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Browne Jacobson advises Apiary Capital on acquisition of The Appointment Group

1 August 2018

Law firm Browne Jacobson has advised Apiary Capital on the acquisition of The Appointment Group (TAG), a leading travel management company that specialises in the corporate travel market, financial services, sports, live music and entertainment industry sectors.

The investment will drive transformational growth for TAG through acquisitions, investments in technology and people, and international expansion. The deal will also see Steve Barrass, formerly of dnata Travel (part of the Emirates Group), join the company as its new Chief Operating Officer.

The Browne Jacobson corporate, tax and banking teams advised on the transaction.

Set up by former Bowmark Capital senior partner Mark Salter, Apiary Capital is a mid-market private equity house specialising in the business services, education, healthcare and technology sectors. In June this year it successfully reached its first close at £200m of its Apiary Capital Partners I Fund.

UK headquartered TAG was established in 1988 by John Gianquitto and Maurice Veronique and employs 270 people globally. It provides bespoke travel and event management services for high-end corporations, VIP individuals and luxury travelers through its network of nine offices in four counties, serving clients including global musicians Jay-Z, Rihanna and Lady Gaga, amongst others.

Nicki Boyd, partner at Apiary Capital, said:

"Our investment and Steve’s appointment is testament to the impressive business John and Maurice have built together.

“As a UK company operating in a fragmented market, but with an excellent platform for growth, TAG fits perfectly within our investment plans.”

Mark Hughes, corporate finance partner at Browne Jacobson, added:

“This is the first deal completed by Apiary Capital since the highly successful closure of its first Fund and we are delighted to have acted on their maiden investment.”

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