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Thursday, February 22, 2024

CMS advises Bynder on its sale to THL

A cross-border CMS team has advised Amsterdam-based Bynder on the sale of a majority stake to Boston-based Thomas H. Lee Partners, L.P. (THL)

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Bynder, a global leader in Digital Asset Management (DAM), today announced that it will receive a majority investment from Thomas H. Lee Partners, L.P. (THL), a premier private equity firm investing in growth companies. The partnership will accelerate Bynder’s ability to help brands overcome the complexity of proliferating content, enabling delivery of exceptional content experiences and unlocking revenue growth. As part of the transaction, THL will acquire Insight Partners’ stake in Bynder. The transaction is expected to close in early 2023.

Bynder is headquartered in Amsterdam, with major office hubs in the United States, Spain, UK, Australia, and UAE. The company’s powerful, intuitive, and deeply integrated DAM platform unifies and transforms the creation, management, and distribution of marketing assets. Its scalable, cloud-native platform helps thousands of companies, including Spotify, Puma, Five Guys and Icelandair, power better digital customer experiences.

THL’s partnership with Bynder builds on THL’s investment franchise in SaaS products that enable sales, marketing, and commerce. THL is also an investor in Bazaarvoice, a full-funnel shopper engagement platform that powers the collection, curation, and display of user-generated content like ratings and reviews, photos, and videos; and inriver, a leading provider of Product Information Management (PIM) software.

The international CMS team was led by Amsterdam partner Roman Tarlavski and the Dutch team further consisted of Dena Mokhberolsafa, Marcellina Rietvelt, Florine Goemans, Maarten Feenstra, Martijn van der Bie, Anne Fleur Krijthe (Corporate/M&A), Herman Boersen, Jarrik Haust (Tax), Jenny Noordermeer, Mathijs van der Veen (Banking & Finance), Fleur van Assendelft de Coningh, Nigel Henssen, Merel Kroneman (Employment & Pensions), Fietje van den Berg and Yasar Çelebi (IP/TMC), Floortje van der Mark, Nyarayek Moboic (Real Estate & Construction).

The international team was further formed by partner Mark Bertram and Zina Patel (CMS UK), Ignacio Cerrato and Macarena Méndez (CMS Spain), John O’Connor and Fawzi Oueidat (CMS UAE), Jeff Jefferson and Jennifer Lisi (Locke Lord) and Andrea Frank and Oliver Deane (MinterEllison).

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