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Primary Sells Pacific Direct to ADA Cosmetics

Primary Sells Pacific Direct to ADA Cosmetics

Primary sells Metamark to UPM Raflatac
February 2025

Primary sells Metamark to UPM Raflatac

Primary Sells Pacific Direct to ADA Cosmetics

Metamark achieves Ecovadis Bronze Standard
September 2024

Metamark achieves Ecovadis Bronze Standard

Primary Sells Pacific Direct to ADA Cosmetics

VJ Technology wins another award for its innovative VJ iStore®
August 2024

VJ Technology wins another award for its innovative VJ iStore®

Primary Sells Pacific Direct to ADA Cosmetics

New CEO Appointment at Metamark drives next phase of growth
January 2024

New CEO Appointment at Metamark drives next phase of growth

Primary Sells Pacific Direct to ADA Cosmetics

Primary announces promotions
January 2024

Primary announces promotions

Primary Sells Pacific Direct to ADA Cosmetics

Metamark acquires Fleet Design
November 2023

Metamark acquires Fleet Design

Primary Sells Pacific Direct to ADA Cosmetics

Primary makes significant investment into Diversity Travel
September 2023

Primary makes significant investment into Diversity Travel

Primary Sells Pacific Direct to ADA Cosmetics

ASL Completes Seventh Acquisition
March 2023

ASL Completes Seventh Acquisition

Primary Sells Pacific Direct to ADA Cosmetics

Sharples Acquired by ASL Group
February 2023

Sharples Acquired by ASL Group

Primary Sells Pacific Direct to ADA Cosmetics

ASL Group Completes Further Acquisition
September 2022

ASL Group Completes Further Acquisition

Primary Sells Pacific Direct to ADA Cosmetics

Primary appoints new Chief Financial Officer
June 2022

Primary appoints new Chief Financial Officer

Primary Sells Pacific Direct to ADA Cosmetics

Skill and You acquires ICS Learn
March 2022

Skill and You acquires ICS Learn

Primary Sells Pacific Direct to ADA Cosmetics

Primary Sells Readypower to Angel Trains
January 2022

Primary Sells Readypower to Angel Trains

Primary Sells Pacific Direct to ADA Cosmetics

ICS Learn Acquires Acacia Learning
January 2021

ICS Learn Acquires Acacia Learning

Primary Sells Pacific Direct to ADA Cosmetics

Primary Announces Two Promotions for the New Year
January 2021

Primary Announces Two Promotions for the New Year

Primary Sells Pacific Direct to ADA Cosmetics

ICS Learn Acquires Development Processes Group
October 2020

ICS Learn Acquires Development Processes Group

Primary Sells Pacific Direct to ADA Cosmetics

Readypower Acquires RRV Assets of Holyrail
July 2020

Readypower Acquires RRV Assets of Holyrail

Primary Sells Pacific Direct to ADA Cosmetics

ASL Group Expands into the North West
February 2020

ASL Group Expands into the North West

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs the MBO of Foster+Freeman
August 2019

Primary Backs the MBO of Foster+Freeman

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backed ASL Group Acquires Reprotec
July 2019

Primary Backed ASL Group Acquires Reprotec

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs MBO of ASL Group
June 2019

Primary Backs MBO of ASL Group

Primary Sells Pacific Direct to ADA Cosmetics

VJ Technology Acquires Mainline Products
May 2019

VJ Technology Acquires Mainline Products

Primary Sells Pacific Direct to ADA Cosmetics

New Board Appointment Drives Metamark International Expansion
November 2018

New Board Appointment Drives Metamark International Expansion

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs MBO of VJ Technology
June 2018

Primary Backs MBO of VJ Technology

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs MBO of ICS Learn
May 2018

Primary Backs MBO of ICS Learn

Primary Sells Pacific Direct to ADA Cosmetics

Metamark acquires Trimwel
May 2018

Metamark acquires Trimwel

Primary Sells Pacific Direct to ADA Cosmetics

New Acquisition for Portfolio Company Readypower
December 2017

New Acquisition for Portfolio Company Readypower

Primary Sells Pacific Direct to ADA Cosmetics

Primary Welcome Futurist Ray Hammond to Cliveden House
October 2017

Primary Welcome Futurist Ray Hammond to Cliveden House

Primary Sells Pacific Direct to ADA Cosmetics

Two New Senior Hires for Metamark
October 2017

Two New Senior Hires for Metamark

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs the MBO of Metamark
May 2017

Primary Backs the MBO of Metamark

Primary Sells Pacific Direct to ADA Cosmetics

Primary Hires new Investment Manager
May 2017

Primary Hires new Investment Manager

Primary Sells Pacific Direct to ADA Cosmetics

Primary Announces New Promotions
April 2017

Primary Announces New Promotions

Primary Sells Pacific Direct to ADA Cosmetics

Primary Awarded UK Mid-Cap Deal of the Year
April 2017

Primary Awarded UK Mid-Cap Deal of the Year

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs MBO of Readypower
February 2017

Primary Backs MBO of Readypower

Primary Sells Pacific Direct to ADA Cosmetics

Sale of Leisure Pass Nominated as UK Mid-Market Deal of the Year
January 2017

Sale of Leisure Pass Nominated as UK Mid-Market Deal of the Year

Primary Sells Pacific Direct to ADA Cosmetics

David Richard Promoted to Assistant Director
January 2017

David Richard Promoted to Assistant Director

Primary Sells Pacific Direct to ADA Cosmetics

Primary Sells Leisure Pass Group
December 2016

Primary Sells Leisure Pass Group

Primary Sells Pacific Direct to ADA Cosmetics

Primary Sells Pacific Direct to ADA Cosmetics
September 2015

Primary Sells Pacific Direct to ADA Cosmetics

Primary Sells Pacific Direct to ADA Cosmetics

Primary grows Manchester office with addition of Chris Hopwood
September 2015

Primary grows Manchester office with addition of Chris Hopwood

Primary Sells Pacific Direct to ADA Cosmetics

Cutty Sark Among New London Pass Attractions for Summer 2015
March 2015

Cutty Sark Among New London Pass Attractions for Summer 2015

Primary Sells Pacific Direct to ADA Cosmetics

Primary Announces Sale of Amtech to Trimble
November 2014

Primary Announces Sale of Amtech to Trimble

Primary Sells Pacific Direct to ADA Cosmetics

Primary Backs Buy-Out of GatenbySanderson
November 2014

Primary Backs Buy-Out of GatenbySanderson

Primary Sells Pacific Direct to ADA Cosmetics

Primary Expands Team with New Partner Appointment
September 2014

Primary Expands Team with New Partner Appointment

Primary Sells Pacific Direct to ADA Cosmetics

Primary Exceeds Target for Fund IV
August 2014

Primary Exceeds Target for Fund IV

Primary Sells Pacific Direct to ADA Cosmetics

Gothenberg City Card to Use Leisure Pass LPOS System
August 2014

Gothenberg City Card to Use Leisure Pass LPOS System

Primary Sells Pacific Direct to ADA Cosmetics

Primary Expands Team with Appointment of David Richard
July 2014

Primary Expands Team with Appointment of David Richard

Primary Sells Pacific Direct to ADA Cosmetics

Primary awarded Mid-Cap Deal of the Year for sale of Napier Turbochargers
April 2014

Primary awarded Mid-Cap Deal of the Year for sale of Napier Turbochargers

Primary Sells Pacific Direct to ADA Cosmetics

Leisure Pass teams up with Gourmet Society to launch expanded London Pass Dining Guide
April 2014

Leisure Pass teams up with Gourmet Society to launch expanded London Pass Dining Guide

Primary Sells Pacific Direct to ADA Cosmetics

Second Amtech BIM Conference another massive success
March 2014

Second Amtech BIM Conference another massive success

Primary Sells Pacific Direct to ADA Cosmetics

Leisure Pass Group joins up for New China Tourism Campaign
January 2014

Leisure Pass Group joins up for New China Tourism Campaign

Primary is pleased to announce the sale of Pacific Direct to ADA Cosmetics International. Financial terms of the sale were not disclosed.

Pacific Direct is the leading manufacturer and supplier of branded guest amenities to the global luxury hospitality market. It’s ‘Brand Boutique’ provides a portfolio of exclusive brand licences, including Asprey, Elemis, Acqua di Parma, Penhaligon’s, Annick Goutal and Lalique, to luxury hotels, cruise operators and airlines into 130 countries across the globe. Pacific Direct is headquartered in Bedford, with on-the-ground operations in seven countries spanning Europe, North America, the Middle East and Asia. Established in 1991, Pacific Direct was acquired by Primary from its founder in 2008.

Based in Kehl, Germany, ADA Cosmetics is a leading international manufacturer of high quality hotel cosmetics and accessories. It is backed by Ardian, the independent investment company.
Alec Parkinson, who represented Primary’s interests throughout the period of investment, commented “We are very pleased to have supported the management team in developing Pacific Direct into the leading provider of innovative, branded amenities across the globe. The combination with ADA is a fantastic fit for both companies and will undoubtedly provide Pacific Direct with further opportunities, enabling it to continue its growth in both established and new markets. We are delighted to have achieved a successful exit which has provided Primary with an excellent return.”

George Allan, CEO of Pacific Direct, added: “Pacific Direct has built a strong position in the premium hotel cosmetic products market. We are delighted to have found an established partner in ADA Cosmetics that will help further the development of Pacific Direct with its industry expertise and innovation capability.”

 

Contact Neil Wallace for more information

Tel: +44 (0)20 7920 4800
Email: neil@primary.pe

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