to consumer access. We are fortunate to partner with Doug and his team in our first investment through AT Media Group, LLC” said Steven Trepp.

Petsky Prunier LLC, a New York-based investment banking firm specializing in mid-market internet, media, technology, ecommerce, healthcare, and marketing & advertising firms, advised BrandShare in the transaction. First Commonwealth Bank provided senior debt financing, and Ocean Avenue Capital Partners, L.P. invested with Aperion and LNC. Winston & Strawn LLP advised the buyer group on the transaction.


About Aperion Management

Aperion Management, formed in 2006, is a private equity firm that seeks to invest in small to mid-size businesses valued between $15 million and $150 million with solid fundamentals and attractive growth prospects. Aperion seeks to partner with driven management teams to identify key business drivers and unlock opportunities for value creation and growth. Aperion’s investment in BrandShare and AT Media Group, LLC represent its third platform transaction in the last twelve months. BrandShare will join Aperion platform companies RoadSafe Traffic Systems, Inc., the largest provider of pavement marking, and traffic safety equipment and services in the United States; Stella Environmental Services, LLC, a municipal solid waste transfer station management and transportation business; Tri Con Works, LLC, a leading environmental services provider specializing in the construction and maintenance of landfill gas monitoring, collection and recovery systems, as well as leachate systems; and Ontario Drive & Gear Limited, the world’s leading manufacturer of amphibious utility/extreme terrain vehicles for commercial and recreational use under the Argo brand, as well as a leading provider of high quality gears, couplings and transmission components. For more information, please contact Kyun Park at 212-300-0279.

About Leeds Novamark Capital

Based in Northern Virginia, Leeds Novamark Capital is a licensed Small Business Investment Company with over $235 million of capital under management that provides debt and equity capital to lower middle market companies. LNC invests across a broad range of industries and typically provides between $5MM and $20MM of capital to companies in support of buyouts, recapitalizations, refinancings, and acquisition and growth financings. The firm places an emphasis on management-owned and family-owned business. For more information, please contact Matt Kelty at 703-651-2147.

About Petsky Prunier LLC

Petsky Prunier is one of the leading investment banks in the internet, eCommerce, media, marketing, technology, and healthcare industries. The firm’s mergers and acquisitions and private placements advisory services reflect a unique blend of product specialization and industry expertise. Together with strategic consulting firm Winterberry Group, a Petsky Prunier company, the organization represents one of the largest industry-specific advisors providing strategic and transactional services. In addition, through several exclusive joint ventures the firm has 14 offices across Europe, China and India. Securities transactions are processed through Petsky Prunier Securities LLC.