Equistone to invest in global marketing agency adm Group

Equistone to invest in global marketing agency adm Group

25 Oct 2021

Equistone Partners Europe Limited (“Equistone”), one of Europe’s leading mid-market private equity investors, today announces its investment in adm Group (“adm”), a leading independent global marketing services business headquartered in the UK. adm is privately owned and its management team, led by CEO Justin Barton, is reinvesting in the business as part of this transaction. The financial terms of the deal are undisclosed, and completion of the transaction remains subject to certain closing conditions. 

Founded in 1992, adm provides sustainable brand execution and supply chain solutions on behalf of a diverse multinational client base. Working with suppliers in 130 countries, adm designs, sources, and distributes marketing products for over 600 brands, ranging from promotional merchandise to point-of-sale materials. The company employs over 600 people across 51 locations globally and is projected to generate more than €320m in revenue in 2021. 

adm has established a strong market position by virtue of its sector expertise, operational quality and focus on sustainable and responsible procurement throughout its supply chains. The business has recently built out its geographic footprint and service offering through the strategic acquisitions of Supremia in 2020 and XL Concept in 2021. Equistone’s investment will provide adm with access to the capital and experience in M&A execution to continue scaling the business through targeted acquisitions, as well as maintaining its strong organic growth trajectory. 

Justin Barton, CEO of adm Group, commented: “Equistone has demonstrated a deep understanding of our market through the process and we are delighted to welcome them to our business. Having a strong capital partner will enable us to increase the pace of investment in enhancing our services, technology platforms and fuel our continued growth." 

Tim Swales, Partner at Equistone Partners Europe, said: “We have a longstanding working relationship with Justin stretching back some eight years. The opportunity to partner with a talented management team with a proven track record of scaling businesses in this market was a major driver for our investment. adm Group has grown into one of the world’s leading businesses in a fast-growing corner of the marketing services industry, with an established reputation among blue-chip clients for quality of delivery, expertise in consumer products and commitment to sustainability. We’re excited to be supporting the business through its next phase of growth.” 

Chris Candfield, Investment Director at Equistone, added: “adm Group has already successfully supplemented its strong organic growth of recent years with a number of add-on acquisitions. We see significant opportunity to further consolidate a fragmented market by supporting a buy-and-build strategy that will expand adm’s geographic presence and its service offering to clients, drawing on our experience in cross-border M&A and helping our investee companies expand into new markets.” 

Tim Swales and Chris Candfield led the investment on behalf of Equistone and will both join the board of adm. Equistone was advised by Raymond James and Travers Smith. adm was advised by GCA Altium and Macfarlanes. 

PR Contacts



  • Brunswick
  • Agnès Catineau/Aurélia de Lapeyrouse
  • Tel: +33 (0)1 53 96 83 83
  • E-Mail Brunswick


Munich, Zurich, Amsterdam

  • IWK Communication Partner
  • Ira Wülfing / Florian Bergmann
  • Tel: +49 (0)89 2000 30 30
  • E-Mail IWK