Priveq acquires Mediaplanet

Following the buyout, Priveq will become majority owners while minority stakes will be held by founders Richard Båge and Rustan Panday, alongside the company's management.

Priveq tapped its fifth vehicle for the equity, the 2016-vintage Priveq V fund, which held a first and final close on its SEK 2.3bn hard-cap in January.

The driver for the deal was a wish to restructure the ownership group from having multiple passive minority investors before Priveq's investment, to the more concentrated shareholder structure with an active owner.

For Mediaplanet, the fresh capital comes following the company's pivot to an increased digital focus compared to the company's previous strategy, which had a larger printed media aspect.

Company
Founded in 2002, Mediaplanet is a content marketing business based in Stockholm.

The company operates across 15 countries in Europe and North America, with the US being its largest market – responsible for around 20% of its SEK 550m turnover.

People
Priveq – Mats Hjerpe (partner).
Media Planet – Richard Julin (CEO); Rustan Panday, Richard Båge (founders, board members).

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