Lifestyle data provider DLG, which launched a mobile data division earlier this year, has completed a refinancing of its operations which values the business at 72.5 million, and gives its management majority control of the company.
CEO Jeremy Whitaker led the secondary buy-out from private equity firm Promethean Investments, supported by new partner Kaupthing Capital Partners. The deal follows the original management buyout of Data Locator Group in March 2006 from founder Simon Johnson, and DLGs subsequent acquisitions of Wegener DM UK and 43 Plc in October 2006 and June 2007 respectively.
Our refinancing marks the start of an even more aggressive period of growth for DLG, as we have agreed a substantial fighting fund with Kaupthing expressly to make further acquisitions to develop both our scale and capability, says Whitaker. This will enable us to strengthen our position in the market even further, develop new products and raise customer service levels to even higher standards.”
David Sherratt, Managing Director of Kaupthing Capital Partners adds:
Kaupthing is delighted to be involved with DLG; DLG stands right at the forefront of multi-channel data-driven marketing, and we look forward to helping them accelerate their ambitious development and expansion plans over the coming months.   
The executive board of CEO, Jeremy Whitaker; Chief Financial officer, Ivan Parkinson; Chief Sales Officer, Graham Bate; and Chief Operating officer, Martin Rowland, will be supported by a group of equity-holding directors, including current stakeholders Richard Webster ue Nelson, Jason Froggett and Mike Carruthers. There will also be a share option scheme to ensure that the next layer of management will be able to participate in, and benefit from ,the next phase of growth.
DLGs pro-forma profits have risen dramatically from 2 million to 8 million since Whitaker took over as CEO in 2005. Whitaker attributes the growth to a focus on DLGs core business of data collection and provision, rather than an expansion of analytical and consulting services, which some competitors have pursued. The next phase of growth for DLG, says Whitaker, will be in satisfying client demand for lead generation, for which online and mobile data will be key. DLG says it aims to become the UKs principal data hub for all communication channels, linking its multichannel data acquisition programme with consumer brand partners such as Friends Reunited. It adds that it expects to complete its next acquisition within four weeks.

Mobile Targeting – The Next Big Thing? Read