An affiliate of private investment firm Sun Capital Partners acquired National Tree Company, an e-commerce wholesaler of seasonal and holiday décor, with a particular focus on the Christmas holiday market. Terms of the private transaction have not been disclosed.
Founded by Sal Puleo, Sr in 1990 and headquartered in Cranford, New Jersey, National Tree Company is a family-operated business led by the original founder’s three sons, Joe, Sal (Jr) and Rich Puleo. The Company offers more than 4,500 SKUs and has strong relationships with many of the most popular online retailers.
“The Puleo family has done a tremendous job with National Tree Company, achieving impressive market share and consistent growth,” says Marc Leder, Co-CEO of Sun Capital. “This is a great opportunity for Sun Capital to work with the Puleo family to invest in the growth of the business. We believe National Tree has the dropship capabilities and customer relationships to expand its product range both organically and through strategic acquisitions.”
National Tree Company is one of the largest domestic wholesalers of artificial Christmas trees. The Company was recently awarded “Best Artificial Christmas Trees of 2019” by Better Homes & Gardens and has won other “Best of” awards from organisations including Wirecutter, House Beautiful, Business Insider, The Today Show, Good Housekeeping, and Bob Vila.
“We were attracted to National Tree Company’s strengths in design, procurement, and dropship fulfilment – a comprehensive capability you don’t often find,” says Matthew Garff, Managing Director at Sun Capital. “National Tree Company’s sourcing and logistics capabilities span the entire products’ value chain, allowing the Company to partner with online retailers and provide customers a wide assortment of product choices quickly and economically.”
