Sentinel Capital Partners acquires Market Performance Group

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.

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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).

Source: Private Equity Wire

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