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I agreeAfter a very successful period of growth, AFINUM Achte Beteiligungsgesellschaft mbH & Co. KG (“Afinum”), advised by Afinum Management GmbH, sold its stake in Perfect Drive Sports Group GmbH (“Perfect Drive Sports Group”). As part of the transaction, a fund advised by Bregal Unternehmerkapital GmbH (“Bregal”) acquires all shares in Perfect Drive Sports Group, the largest European e-commerce company for golf equipment with its brands All4Golf and Clubhouse Golf.
With the acquisition of Golfversand Hannover GmbH (“All4Golf”) and the subsequent combination with Clubhouse Golf Ltd. (“Clubhouse Golf”) under the umbrella of Perfect Drive Sports Group, Afinum created the clear and sole market leader in the European market. Today, the company supplies golfers in more than 30 European countries with golf equipment and clothing from all relevant brands from its core markets Germany and the UK.
Besides the strongly accelerated geographic expansion through the combination with Clubhouse Golf, the succession of former All4Golf shareholder and managing director Stefan Kirste was arranged under Afinum’s ownership, following a focused expansion of management capacities. In addition, marketing activities at All4Golf were fundamentally reviewed and strategically realigned. Among other things, Afinum initiated a significant expansion and professionalization of online marketing, the development of social media as a further marketing channel, and the creation of own content. This was complemented by a comprehensive rebranding of the “All4Golf” brand. Another milestone is the newly won role as presenting sponsor of the German Golf League (DGL). By harmonizing finance processes, introducing best practice sharing initiatives between All4Golf and Clubhouse Golf in the fields of purchasing and marketing as well as with the decision to implement a group-wide ERP system, the foundation for further integration of the group was laid. As a result of the measures described, Perfect Drive Sports Group today is in an ideal position to further cement its leading market position in the GSA region and the UK, to drive expansion beyond its core markets and to strengthen its position as the only pan-European e-commerce company for golf.
The existing management team will remain on board under the new ownership. Despite the sale of 100% of the shares Afinum remains commercially incentivized in the group’s further successful growth.
The transaction is the first and at the same time a highly successful exit of AFINUM Achte Beteiligungsgesellschaft mbH & Co. KG.