Ecommerce alliance ON The WAY TO GainING Majority HOLDING in the fashion, beauty and entertainment platform PROMIPOOL
Ecommerce Alliance, Mountain Partners branch for digital later stage investments, considers to increase its investment in PROMIPOOL GmbH to 64%. With this, the company anticipates to boost PROMIPOOL’s brand awareness in the market.
PROMIPOOL offers its community a wide range of editorial news and background stories to stars, fashion, beauty and entertainment. Only three years after the founding, PROMIPOOL has established its position in the competitive field of online journalism and now belongs to the TOP10 of people and social websites. The platform achieves around three million unique users with eight million visits per month.
This development encourages Ecommerce Alliance to increase its investment in the platform. The transaction, which is planned for the third quarter of 2017, possibly raises the company’s share from currently 45% to 64% through call options. “PROMIPOOL shows a pleasing development while the media sector in general is looking for a profitable business model,” says Daniel Wild, CEO of Ecommerce Alliance and Mountain Partners. Wild is confident that the additional investment in PROMIPOOL will lead to a higher brand awareness and thus pay off already in the fourth quarter of 2017.
Ecommerce Alliance pursues the strategy to early invest in promising niche players and to continuously increase successful holdings. “As we have been convinced of PROMIPOOL’s success from the beginning, we will pursue our buy-and-build strategy. This also includes a possible increase in our shares to 64%,” explains Wild.
In the second half of 2017, a marketing initiative of PROMIPOOL in the B2B-area can be expected. On June 26, 2017, PROMIPOOL will act as a partner of “Movie meets Media” at the Munich film festival, which has been a successful media event for 20 years and brings strong brands together with celebrities and decision makers.