Magnusson assisted European PE fund Perwyn’s SaaS portfolio company SALESmanago in its acquisition of Leadoo, extending the global leader’s reach to mid-market brands in the Nordics

Managing Partner and Head of Corporate M&A Sam Jalaei led Magnusson Denmark, together with Magnusson Finland led by Partners Ville Salonen and Lilli Parbo, and Magnusson Sweden led by Partners Jonas Bergquist, in assisting London-based PE fund Perwyn in its financing of portfolio company and European Saas powerhouse SALESmanago to acquire conversion platform Leadoo, significantly developing SALESmanago’s presence as an industry leader throughout Europe.

In close and truly Nordic collaboration, Magnusson’s Danish, Finnish and Swedish offices advised on all legal elements of Corporate M&A, Banking & Finance, Employment, Privacy and Intellectual Property related to the target’s local entities. This included conducting a full legal due diligence and providing the corresponding DD report, advising in connection with drafting and negotiation of the SPA, FDI analysis, and advising on other supplementary acquisition documents and related relevant legal areas to support Perwyn financing of the deal.

With a strong presence in Northern Europe and the UK for the target Leadoo, and an established presence of the acquirer SALESmanago in Central, Eastern and Southern Europe, the new partnership accelerates SALESmanago’s trajectory to become the largest Customer Engagement Platform in Europe’s marketing technology landscape.

Magnusson Denmark’s Managing Partner and Head of Corporate M&A, Sam Jalaei, commented,

“This PE fund multi-jurisdictional cross-border deal is another testimony to Magnusson’s capability in providing M&A assistance in several Nordic jurisdictions and working closely together as a team. It has been an efficient and fast-paced collaboration with many parties involved in this project, and an honour to advise a well-known PE fund and a global leader’s development in the Nordics.”

By integrating Leadoo’s innovative conversion capabilities, SALESmanago—which powers 158+ billion customer transactions per month across its broad customer base including well-known brands such as iSpot, 4F and Victoria’s Secret—offers an even more robust Customer Engagement Platform starter kit and growth framework. The acquisition brings together best-in-class engagement and retention tools, facilitating customer purchases for thousands of eCommerce clients across Europe.

Brian Plackis-Cheng, CEO at SALESmanago, said of the deal,

“This strategic move consolidates Europe’s marketing automation sector with a formidable combination of Leadoo’s leading web conversion platform and SALESmanago’s Customer Engagement Platform. It accelerates our mission to provide a comprehensive, yet simple, mid-market CEP, and is a significant step on our journey to becoming Europe’s number one mid-market platform.”

The target SaaS platform, Leadoo, helps businesses unlock website potential by identifying, engaging, and converting visitors to customers, and has been recognised for its technology and service excellence, earning a 4.7/5.0 rating on G2 and accolades as a ‘Leader’ and ‘Easiest to Do Business With’ in the Conversational Marketing category.

Fredrik Rönnlund, CEO of Leadoo said,

“Joining forces with SALESmanago represents an exceptional opportunity for both companies to grow and better serve our shared customer base. We are confident that this merger will help both companies’ current and future customers drive more results from their marketing efforts.”

The team from Magnusson Denmark consisted of Managing Partner and Head of Corporate M&A Sam Jalaei, Partner Tom Stener Froberg, and Junior Associates Simon Fraenkel and Matthew C Thorn. The team from Magnusson Finland consisted of Partner Ville Salonen and Partner Lilli Parbo. The team from Magnusson Sweden consisted of Partner Jonas Bergquist and Associate Marcus Wallin.