Advantage Solutions acquires Daymon Worldwide Inc.

Advantage Solutions acquired Daymon Worldwide Inc. for Approximately $671.1 million total consideration, satisfied entirely through the issuance of equity; the purchase-price allocation recorded $460.3 million of goodwill and $331.1 million of identifiable intangible assets (including $235 million of client relationships and $90 million of trade names). Advantage also assumed roughly $207 million of Daymon debt, which it later refinanced., a transaction completed in December 2017, structured as All-equity — total consideration of ~$671.1 million in the form of issued equity (Topco partnership units to the Daymon investors and management); ~$207 million of assumed Daymon debt was subsequently refinanced..

Daymon Worldwide Inc. operates in Retailer-centric services (private label, merchandising, experiential marketing), is based in North America, with certain business units operating outside North America.. Daymon Worldwide was a leading provider of retailer-centric services, spanning private-label brand development and management, merchandising, and experiential marketing (including in-store product demonstration and sampling). Advantage completed the acquisition on December 18, 2017 for total consideration of about $671.1 million in issued equity, expanding beyond its core outsourced sales and marketing agency work into services sold directly to retailers. The purchase-price allocation assigned $331.1 million to identifiable intangibles (chiefly client relationships and trade names) and $460.3 million to goodwill. Certain Daymon business units operate outside North America and are subject to purchase arrangements with Advantage's partner Smollan and its joint venture.

The deal broadened Advantage's service offering into retailer-facing private-label and experiential services and extended its client relationships and geographic reach, consistent with its stated strategy of acquiring quality businesses that expand what it can offer clients and retailers.

An established retailer-centric services platform (private label, merchandising, experiential marketing) that extended Advantage's offering beyond outsourced sales and marketing and deepened its retailer relationships. Advantage commenced restructuring programs during 2018 and 2019 in connection with the Daymon Acquisition designed to achieve cost savings through transaction synergies. Integrated into Advantage's services; the Daymon trade name was retained.

Advisory firms were not disclosed for this transaction.