Portu Sunberg Marketing

Background

Portu Sunberg (“PS”) was established in Minneapolis, MN in 1977 as a vendor-rep organization serving various product companies. Over the years, PS’s strategy evolved to offering a suite of services ranging from consumer research studies to packaging design to inventory sales tracking and analysis. PS now manages distribution for over 100 product companies ranging from emerging businesses to some of the world’s largest consumer packed goods companies. By 2012, the company’s second generation ownership was seeking liquidity and outside resources to continue the company’s growth and development. PS was characterized by: (i) deep relationships but high sales channel concentration with one large national retailer; (ii) strong and youthful management team; (iii) entrepreneur stage business practices and strong company culture; (iv) fragmented market with numerous acquisition opportunities.

Transaction & Post Closing

In December 2012, Brass Ring sponsored the recapitalization of PS in a transaction that generated significant liquidity and large ongoing ownership for management. The transaction was completed in roughly 6o days in advance of the 2013 tax law changes. Post-closing developments have included: (i) enhanced management team depth through the addition of strong CFO, controller, and VP human resources; (ii) realignment and formalization of go to market strategy; (iii) highly successful penetration into food sector; (iv) implementation of robust ERP system; (v) prepayment of subordinated debt and (vi) completion of a strategic acquisition. In December 2021, PS was sold to a larger private equity firm. The transaction provided significant liquidity and ongoing career opportunities for management.