Background

Founded in 1991, Lifecycle Marketing Ltd is a leading parenting network and owner of popular UK pregnancy and parenting brand Emma’s Diary, a market-leading channel in the UK mother and baby sector, which provides pregnant women and new parents with information and support from pregnancy to birth and beyond. The company’s multi-channel digital resources, including a highly rated parenting app  reach more than 90% of expectant parents in the UK.

Action

Lifecycle appointed FRP Corporate Finance to advise on strategic options including full and partial sale of the Business. We produced the marketing collateral and shortlisted a list of parties to approach which included Everyday Health, part of the NASDAQ listed Ziff Davis group. When issues arose, as they do in all transaction, we expertly guided all stakeholders towards the optimum solution. As part of the transaction, in addition to Emma’s Diary, other popular Lifecycle Marketing brands including Families and  Health Professional Academy also moved across to form part of the EHG P&P portfolio.

Outcome

The successful sale is one of six transactions completed by our Corporate Finance team in the digital marketing sector. The deal represents the start of an exciting new era for Lifecycle Marketing’s ever popular digital platforms. Nick Watts, Managing Director of Lifecycle Marketing, said the company was “delighted” to become part of the EHG P&P family, with the prospect of realising  significant synergies between the two companies, and also praised the work of the FRP team: “Not only did they find us the right partner, they expertly guided us through the process, helping us to navigate through any issues that arose along the way,” he added.