Sentinel Capital Partners, a private equity firm that invests in promising mid-market companies, has acquired Market Performance Group (MPG), a provider of omnichannel strategy and consulting services focused on the consumer packaged goods industry.
Terms of the deal have not been disclosed.
According to a press statement, MPG “builds and activates synergistic strategies that drive brand sales performance at ecommerce and bricks-and-mortar retailers”. The firm’s clients include a diverse set of large and mid-sized consumer products companies as well as emerging independent brands. MPG also offers industry research and brand diligence for consumer products investors.
Sentinel’s expertise in businesses that sell into similar retail and online channels includes investments in GSM Outdoors (hunting and sport shooting products); L2 Brands (custom apparel and headwear); and WellSpring Pharmaceutical (branded OTC health and personal care products).
The firm has a proven record in business services through investments in Apex (environmental services specialising in water resources, land restoration, and industrial hygiene); New Era (managed information technology services focused on collaboration and data networks); and TriMech (CAD software, 3D manufacturing solutions, and associated training and consulting services).
