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November 2011
USA, < £100m

Liberty Corporate Finance has advised Treehouse Group on its acquisition of Our365, the largest newborn and in-home photo portrait provider in the USA.

Our365 has relationships with some 1,900 hospitals across the US and covers almost half of the country’s 4m births per annum.

The market opportunity in the US is significant as Treehouse Group also owns Bounty (the UK’s largest, free-to-join parenting club) and its expertise will be critical in developing Our365 into a broader provider of support, information and services that give value to hospitals and parents alike through partnerships with consumer brands and retailers on both sides of the Atlantic.

Liberty acted as lead advisors to Treehouse; providing deal support, undertaking project management and advice on all transaction matters.

The long term strategy for Treehouse Group is to grow Bounty into a truly global brand and the acquisition in the US is a key first step in achieving this goal.

Liberty have enjoyed a long relationship with the Treehouse management team having worked with them since 2004 when Bounty was originally bought out of Havas; since then Liberty has provided advice and assistance with acquisitions, disposals, the sale of Bounty to Kaboose in 2007, the MBO in 2009 and now this most recent acquisition.