We are excited to have supported Maven Capital Partners’ (“Maven”), one of the UK’s leading private equity firms, investment in Digital Rewards Group (“DRG”), a digitally led closed user group discount platform which connects its members with attractions and partners, in addition to providing loyalty led brand partnership campaigns.
Headquartered in Altrincham, Greater Manchester, DRG provides access to exclusive discounts and experiences through its Kids Pass platform, establishing itself as a market leader in discounted, family focused experiences and attractions across the UK. DRG also owns and operates other dedicated digital platforms including Global Hotel Pass and DaysOut.com.
Led by Group CEO Andrew Kilmartin and UK CEO Dave Clayton, DRG has experienced significant growth in recent years, with impressive net revenue growth, creating valuable savings for key consumer groups and incremental revenue streams for its partner brands.
The funding from ThinCats alongside the investment from Maven’s new Regional Management Buyout Fund II, will support DRG’s expansion, strengthening its technology, data, and product propositions whilst accelerating growth in the US market.
ThinCats were advised by Pinsent Masons (Legal). Maven was advised by GT (Corporate Finance), Gateley (Legal), BDO (Tax Structuring), Prelude Consulting (Management Due Diligence), Locktons (Insurance Due Diligence). The shareholders of DRG were advised by DC Advisory (Corporate Finance), Hill Dickinson (Legal), RSM (Financial Due Diligence), Graph Strategy (Commercial Due Diligence), Equator (Technology Due Diligence).
We are delighted to be partnering with Maven and the DRG management team supporting their exciting growth plans for the business. The deal is another significant transaction for ThinCats’ North West team, working with an exciting business and highly regarded sponsor in Maven Capital.Michelle Heptinstall, Director at ThinCats
Ryan Bevington, Partner at Maven, commented: “We are delighted to have completed our investment into Digital Rewards Group, a fast growing, highly scalable, technology-driven business. DRG operates in a resilient market with a large addressable audience and clear international expansion potential. We’re looking forward to working in partnership with Andy, Dave and the wider team who have grown DRG to a market leading position and laid excellent foundations for growth.”
Andrew Kilmartin, Group CEO at DRG, added: "We are excited to have brought Maven on board for the next stage of our growth journey. We worked closely with our financial advisers to choose an investor with a common set of values and experience of helping high growth digital businesses accelerate their growth plans, particularly with our expansion internationally. We have ambitious plans for this next phase and look forward to delivering our objectives alongside the Maven team.”
